The journal present to the service quality is increasingly focused on understand and evaluating the outcomes of delivering a high quality service. In principle, the benefits of service quality
include loyalty, retention, positive word-of- mouth and improved profitability. While there is
a growing body of evidence which points to the existence of such benefits, it is clear that the
relationship between service quality and its various outcomes varies across industry sectors.
This paper presents the findings of a study of service quality in higher education, a context in
which the relevance of many of the outcomes listed above is questionable. To accommodate
the context, the study focuses on service quality and word of mouth and highlights the
positive relationship between both process and outcome aspects of quality and willingness to
recommend.