Abstract
Customer service and quality are driving forces in the business community. As higher educational institutions tussle for competitive advantage and high service quality, the evaluation of educational service quality is essential to provide motivation for and to give feedback on the effectiveness of educational plans and implementation. This research presents an enhanced approach to using SERVQUAL for measuring student satisfaction. It involves the use of factors concerning student services that are queried and surveyed using the SERVQUAL methodology. The proposed instrument was tested at two local universities. A rigorous analysis demonstrates the usefulness of the approach in gathering students' perceptions, analysing them, and reducing them to a form usable by management as an off‐the‐shelf service quality measurement tool.
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