This article explores the importance of service quality in higher education and its impact on students' satisfaction and career prospects. It provides an annotated bibliography of 5 relevant journal articles that discuss the factors and consequences of perceived service quality, the role of branding in university performance, the effects of service separation on perceived value, the contribution of service research to sustainability, and the measurement of university quality through ranking systems. The article concludes that improving service quality is crucial for attracting students and helping them succeed in their careers.