STUDENT EXPECTATIONS OF SERVICE QUALITY IN TECHNICAL AND VOCATIONAL EDUCATION: A COMPREHENSIVE ANALYSIS OF SERVICE QUALITY DIMENSIONS

Abstract Student expectations are important because they influence decisions before purchase and help determine satisfaction after purchase, yet, key factors influencing student expectations of service quality have received little attention in marketing literature. This study explores the influential factors shaping student expectations of service quality in Technical and Vocational Education institutions and their impact on service delivery. Adopting a quantitative exploratory approach, the study employed questionnaires as the primary data collection tool. A non-probability sampling method was used to gather insights from 421 informed and exposed respondents. The empirical findings highlight that students in TVET institutions have heightened expectations in terms of the service quality they received. All Servqual dimensions tested, scored below the expected margins. In conclusion, urgent attention to service quality is imperative for TVET institutions, not only to retain academically sound students but also to secure funding essential for their growth and survival in a complex, congested academic space.