Every university needs a brand and an image that can be trusted and believed and that will differentiate it from others. University brand, in fact, is the perception and reputation developed in the minds of the people about the university or institution. It is the reaction appears in the minds...

This article presents a gap analysis by measuring the perception and expectation of service quality in higher education from the perspectives of Iranian postgraduate students. This article first tries to understand the phenomenon for Iranian students to change their preference from studying in...