THE QUALITY OF MARKETING EDUCATION IN UZBEKISTAN: SERVQUAL MODEL

Аннотация

We used the SERVQUAL m ethod to analyze the quality of service in undergraduate marketing programs in Uzbek state higher education institutions. Weighted gaps of average were calculated based on the difference in the expected and perceived quality of education among senior-year students consistent with a framework based on the SERVQUAL method. According to our study, marketing programs are less individualized and lack critical resources to convey practical skills to students. This may widen the gap between labor market requirements and the organization of skill delivery in marketing programs. KEYWORDS SERVQUAL method, marketing education.