1. Higher education service: conception and properties
Nadežda Kučaidze
Phd student at Mykolas romeris university

2. Tasks: PURPOSE OF RESEACH
(1) to review the diversity of conceptions of service, education service, higher education service involving the main properties of each service category;
(2) to present the list of properties of higher education services which includes both generic and specific properties of higher education services
to analyse higher education service conception and determine main properties systematically

3. Tasks: METHODS OF RESEACH systemic analysis
(1) to review the diversity of conceptions of service, education service, higher education service involving the main properties of each service category;
(2) to present the list of properties of higher education services which includes both generic and specific properties of higher education services
systemic analysis
review and generalization of the newest scientific literature and legal regulation

4. Higher education what is it?

5. Higher education IS…
generally agreed that higher education is the studies, carried out in a higher education institution, leading to a qualification, qualification degree or science degree (Pilkienė and Sajienė, 2009)
a process, where person, who has completed at least his secondary education, is studying in a higher education institution according to a certain study programme or when preparing a dissertation in order to acquire contemporary knowledge and technological level and needs of the economy in line with a higher education qualification, preparing for an active professional, social and cultural activities.

6. Higher education is… a service 2. a type of education service
Spiriuchova, 2003;
Langvinienė and Vengrienė, 2005;
Guščinskienė and Čiburienė, 2008;
Blinova, 2015
2. a type of education service

7. Higher education service1
EDUCATION SERVICE 2
HIGHER EDUCATION SERVICE 3

8. Diversity of Service conceptions

9. Service is…
A RESULT
A PROCESS
AN ECONOMIC ACTIVITY

10. Service As A RESULT… AUTHOR CONCEPTION Kulagina (2011)
Service – is the result of activity that meets certain personal or social needs, but has no tangible nature.
Lozovskij et al. (1997)
Service – is the result of activity or work. No new material product is created during this process, however, the quality of existing products is changed.

11. Service As A PROCESS… AUTHOR CONCEPTION Kindurys (1998)
Service – is the aim to meet user's needs and to obtain compensation for services, because services cannot be separated from the client, they are provided and used at the same time.
Chelenkov (1998)
Service – is coordinated process between two or more operators in the market, where some operators impact others in order to create, develop or restore their access to fundamental benefits (goods).
Gronroos (1989)
Service – is a process which involves a series of immaterial actions, which arises between the buyer and the service staff, physical resources, company-services provider.

12. Service As An economic activity…
AUTHOR
CONCEPTION
Lavlok (2005)
Service – kind of economic activity, which creates values and provide benefits to consumers.
Europos Bendrijos (2007)
Services – any economic activity which is performed for remuneration.
Law on Service of the Republic of Lithuania (2009)
Service – any self-employed economic activity, normally provided for remuneration, in so far as it is not governed by the provisions relating to freedom of movement for goods, capital or persons, as referred to in Article 50 of the Treaty establishing the European Community.

13. Diversity of education Service conceptions

14. Education Service As A RESULT…
AUTHOR
CONCEPTION
Chekmariov (1998)
Education service – is a result (product) of educational production activity.
Polovova and Batalova (2009)
Education service – is a result of scientific-pedagogical work, which is produced in order to meet consumers needs.

15. Education Service As A process…
AUTHOR
CONCEPTION
Belyakov (2007)
Educational service – is the process where knowledge is created and where not only teacher but also student participate.
Syrovatkina et al. (2012)
Education service – is the process of intellectual potential production, through the consumption of individual intellectual work, the labour or human capital production supplied.
Grigorash (2014)
Educational service – is forward operation because service itself is not on sale, instead, its provision result is on sale, which depends not only on the subject i.e. (education services provider), but also on the object (i.e. student, listener).

16. Education Service As An economic activity…
AUTHOR
CONCEPTION
Romanova (2005)
Education service – is an economic units’ work activity, which aims to meet the specific subject’s educational needs (etc., systematized knowledge, skills and abilities), which is implemented by subject's free will.
Voitovich (2012)
Education service – is a natural or legal person's type of activity, complex process which is intended to transfer knowledge, skills and abilities to the consumer, to meet intellectual and spiritual human needs, in order to develop personal, group and societal needs.

17. Higher education service - (1)
the operation or function of a particular market demand and price; they are often intangible, used in the production site
Langvinienė and Vengrienė, 2005;
Vengrienė, 2006

18. Higher education service - (2)
higher education which is provided by the education package, consisting of tangible and intangible services, which make up the overall result – provided service.
Guščinskienė and Čiburienė, 2008

19. Higher education service - (3)
services are related to teaching, research and community services
Sultan and Wong, 2010

20. Higher education service - (4)
DEFFINITION
AS A RESULT
Higher education services – is a result of students’ knowledge, skills and abilities, thanks to which it can carry out professional activities related to the diagnostic and heuristic challenges.
AS A PROCESS
Higher education services – is a bilateral process of two-party (student on the one side and teacher on the other) in order to transfer knowledge, skills and abilities to solve the diagnostic and heuristic tasks.
AS AN ECONIMIC ACTIVITY
Higher education services – is an economic activity carried out by educational organization responsible for the higher education with other organizations in order to provide students with knowledge, skills and abilities to solve the diagnostic and heuristic tasks.
Source: prepared according to Blinova, 2015

21. Properties of higher education services

22. Properties of higher education services

23. Generic properties of education services = properties of services
Intangibility
Inseparability of services production and consumption
The recipient participation in service production
Services are not accumulated
Heterogeneity
Volatility of quality
Interactive
Experiential
Perishability
Short-lived period

24. Specific properties of education services (1)
Seasonality
Education services impossible to keep
High cost of education services
The relative duration of the education service provision
Education services affect people and society as a whole
Education services consumption takes place only in the process of education services provision
Inequality of education service and it’s consumption’s result
Creative education services consumption process

25. Specific properties of education services (2)
9. Collective education services consumption opportunity 10. A property that allows to change the consumer of education service 11. Delayed effects of education services 12. Education services cannot be resold 13. Education services attributable to the public, quasi-public goods 14. The appropriate license is necessary for education services provision 15. Difficult to measure 16. There is no transfer of ownership in service provision

26. Specific properties of vocational training services
The competitive nature of services
A narrow specialization
Targeting to the future profession

27. Specific properties of higher education services (1)
Delayed manifestation of performance and dependence of result on future high school graduate's work
Need to consume education services further
High level of intellectual activity is required
Scientific methods of operation are mastered and applied
Critical thinking is developed
Education services consumption depends on areas of education service provision and potential students residential areas
Higher education services focus more on theoretical matters less on practical
Scientific and professional orientation

28. Specific properties of higher education services (2)
Short higher education services result in storage period, if the work does not start immediately
High complexity of consumption
Simultaneous participation and high degree of contact of service provider and consumer
Long service provision period (4-6 years)
Service consumers create their own part of the service, at the same time – its quality
The acquisition of contemporary knowledges and technological level and needs of the economy in line with a higher education qualification
Implements cultural process specialization and actualization
Service consumer is prepared for an active professional, social and cultural activities

29. FINDINGS:
CONCLUSION
(1) The general list of properties of higher education services consist of 45 characteristics that reveal the complexity of higher education services, uniqueness and specificity. However this list is not exhaustive;
(2) Higher education services characteristics assist in other research areas of higher education (i.e., higher education funding, marketing, finance management and etc.).
Higher education – is an economic category equivalent to the service, which is characterized not only by service generic properties (characteristics), but also by specific properties inherent to education, vocational training and higher education services.

30. Thank you for attention
Questions?