Measuring service quality and satisfaction of students: A case study of students’ perception of service quality in high-ranking business schools in Iran

Abstract

This paper aims to measure master students’ perception of service quality in business schools in Iran. In this research, an enhanced approach in use of modified SERVPERF for measuring students’ satisfaction in higher education is represented. The modified scale including 42 attributes was tested at 5 first-class business schools in Iran. Both confirmatory and exploratory factors analyses were undertaken on the data. A conceptual model including 6 dimensions which are entitled tangibles, reliability, empathy, employee, professor and career guidance was represented for measuring service quality in business schools by the authors. The research findings suggest that in all 6 dimensions, there is discrepancy between 5 selected business schools. Students in Sharif business school in 5 factors are more satisfied than those in other business schools except Tarbiat Modares. Students of selected business schools have positive evaluation of reliability and professors; however, they have negative evaluation of career guidance and employees’ dimensions of their schools. Our findings are not sufficient for different aspects of assessing business schools’ service quality in Iran. Furthermore, the research has focused on M.A students, and fails to include B.A and PhD candidates. It seems that Iranian business schools should focus more on their academic board and try to improve their academic credibility. Furthermore, they should have great attention to make warm relationship with students in order to build up trust and confidence and also help students realize their capabilities. The paper shows for the first time how service quality of business schools satisfy students and what is the importance of different dimensions of service quality. Moreover, it should be of interest to schools managers in order to improve the quality of schools’ services. Key words: Service quality, customer satisfaction, SERVPERF, business schools, master students.