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Abstract
This article explores problem-based learning (PBL) as a teaching strategy for an undergraduate and graduate service management course. PBL enabled students to critically assess service quality issues, categorize customer feedback, and develop a survey to assess customer perceptions of service quality. Customer feedback was assessed via on-line customer reviews and categorized through content analysis utilizing SERVQUAL constructs. By framing the class project into “real world” examples, students were able to dissect the problems, to identify situational constraints, and ascertain a clear understanding of the desired outcome. The consolidation of online comments for 60 U.S. based restaurants is also reported.
