Purpose - In a pursuit of excellence, it is increasingly important to identify customer values and demands. Service quality has been identified as one such demand. The purpose of this paper is to develop the model for service quality in higher education. Design/methodology/approach - The proposed model is based on a current conceptualization of service quality, which suggests that service quality is a multidimensional and hierarchical construct. Findings - In the proposed model, service quality consists of two primary dimensions which are defined by several corresponding sub-dimensions: program quality: curriculum, industry interaction, input quality, academic facilities; and quality of life: non-academic processes, support facilities, campus and interaction quality. Originality/value - The paper has value for the institutes seeking to improve the quality of services they provide.