The Students’ Viewpoint on Quality of Educational Services in Iran

BACKGROUND Recently, focusing on higher education quality has got increasingly critical. The novel managerial attitudes have defined the customer-demanded quality. Based on this, recognizing the receivers' perception of the quality of the services offered and evaluating the quality of the service is considered of the basic measures taken in order to develop quality promotion programs. Therefore, this is a qualitative research conducted for students' viewpoint on quality of educational services. MATERIAL AND METHODS This qualitative study has been performed by the phenomenological method. The samples have been selected based on goal-oriented approach. In this qualitative research, the required data have been collected in two phases (90 individual interviews and 30 focus group discussions) at Mazandaran University of Medical Sciences during which the participants have conveyed their experiences and expectations encountering the educational quality topic. All the interviews have been recorded and implemented. The interviews analysis has been carried out simultaneously with the implementation and using theme analysis by Smith method. RESULTS According to the findings regarding the definition of quality, the students have emphasized two important aspects including "educational services standards by the teacher "and "the students' satisfaction". Thus the final education quality resulted from the students' experiences and perception is this way: "Presenting the students educational services in class and out of class compatible with the educational services standards so that it results in the students' satisfaction". When a person views her/him-self rightful as a customer, whatever seems necessary to them appears like a requirement. Then regarding paying attention and reflecting on the customers' perceived needs, it is possible to determine their expectations limit to some extent. CONCLUSION Therefore, designing educational quality standards in order to evaluate the teachers' function without taking the stakeholders' perspective into account is not practical. This research-extracted finding can present the stakeholders' perspective encountering the educational quality.