Understanding the needs of end users (customers, stakeholders) and the simultaneous application of new methodologies for the implementation of strategic plans in order to meet the needs of external (employers) and internal consumers (students and teachers) are essential elements of quality management in higher education. This article aimed to investigate the general state of modern quality management in higher education. A survey of consumers of educational services in Ukraine was conducted in order to study the current state of quality management in higher education. Interested parties’ theory and total quality management methodology in quality management of higher education served as the basis for the research methodology. The requirements of the administration and departments of higher educational institutions, students and employers in Ukraine to the quality of education were studied. Requirements for meeting the needs of consumers of educational services have been developed. During the study, the principle of ‘student‐centred learning’ and the protection of key interests of students were implemented. It was found that the quality of higher education in Ukraine is characterised by a significant level of dissatisfaction. An empirical assessment of the gap between expectations and actual experience of obtaining higher education was carried out and the discrepancy between education in Ukraine and the requirements of stakeholders was proved.