Determining the Priority of Critical Service Attributes: An Integrated Model and an Empirical Case Study in the Higher Education Sector

Today, higher education institutions (HEIs) are realizing the significance of customer‐oriented philosophies and quality management systems to help manage their operations on educational services. This paper starts with a review of some previous models and then outlines the results of a study conducted on students at selected Indonesian HEIs to obtain student perspectives of the service quality of those institutions. An integration of the Kano and customer‐oriented models using structural equation modeling was applied to determine the priority of critical service attributes in higher education. This integrated model was illustrated empirically in a case study of the industrial engineering departments of four well‐known private universities in Jakarta, Indonesia.