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The quality of educational services is a key factor in evaluating the effectiveness of higher education institutions, especially in the context of global competition, technological change, and shifting labor market demands. As active participants in the educational process, students offer valuable insights into quality, making their perceptions crucial for shaping institutional reputation and guiding choice in an increasingly competitive education market. This paper investigates the influence of university rankings on students’ perception of educational quality, using a case study conducted at the Faculty of Economics, Taras Shevchenko National University of Kyiv. Through a quantitative survey, the study explores the factors that shape student decision-making and evaluates the extent to which global ranking indicators align with student priorities. The study confirms that university rankings strongly affect students’ perception of quality but reveal discrepancies between ranking criteria and students’ priorities. While rankings like QS and THE focus on research output, international prestige, and citations, students prioritize practical education, employability, and personal development. This indicates that current ranking methodologies may not fully capture what students consider essential in assessing educational quality. So, the results reveal a significant gap between the metrics emphasized by major university rankings. The paper highlights the marketing function of rankings and discusses their impact on enrollment strategy. It concludes by offering recommendations for universities to enhance their ranking performance while remaining responsive to student needs.

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University Rankings and Students’ Perception of Educational Quality as Drivers of Reputation and Enrollment Strategy in Service Marketing

  • 章节

  • 发表日期：

    2026年

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  • Olena Bilovodska,
  • Olga Prygara,
  • Natalia Rudenko,
  • Liudmyla Yarosh-Dmytrenko,
  • Kseniia Bliumska-Danko,
  • Ihor Ponomarenko

摘要

The quality of educational services is a key factor in evaluating the effectiveness of higher education institutions, especially in the context of global competition, technological change, and shifting labor market demands. As active participants in the educational process, students offer valuable insights into quality, making their perceptions crucial for shaping institutional reputation and guiding choice in an increasingly competitive education market. This paper investigates the influence of university rankings on students’ perception of educational quality, using a case study conducted at the Faculty of Economics, Taras Shevchenko National University of Kyiv. Through a quantitative survey, the study explores the factors that shape student decision-making and evaluates the extent to which global ranking indicators align with student priorities. The study confirms that university rankings strongly affect students’ perception of quality but reveal discrepancies between ranking criteria and students’ priorities. While rankings like QS and THE focus on research output, international prestige, and citations, students prioritize practical education, employability, and personal development. This indicates that current ranking methodologies may not fully capture what students consider essential in assessing educational quality. So, the results reveal a significant gap between the metrics emphasized by major university rankings. The paper highlights the marketing function of rankings and discusses their impact on enrollment strategy. It concludes by offering recommendations for universities to enhance their ranking performance while remaining responsive to student needs.