“…Drawing on the wider literature (e.g. Ford, Joseph, & Joseph, 1999;Owlia & Aspinwall, 1998;Widrick et al, 2002), I argue that interpretation of service quality can sometimes be influenced by an individual's prior knowledge and experience; the more familiar people are of a particular service, the more unpredictable their expectations will be. Linking this premise to higher education, I suggest that students' expectations should be evaluated progressively within an acceptable timeframe, for instance, from enrolment to graduation so as to allow interpretation to maneuver within reasonable boundaries (Hill, 1995;Srikanthan & Dalrymple, 2002).…”