University Service Quality Research Articles

Internationalizing Higher Education: The Effect of Country-of-Origin on the Evaluation of Service Quality

As the higher education industry in Asia is prospering, attracting students internationally is becoming more competitive for countries in the region, particularly in Malaysia. The establishment of foreign universities in Malaysia has contributed to healthy competition in the higher education sector as these foreign universities provide potential students with more choices for degrees according to the university country-of-origin (COO). Inevitably, service quality offered by a university is among the most important determinants on a student’s behavioral intention. Hence, this paper aims to explore the relationship between a university country-of-origin, university service quality and its effect on university students’ behavioral intention (word-of-mouth and eventually intention for further study). Data is analyzed using an independent sample t-test and bivariate analysis. Contrary to previous research, results show that there are no significant differences between service quality, word-of-mouth and intention for further study and the university COO. Justification and implications of the study are discussed.

Service quality, customer satisfaction in technology-based universities

To achieve the twin objectives of satisfaction and loyalty, service quality in the university sector needs to be evaluated from both the internal (customers) and external (service providers) perspectives. Against this background, this article reviewed issues involved in service quality in universities from the customer satisfaction and attachment points of view, taking students as primary customers, especially in technology-based universities in Nigeria. The review noted that, service quality and customer satisfaction has direct relationship, because the students’ expectations of a university education are skewed towards learning experiences and individual preferences, implying students’ enrolment decision depends on the service encounters relating to factors like support facilities and infrastructure, image and marketing, academic issues, administrative issues, location and access. Key words: Service quality, higher education, customer satisfaction, institutional attachment.

Comparative Analysis of Business Students’ Perceptions of Service Quality Offered in Kenyan Universities

The purpose of this study was to ascertain business students’ perception of quality of service provided by public and private universities in Kenya. As a comparative study, it aimed at understanding how various factors or dimensions of service quality affected their perception within a university setting. The comparison was between two public and two private universities located in rural and urban settings in Kenya. A survey design of cross sectional nature was used to assess business students’ perception of service quality. A 7-point likert scale questionnaire was used. It contained 73 statements about university administration, lecture halls, students’ cafeteria, library, residential halls, switch board, student support, academic staff, general institution and students’ welfare. The questionnaire also contained statements about overall quality of the institution, students’ feelings about the institution and their future visits in addition to the background data of the respondents. A total of 424 questionnaires were used for analysis. Findings indicated that most university students were positive about the quality of service they received in their respective universities with overall mean scores above average. The important dimensions or factors that determined service quality in Kenya universities were administrative quality, academic quality, programs quality, student support, and availability of resources. The comparative analysis indicated that the Rural Private university perception was most positive leading with an average score of 5.25, followed by Urban Public university (4.42), Urban Private university (4.22) and Rural Public university (4.07) in that order on a scale of 7.0. One of the limitations of this study was in the sample whereby the study measured only business students’ perceptions and left out all the other students taking other degree programmes. This limits the generalization of the findings across universities. The managerial implication is that measuring students perceptions of service quality enables a university to prioritize important factors identified as important by the students for effective allocation of resources. Comparing perceptions across the universities is critical for benchmarking and collaborative accreditations.

Measuring service quality of a public university library in Bangladesh using SERVQUAL

PurposeThe main aim of this paper is to report on an examination of the service quality of Dhaka University Library (DUL), a premier public university library in Bangladesh, from its users' viewpoint.Design/methodology/approachA survey was conducted among faculty, graduate and undergraduate students of DUL using a modified version of SERVQUAL. The gap differences between users' expected and perceived services were calculated. The concept of zone of tolerance was applied to see which items of service quality equal, exceed or fall short of user perception. The study analysed the desired service expectations of the users. Finally, the dimensions of service quality were determined through exploratory factor analysis.FindingsThe results of the study showed that DUL services are lagging far behind what is expected by its users. The result of the zone of tolerance showed that most of the items of service quality are not within the range of tolerance. A number of users' desired expectations for service quality are identified. The results obtained through exploratory factor analysis suggest that university library service quality consists of four dimensions – i.e. affect of service (organisational), collection and access, library as a place, and affect of service (personal) – which are different from SERVQUAL's original dimensions.Originality/valueThis is the first time an effort has been made to measure the service quality of a university library in Bangladesh. It is hoped that this study will trigger more research on assessing service quality in various university libraries in Bangladesh.

