Abstract: This study analyzes the service quality in universities based on users' level of satisfaction of the service provided in the city of Cuenca, Ecuador. The methodology combines a descriptive and a multidimensional statistical analysis, the former demonstrates the frequencies and the percentages of the variables under study while the latter is used to show the group classification of the people under study. Hierarchical grouping is used since it determines the groups of people as a result of their common characteristics. At first, the results indicate that in all cases the percentage of students' satisfaction surpasses 65%. However, there is a minority group of people (3,67%) who are totally unsatisfied regarding their sense of belonging to the Institution and their class as well as with the teaching - learning process.
Keywords: Educational Marketing, Consumer behavior, Quality service, Customer satisfaction, Services marketing
Recieved: 18.11.2017 Accepted: 22.01.2018 UDC: 005.6+378.096