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Abstract
Higher education institutions offer services to students whom we may call clients. Since these institutions act on a competitive market they want to have as many clients as possible. In order to attract new clients and keep those whom they have already managed to recruit, they ought to make every effort to satisfy or even delight them with their services. The potential sources of this satisfaction (delight) lie in the quality of didactic services as well as the non-didactic catering for students-to-be, students and ex-students. This article discusses these service targets and the basic conditions which higher education institutions must fulfil if they are to fully satisfy (delight) the student. It also points out the need for marketing research to evaluate actual satisfaction (delight) and their dynamics.
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