Service quality is a feature of the literature in marketing but is just starting to gain attention in higher education. Stern and Tseng (1993) reported that few higher institutions have adopted a service quality philosophy. Earlier research has demonstrated that students are reluctant to complain about poor service (Gronhaug and Arndt, 1980) but these students are becoming increasingly more value conscious. The educational institutions in India, today's world, increasingly find themselves in an environment that is focused on understanding the role and importance of service quality. Relentless global, social, cultural and economic change is being translated by educational institutions into a continuous stream of complex reforms based on quality.
