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.

KEYWORDS:

• Quality of service
• higher education
• SERVQUAL
• importance-performance analysis
• Egypt