Analysing Service Quality in the Education Industry

Abstract

This study examines the dimensions of service quality in the education industry by extending the SERVQUAL scale to include new items that specifically pertain to the education industry. The model is subsequently referred to as EDUQUAL. A total of 400 questionnaires were distributed among 3 stratified groups of BBA Executive students by their year of study. Self-administered questionnaires were distributed to respondents during March to April of 2000 and a response rate of 46 per cent was achieved. The use of one-column format questionnaire produced highly valid and reliable data set. Key findings of the study are those four dimensions in the education industry, relating to employees, tangibles, empathy and reliability represent service quality. The major implication for managers is that improvements in the tangibles are most likely to enhance consumer perceptions of service quality.