Purpose - Educational institutions must provide quality of services so as to be to able to delight the customers and be able to compete and achieve a leading position in the long run. This paper is a continuation to an earlier study and aims to present the results of an empirical study conducted on management institutes in India with a customer orientation to the quality paradigm through a focus on the students' perspective. While multiple methodologies were applied, SERVQUAL has already been discussed as the first part of the paper. This part of the series presents a prioritization for improvement of service design of an educational system through incorporation of the Voice of the Customer. The study is an attempt towards the integration of multiple methodologies so as to be able to identify customer requirements and evaluate service quality with the application of SERVQUAL; prioritize improvement of service through the Kano model; and, guide and develop educational services by incorporating the Voice of the Customer through the QFD. Design/methodology/approach - After having derived the findings from the application of the SERVQUAL, the Kano model and the Quality Function Deployment was used to guide and develop an educational system through the Voice of the Customer. Findings - The Kano model provided a guide to prioritize improvement and enhancement of attributes and thus, proposed the improvement and enhancement of delivery of educational service. The QFD helped develop educational services by incorporating the Voice of Customers. Practical implications - The paper could be useful to policy makers, educational planners and administrators in developing a system that could lead to customer satisfaction and delight. Originality/value - The integration of the multiple tools and their application to the field of management education in India, has not yet been made available in the literature. © Emerald Group Publishing Limited.