Measuring university service quality by means of SERVQUAL method

Khodayar Abili · Fatemeh Narenji Thani · Maryam Afarinandehbin

41 citations0/0 files storedAsian Journal on Quality

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Customer Service Quality and Loyalty Evaluation of Teaching Practices Educational Outcomes and Influences

Abstract

Purpose The purpose of this paper is to determine university service quality in the International branch of Amirkabir University (Iran). Design/methodology/approach In this study, a total of 102 students in five courses (Electronic engineering, Civil engineering, Mechanical engineering, Chemical engineering and MBA) in the international branch of Amirkabir University, were asked to complete a SERVQUAL questionnaire. This questionnaire measured students’ perceptions and expectations in five dimensions of service that consists of assurance, responsiveness, empathy, reliability and tangibles. The quality gap of university services was determined based on differences between students’ perceptions and expectations. Findings The results demonstrated that in all of the five SERVQUAL dimensions there was a negative quality gap (p<0.05). Also responsiveness is the most important dimension for the students but had the largest gap. So improvements are necessary and the university must pay more attention to the students’ requirements. Research limitations/implications The current research was conducted among international branch of Amirkabir University, so the results are limited to those faculty, not to the whole of the university. Also, there were many questions in the questionnaire, which made the students tired and impatient. Originality/value There are limited researches that consider service quality in Iranian higher education. However, for the first time, the service quality of the international branch of Amirkabir University was measured in this research by SERVQUAL. Measuring education service via SERVQUAL in order to determine ways to improve quality is one of the major fields of application of the model. Continuous research in the field will benefit the welfare of the public society.

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References

1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 2004Measuring Service Quality: Servqual vs. Servperf Scales 2004Service quality in Higher Education using an enhanced SERVQUAL approach 2009Determining the relative importance of critical factors in delivering service quality of banks 2004Perception of Quality in Higher Education 2005A comparative analysis of international education satisfaction using servqual 2009An application of integrating SERVQUAL and Kano's model into QFD for logistics services 2010Measuring Perceived Service Quality Using SERVQUAL: A Case Study of the Croatian Hotel Industry

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2017SERVQUAL model applied to higher education public administrative services 2019The Role of Empathy in the Service Experience 2019Are there study mode differences in perceptions of university education service quality? Evidence from Zambia

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