ANALYSIS OF THE COMPETITIVENESS LEVEL OF HIGHER EDUCATION SERVICES AND METHODOLOGICAL APPROACHES TO ASSESSING THE QUALITY LEVEL OF EDUCATIONAL SERVICES

Abstract

This article examines the issues of analyzing the competitiveness level of higher education services and the methodological approaches applied to assessing the quality of educational services. Under modern conditions, higher education institutions compete not only in the national but also in the international education services market, rivaling one another in attracting students, strengthening scientific-pedagogical potential, and ensuring the employability of graduates in the labor market. The study systematically analyzes the main factors determining the competitiveness of higher education services — the quality of education, material and technical base, the potential of the teaching staff, graduate employment, and the level of international cooperation. In addition, a comparative study was conducted of methodological approaches to assessing the quality of educational services based on the SERVQUAL model, the Kano model, the Balanced Scorecard (BSC), and the ISO 9001 quality management system. The findings of the study made it possible to formulate conclusions and practically significant proposals for improving the quality management system and enhancing the competitiveness of higher education institutions.