مجموعه داده ها بر روی کیفیت خدمات تعاملی در بازاریابی آموزش عالی Data set on interactive service quality in higher education marketing

1. Introduction The context determines the meaning of the word quality to different people. Quality can be described as conformance of output to planned goals, specifications and requirements [2]. Service marketing scholars believe that quality is about exceeding customer expectations [13]. quality ineducation as the fitness of educational outcome and experience for use [8]. This paper is premised on transcendent view of quality by Garvin [8]. Scholars argue that recognition of quality is dependent on experience gathered from repeated exposure to the service. This perspective of quality is consistent with innate excellence, high achievement and uncompromising standards [11,12]. Interactive quality is one of the essential dimension of service quality. It refers to the nature of communication and relationship that exist between the students and faculty and staff of the University. It is also about the quality of teaching and learning process in the University. Instruction may be described as the impartation of skills, values as well as knowledge that came as a result of quality teaching. The education literature presents a good number of teaching strategies and there are also a good number of research studies that validate them [1,10]. The issues of teaching quality and teaching effectiveness have been attracting scholarly debates and controversies in the higher education community. As a result, a good number of scholars focused on teaching quality from different views [6,7]. Many researchers agreed to the fact that teaching quality is one of the major factors that influence student achievement, other school-related factors include financial condition, class size, leadership or school organization [3,4]. However, only limited studies considered the views of the alumni of the universities [5].