Теоретико-методологически особености на възприеманото качество във висшето образование
Theoretical and Methodological Peculiarities of Perceived Quality in Higher Education

Summary/Abstract: The study focuses its attention on the peculiarities of the concept of consumer assessment of quality in the area of higher education. During the past few years there have been serious debates in the public space in Bulgaria, in the countries of “the new democracies” and in the European education area with respect to the issue of what is quality in higher education and are the institutions which provide such education of good quality. An ever-increasing number of institutions offer training at the various levels of higher education. The global tendency toward agхing of the population reduces the inflow of those seeking this kind of services in the most developed countries. It becomesmore and more important for Universities to attract the attention of primary and secondary consumers, proving that they provide quality education and quality labour force at the output of the system. In order for this task to be possible it is necessary that Universities are aware of what the content of quality according to consumers is, i.e. they should be familiar with what the perceived quality is.In the present study there is mainly used the marketing approach combined with the psychological approach in the conceptualization of the nature of perceived quality. There have been applied the following: the method of theoretical analysis and synthesis, the method of desk study in its two varieties - analysis of secondary sources and content analysis.

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