Evaluating service quality in universities: a service department perspective

Purpose – The purpose of the study is to report on an in‐depth exploration of service quality in an Information Technology service department in a Higher Education Institute (HEI) and to evaluate the instrument used.Design/methodology/approach – The study surveys customers using the SERVQUAL instrument, which is one of the most widely used and applied scales for the measurement of perceived service quality.Findings – A focused and rigorous examination of customers' views of the importance of the service elements is provided. The study confirmed previous research that the application of SERVQUAL in the public sector can produce different service quality dimensions from those found in private sector services. It was also found that the service quality gaps, and the relative importance of the five dimensions of service quality, were the same for students and staff, albeit with some specific differences. Reliability was the most important dimension for all customers and the greatest improvement in service qua...

An Analysis of University Service Quality Gap and Student Satisfaction in Indonesia

An Analysis of University Service Quality Gap and Student Satisfaction in Indonesia

A Comparison of SERVQUAL and I-P Analysis: Measuring and Improving Service Quality in Egyptian Private Universities

ABSTRACT The overall purpose of this research is to further our understanding of how students perceive service quality in Egypt's private universities. The paper also tests the SERVQUAL dimensions in higher education within an Arab, non-Western context. A sample of 508 students from four private universities in Egypt participated in the study. Student questionnaires based on the Arabic version of SERVQUAL instrument were distributed during classes and collected from participants immediately upon completion. Importance-performance (I-P) analysis distributed the SERVQUAL's 22 items among the grid's four quadrants. The results highlighted a three-factor solution with 79 per cent of variance explained. This result does not support the 5 components original SERVQUAL. The results of I-P analysis revealed that 9 attributes are located in quadrant I (concentrate here), 2 in quadrant II (keep up the good work), 8 in quadrant III (lower priority), and 3 attributes in quadrant IV (possible overkill). This study has provided some insights into the factors associated with service quality in higher education within an Arab, non-Western context. The more is known of how students perceive service quality in higher education, the more quickly and efficiently quality can been enhanced, thereby allowing universities to capitalize on opportunities that will emerge as private education markets open in Egypt.

The influence of explicit and implicit service promises on Chinese students’ expectations of overseas universities

PurposeThis study aims to extend the knowledge and literature on which information sources influences (explicit service promises such as advertising, personal selling; implicit service promises such as tangibles and price; past experiences; word of mouth; image and reputation) Chinese students’ expectations of overseas universities’ service quality.Design/methodology/approachData were collected from undergraduate Chinese students from two universities in Australia. A total of 133 questionnaires were returned for data analysis. Factor analysis and multiple analysis of variance were conducted for this study.FindingsResults indicate the three most influential sources of information on Chinese students expectations of universities are: past experiences, advertising and word of mouth. Findings suggest that the more explicit and implicit service promises the respondent is exposed to; the higher the desired and predicted expectations of the university's service quality. However their level of expectations (both desired and predicted) is considerably greater when exposed to explicit service promises.Research limitations/implicationsOne limitation of this study includes the results obtained as not necessarily generalisable or applicable to other cultures (for instance Europeans). Future research could examine Chinese students’ formation of expectations based on other factors such as human values.Originality/valueThe theoretical contribution of this study consists of applying and extending Zeithamlet al.'s model, that proposes that a customer's level of expectations is dependent on several antecedents, within a higher education (pre‐purchase) context using a Chinese sample. The main managerial implication is that measuring the influence of information sources on Chinese students will provide universities with more effective ways of targeting Chinese consumers with their marketing communication campaigns.

STUDENT SERVICES AT AMERICAN INSTITUTIONS OF HIGHER EDUCATION ACCREDITED BY THE ACCREDITING ASSOCIATION OF BIBLE COLLEGES

This study attempted to determine the types, extent, and quality of student personnel services in colleges and universities accredited by the Accrediting Association of Bible Colleges (AABC). Based upon the findings of the research, four major conclusions were drawn: (1) the chief student affairs officers at AABC schools are highly homogeneous in terms of their gender, ethnicity, and educational histories; (2) the types of student services provided by the institutions are those generally believed to be essential to student services within colleges and universities; (3) the extent of student personnel services at AABC schools was average to extensive; and (4) the quality of student services was self-reported as somewhere between fair to good. Financial aid services and student activities were rated as very good.

An Examination of Students' Perceptions of Service Quality in Higher Education

ABSTRACT This paper focuses on university students' perceptions of educational service quality. Results suggest that both technical and functional quality are important dimensions that shape students' perceptions of their university's service quality. Although both dimensions are important, the findings suggest that the quality of education, campus facilities and the environment, and course process impact significantly on students' perceptions of service quality. The authors empirically measure students' perceptions using the SERVPREF methodology. Four hypotheses are formulated about the relationship between two main service quality dimensions, technical and functional, and perceived service quality. These relationships are tested using multiple regression analysis and ANOVA. The findings are discussed as are the implications for educational marketers and managers.