Abstract: With the growing numbers of educational institutions, both formal, informal
and informal, and with the improving comprehension of the society on the importance
of service, this research aims to investigate the level of satisfaction of students of those
educational institutions. This is also in conformation with the expansion of information
technology whereby the information exchanges are faster, and educational institutions,
which disregard this trend may be left behind. Using the basic foundation from the field
of study on consumer behavior, this research tries to evaluate on service delivery and
performance of educational institutions. This research relies on purposive and
proportional sampling to university students in Jakarta, Tangerang, and Bandung.
Interview sessions, observations, and questionnaire distributions are conducted to
gather primary data from the registered students of selected formal educational
institutions. Of course, it is expected that personnels of those educational institutions
grasp the important role of service delivery and performance, and the influential factors
on the success of services. Nevertheless, the findings show that the level of service
delivery of lecturers and administrative staff in higher educational institutions need
drastic improvement to allow students to receive the optimal level of service.
Keywords: consumer behavior, formal educational institution, service factors