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Assessing The Quality Of Higher Education Services Using A Modified Servqual Scale

Author

Listed:
  • Shpëtim Çerri

Abstract

The purpose of the study is to assess the service quality in high public education in Albania, using the SERVQUAL approach. Today Albanian public universities are facing fierce competition from private universities, so they find imperative focusing firmly on service quality they offer to students. The paper reports on a modified SERVQUAL survey of students from five public universities in Albania. The survey aims to capture the perceptions and expectations students have about the service they receive in respective universities, leading to an evaluation of overall perceived service quality based on gap analysis. The data analysis reveals interesting findings on students' perceptions of service quality in high education. The universities' management would benefit from these findings by knowing which gap should receive the most attention in order to gain competitive advantage. An improved service quality will also help them to face the competition from other high education institutions. The study confirms the SERVQUAL scale as a suitable tool in assessing service quality in public sector, holding the same strengths as in private sector. The continuous measurement of service quality in universities will help in engaging in a continuous improvement of this quality, creating a good basis for achieving higher objectives. Service quality measurement will also help in creating a market-orientation for public universities, focusing more on the student as a customer.

Suggested Citation

  • Shpëtim Çerri, 2012. "Assessing The Quality Of Higher Education Services Using A Modified Servqual Scale," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(14), pages 1-32.
    • Handle: RePEc:alu:journl:v:2:y:2012:i:14:p:32
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    File URL: http://oeconomica.uab.ro/upload/lucrari/1420122/32.pdf
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    Citations

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    Cited by:

    1. Yahia-Berrouiguet ABDELKRIM & Bensmain Abdessalem SALIM, 2015. "Assessment Of The Service Quality In The Preparatory School Of Economics Through Servperf Model," Romanian Economic Business Review, Romanian-American University, vol. 10(4), pages 127-136, december.
    2. Skapinaki, Athina & Salamoura, Maria, 2020. "Investigating primary school quality using teachers’ self-efficacy and satisfaction," MPRA Paper 98248, University Library of Munich, Germany.
    3. Codruţa Dura & Claudia Isac, 2014. "The diagnosis of the quality of educational services within the University of Petroşani," Annals of the University of Petrosani, Economics, University of Petrosani, Romania, vol. 14(1), pages 71-90.
    4. Skapinaki, Athina & Salamoura, Maria, 2020. "Investigating primary school quality using teachers’ self-efficacy and satisfaction," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1), pages 17-20.
    5. Yalcin Kavus, Bahar & Gulum Tas, Pelin & Ayyildiz, Ertugrul & Taskin, Alev, 2022. "A three-level framework to evaluate airline service quality based on interval valued neutrosophic AHP considering the new dimensions," Journal of Air Transport Management, Elsevier, vol. 99(C).
    6. Widaryanti Widaryanti & Arief Daryanto & Anas Miftah Fauzi, 2016. "The Students Satisfaction Oriented: Academic Service Improvement Strategy, Department of Aquatic Resources Management, Bogor Agricultural University, Indonesia," Journal of Education and e-Learning Research, Asian Online Journal Publishing Group, vol. 3(3), pages 98-105.
    7. Athina Skapinaki & Maria Salamoura, 2020. "Investigating primary school quality using teachers' self-efficacy and satisfaction," Post-Print hal-02448458, HAL.

    More about this item

    Keywords

    SERVQUAL; higher education; service quality; Albania;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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