Abstract
The Article attempts to analyze service quality in higher education institutions of Malaysia. The study used the Gap Model presented by Parasuraman et al. (1985, 1988) to identify the difference between expected quality and perceived quality in higher education institutions of Malaysia. The study focused to identify gaps of Turkish students in Malaysian universities Five basic dimensions of service quality measured through SERVQUAL (Instrument for service quality measurement). These dimensions are tangibles, reliability, responsiveness, assurance, and empathy. A stratified sample of 41 Turkish students has been selected from top five public universities in Malaysia. Results showed a negative service quality gap in higher education institutions of Malaysia from Turkish students’ perception which indicated perceived service quality is below than expectations of Turkish students in Malaysian universities.
Highlights
According to UNESCO (2009) and Naidoo (2009), the numbers of students who are studying abroad in the past decades have been growing from 150,000 to 2.8 million since 1955 to 2007
Results exposed high expectations of the Turkish students regarding service quality in higer education in Malaysia but low perception value indicated a negative gap of service quality, which reflects dissatisfaction of Turkish Students studying at Malaysia
The gap theory suggests that the difference between consumers’ expectations about the performance of a general class of service providers and their assessments of the actual performance of a specific provider within that class will drive the perception of service quality
Summary
According to UNESCO (2009) and Naidoo (2009), the numbers of students who are studying abroad in the past decades have been growing from 150,000 to 2.8 million since 1955 to 2007 This phenomenon can be seen as an emerging perspective of internationalization or “massification” of education to increase the higher institution’s influence, visibility, and/or market share at the international level (Gibbons, 1998; Denman, 2005) which inevitably opened up many options for students to study abroad (Markovic, 2005). This exploratory study seeks to understand the influx of Turkish students to Malaysian universities from the service quality perspective
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