Repositioning Colleges Using Changing Student Quality Perceptions: An Exploratory Analysis

ABSTRACT Colleges and universities must respond to competitive pressure in the marketplace by embracing the concept of quality as a marketing tool. Many colleges and universities have recently looked to the business arena and have adopted techniques, strategies, and the language of quality management. This exploratory study focuses on the identification and evaluation of student perceptions of salient attributes. The findings suggest that standards of quality are difficult to establish, since evaluations of university performance are not consistent, even among an undergraduate student population.