The Application of SERVQUAL to Business Schools in an Emerging Market: The Case of Tanzania

Abstract

Quality of business schools is often measured in the form of rankings in major newspapers and journals. However, this limited discussion of quality has largely concentrated on a small number of business schools in Western Europe and North America. Given the importance of education for economic development it is important to study also the service quality of business education in emerging markets. The purpose of this study is to answer five research questions related to students’ and staff's perceptions of service quality received/delivered in business schools in Tanzania, an emerging market, and examine the relative importance they attached to the service quality dimensions. A cross-sectional survey design was adopted using a re-phrased original SERVQUAL instrument to suit an educational setting. Service quality of education institutions has traditionally been assessed based on factors not linked to students’ perceptions. An empirical insight about students’ perceptions of service quality received in emerging markets is provided. Comparison of gap scores between students and staff indicate no significant difference. Importance attached to different dimensions by staff and students is found to be significantly different. Practical implications for service quality monitoring, evaluation and improvement with students and staff as focus groups are highlighted.

KEYWORDS:

• service quality
• SERVQUAL
• business schools
• emerging market
• Tanzania

Notes

Note. *significant at p = 0.05.

Note. *significant at the p = 0.05.

Source: Parasuraman, Berry, and Zeithaml (1991).