Quality in higher education institutions: a model for analysing strategies and outcomes from students' perspectives

This study develops and tests a model that incorporates market orientation, educational services and brand orientation as variables that influence educational quality from the perspective of students. This study complements theoretical and empirical gaps found in the literature and contributes to existing methodologies and definitions of the quality of education. The specific objectives included analysing the impact of the strategies employed by higher education institutions to improve the quality of teaching within their respective sector. The data was collected using a survey of students in Peru. The findings confirm the validity of the model across public and private institutions, demonstrating that strategies implemented by higher education institutions, market orientation, educational services and brand orientation—from the students' perspective—are reliable variables to predict the quality of higher education. This research provides actionable insights aimed at enhancing the quality of teaching among the university population examined in the present study.