Assessing service quality in tertiary Education using adapted SERVQUAL scale

Figures & data

Table 1. The SERVQUAL scale dimensions descriptions

Dimension	Description
Tangibles	The appearance of the personnel, equipment, and physical facilities
Reliability	The ability to perform the desired service dependability, accurately, and consistently
Responsiveness	The willingness to provide prompt service and help customers
Assurance	Employee courtesy, knowledge, and ability to convey trust and confidence
Empathy	The delivery of caring and individualized attention to clients

Source: Parasuraman et al. (1988).

Table 2. The reliability statistics of SERVQUAL Dimensions

No	SERVQUAL Dimensions	Items	Reliability Statistics
1	Tangibility	5	0.703
2	Reliability	5	0.760
3	Responsiveness	3	0.884
4	Assurance	4	0.787
5	Empathy	4	0.892

Table 3. Results of students’ expectations and their perceptions and gap analysis on SERVQUAL dimensions

Service Quality Dimensions	Students’ Expectation		Students’ Perception		GAP (MP-ME)
Tangibles	Mean	SD	Mean	SD
Modern and up-to-date equipment	4.79	.684	3.00	.788	−1.79
Visual appeal of physical facilities	4.27	.650	3.05	.765	−1.22
Well and neatly dressed staff	4.38	.645	4.17	.761	−0.21
Visual appeal of materials	4.32	.666	3.11	.846	−1.21
Convenient operating hours	4.62	.782	3.51	.673	−1.11
Overall mean	4.48		3.37		−1.11
Reliability	Mean	SD	Mean	SD	GAP (MP-ME)
Providing services as promised	4.11	.674	3.99	.794	−0.12
Sincere interest of personnel in solving problems	4.26	.704	3.57	.816	−0.69
Carrying out of the services right at the first time	4.28	.680	3.15	.774	−1.13
Providing services at the appointed time	4.85	.685	3.17	.753	−1.68
Telling when services will be performed	4.23	.685	3.22	.760	−1.01
Overall mean	4.35		3.42		−0.93
Responsiveness	Mean	SD	Mean	SD	GAP (MP-ME)
Staff give prompt service to students	4.13	.672	4.11	.674	−0.02
Staff is always there to help students	4.25	.674	3.07	.796	−1.18
Staff respond promptly to queries	4.19	.770	4.02	.736	−0.17
Overall mean	4.19		3.73		−0.46
Assurance	Mean	SD	Mean	SD	GAP (MP-ME)
Students feel safe while receiving services	4.08	.730	3.12	.678	−0.96
Students trust the teaching staff	4.26	.700	3.13	.744	−1.13
Staff are courteous with students	4.22	.708	4.05	.712	−0.17
Professors know to answer students’ questions	4.16	.699	4.10	.732	−0.06
Overall mean	4.18		3.6		−0.58
Empathy	Mean	SD	Mean	SD	GAP (MP-ME)
University gives individual attention	4.05	.651	3.03	.698	−1.02
Dealt with a caring fashion	4.24	.653	3.09	.773	−1.15
Staff keep students’ interest at heart	4.21	.722	3.10	.743	−1.11
Understanding the specific needs of students	4.00	.696	3.11	.776	−0.89
Overall mean	4.13		3.08		−1.05

Key: MP: Mean Perception; ME: Mean Expectation

Source: Yousapronpaiboon (2014, p. 1093)

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multi-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.

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Yousapronpaiboon, K. (2014). SERVQUAL: Measuring higher education service quality in Thailand. Procedia-Social and Behavioural Sciences, 116, 1088–1095. https://doi.org/10.1016/j.sbspro.2014.01.350

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