Exploring the Possibilities for Quality Improvement: An Internal Customer Perspective

Ines Dužević,Tomislav Baković,Ivana Štulec

doi:10.5901/mjss.2014.v5n13p29

Abstract

Surveys of service quality are usually based on the analysis of external customers’ expectations and perceptions, neglecting the attitudes and expectations of internal customers. However, internal customers have a very important role in the service quality system, especially in the service industry. In higher education, the role of internal customers is particularly important. Service quality in higher education depends mainly on the competences and performance of the faculty. Accordingly, the main goal of this study is to explore internal customers’ perceptions of service quality in higher education and to define possible quality improvements. Higher education service quality is analysed using a modified SERVQUAL instrument, adjusted for the higher education context. Exploratory factor analysis is used to define key service quality dimensions. Furthermore, the results are compared based on personal and institutional characteristics. In addition, this study includes an analysis of faculty satisfaction with the working environment and working conditions at higher education institutions. The results provide useful information for the management of higher education institutions, which can be used in the design and customization of quality plans aimed at fulfilling the needs and expectations of their internal customers. DOI: 10.5901/mjss.2014.v5n13p29

Highlights

Service quality is usually related to customer satisfaction
Faculty engagement and commitment create a culture and an environment that encourage student involvement. Faculty who challenge their students to solve more complex problems and who collaborate with students on their projects create an environment that encourages student involvement and, improve student learning outcomes
Principal component analysis was used to define key service quality dimensions in Croatian higher education based on faculty perception

Summary

Introduction

Service quality is usually related to customer satisfaction. The role of internal customers is important, especially in the service industry. Employees, may have significant impact on the service provisioning results and external customers’ satisfaction. More engaged faculty and students are important determinants of education quality (Newswier & Borrego, 2009). Faculty engagement and commitment create a culture and an environment that encourage student involvement. Faculty who challenge their students to solve more complex problems and who collaborate with students on their projects create an environment that encourages student involvement and, improve student learning outcomes. It is important to measure and strive to improve internal customer satisfaction

Objectives

Methods

Results

Conclusion