This work seeks to identify and assess the perception of customers (students) about the services provided in a Higher Education Institution (HEI) in Serra Gaucha, by identifying the attributes that have an impact on their satisfaction levels and the dimensions or factors related to quality that can be suggested in the search for a competitive differential in post-graduate (specialization) courses. Identification of the attributes and, consequently, the quality dimensions related to the services provided can help the institution prioritize its actions, by taking into consideration student perceptions, in the sense of raising its service quality, thus contributing to excellence in education, as well as customers retention (students) and consolidating its market position. The results showed that there are six quality dimensions in the services provided and they can serve as a basis for the direction to be taken by HEI.
Dimensions of service quality; educational services; customers satisfaction; customers retention; customers loyalty
