Competition in the education sector has led a number of providers of higher education to re‐evaluate the level of service provided to its customers. Past research in this area has overlooked the needs of student customers and has focused mainly on either administrators or the faculty’s perspective. The instrument developed was administered to 216 potential tertiary students in the North Island of New Zealand. The results indicate that students take a number of factors into consideration prior to choosing an education institution for further studies. Implications for educational administrators are provided.
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Joseph et al. (1998) studied this question.
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