The quality agenda of higher education has a clear focus on teaching and learning. In this study, we apply a service marketing approach (GAP model) to discover the psychological contract (implicit expectations and obligations) of Hungarian higher education students (N = 356), exploring their expectations, satisfaction, obligations and self-image. Combining the emerged six factors for expectations (personalization, development of soft skills, competent teachers, labour market preparedness, support, flexibility) and three factors of obligations (performance and activity, preciseness and punctuality, obedience and respect), we created Psychological Contract Profile Clusters (outcome-centred, teacher-centred, learner-centred, learning-centred, content-centred and self-centred students). We discuss the possibilities of using the findings in order to enhance the learning experience through psychological profile clustering based quality development.