Abstract
An overview of domestic and foreign literature shows that the concept of quality of services at higher education institutions (HEIs) is the focus. Quality of service is one of the main factors of competitive advantage. Perceived quality of services in HEIs can be defined as the difference between what students expect to receive and their perceptions of what they really get. If HEIs get acquainted with students' expectations, they will have the opportunity to adjust their behavior to what is expected of them, and thus to positively influence on the students' perceived quality of services. Globalization has created a more competitive environment and opened market for HEIs. It affected on ensuring high quality in HEIs. The quality of HEIs is of key importance for a society because the students, employers, and society have the benefits of it, and quality education contributes to economic development of the country.
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