Abstract
Objective: This article aims to report the application of the SERVQUAL model in a public higher education institution from the student body's perspective, in order to assess the Quality of administrative services. Methods: The SERVQUAL Model, which was developed by Parasuraman Zeithaml and Berry, was applied and the "expectation" and the "perception" of respondents were evaluated, resulting in Perceived Quality. Results: The results show that, between five proposed and evaluated dimensions in the Model, the "tangibility" was the only one with positive results. Limitations: The study took place in a Brazilian public higher education unit, whose results cannot be considered to all units. Data were collected by the student body, since these services are exclusively provided to them. Originality/value: The use of the SERVQUAL method to evaluate services provided by education institutions is not trivial, thus their analysis can collaborate with managers in preparing the unit strategic planning as well as demonstrating that the method can be used by other institutions wishing to evaluate the quality of services offered to their students.
Highlights
Lovelock (2011, p.5) reports that: “The percentage share of the service sector is growing in almost all economies in the world. [...] Even in emerging economies, the production of services has been growing rapidly and often can represent up to half of the Gross Domestic Product (GDP). [...] The increase of wealth generated by value of knowledge allows its owners to possess income to pay for the provision of other services – which increases demand in the services market.”
This study aims to report the application of the SERVQUAL model obtained in administrative services in a public higher education institution from the student body’s perspective
Cristina et al, (2013, p. 600), states that: “The requirements of the knowledge society, which has affected higher education institutions in most of the world, [...] and through a greater emphasis on research and innovation, and extended access that has been given to education and learning opportunities throughout life. [...], quality measurement is becoming increasingly important in higher education.”
Summary
Lovelock (2011, p.5) reports that:. “The percentage share of the service sector is growing in almost all economies in the world. [...] Even in emerging economies, the production of services has been growing rapidly and often can represent up to half of the Gross Domestic Product (GDP). [...] The increase of wealth generated by value of knowledge allows its owners to possess income to pay for the provision of other services – which increases demand in the services market.”. Faced with the Brazilian reality where the provision of Services is in general still incipient compared to the quality offered to the market, it is important to identify models that can be applied in organizations, and that generate performance indicators, and may serve as a comparative baseline for future services In this context, this study aims to report the application of the SERVQUAL model obtained in administrative services in a public higher education institution from the student body’s perspective. The results originated from analyzes made in five different courses, which are part of the Higher education institution (HEI) This requires companies in this sector to be more and more prepared, identifying market demands, preferably offering quality services as they face the levels of the customer’s requirements, searching and applying strategies that contribute to their improvement and, above all, identifying different ways to assess the services provided. Final remarks, the limitation of research and suggestions for future studies are presented
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