Identifying the Gaps in the Service Quality of the University of Baguio Through the Lens of the Cardinals

Abstract

In response to the necessity to identify the service gaps that exist in the quality of service that the University of Baguio Athletic Office provides to its main clients, the student-athletes, this study delves into the experiences of the University of Baguio’s student-athletes from different sports from their recruitment until they finished their studies at the said University. This qualitative descriptive study aims to unravel the motivations, challenges, conflicts, gaps, and perspectives of the student-athletes on the services provided to them and have experienced in terms of the different support and facilities and craft a student development program to guide the varsity players in their journey as they perform their duties and responsibilities as students and athletes. This research employed recorded interviews as the goal is to capture the first-hand experiences of the participants as well as their perspectives and the way they feel about the services provided to them. Their responses were carefully analyzed and studied and various experiences from their recruitment to graduation were shared, four gaps were identified using the Gaps Model of Parasuraman et al. (1985). Through this, some recommendations were formulated to address such gaps.