Quality of University Services: Dimensional Structure of SERVQUAL VS. ESQS

Abstract

Analysis of service quality from the perspective of the customer has generated much attention. The scale most used to develop such studies is the SERVQUAL. This tool has undergone much criticism, mainly focusing on the situational instability shown by the dimensions in certain cases. This work does not reject the proposals of that instrument, but attempts to improve its internal consistency and assess its dimensional structure. To do this, the Enlarged Service Quality Scale (ESQS) has been designed and applied to the university context. The ESQS is mainly characterized by compensating the number of items in all the dimensions, seeking better intra-dimensional consistency. The results confirm the applicability of this scale in non-educational university services, show considerable improvement in its consistency and, further, indicate that the traditional dimensions of SERVQUAL can be reduced and clustered in the macro categories, interactive quality and physical quality. The data also demonstrate the importance of the dimensions related to personalized treatment and interaction in user satisfaction. [Service Science, ISSN 2164-3962 (print), ISSN 2164-3970 (online), was published by Services Science Global (SSG) from 2009 to 2011 as issues under ISBN 978-1-4276-2090-3.]