Advanced Search
MyIDEAS: Login to save this paper or follow this series

Measuring Business Schools’ Service Quality in an Emerging Market Using an Extended SERVQUAL Instrument

Contents:

Author Info

  • Esther Mbise

    (College of Business Education, Dar-es-Salaam, Tanzania. ermbise@yahoo.com)

  • Ronald S.J. Tuninga

    (Open University of the Netherlands, Heerlen, the Netherlands. ron.tuninga@ou.nl)

Registered author(s):

    Abstract

    Purpose: An extended SERVQUAL instrument is developed, validated and used to measure perceived service quality delivered to students by business schools in an emerging market economy. Design/ Methodology/Approach: The study adopts a quantitative approach. A longitudinal survey is conducted with conveniently selected students in their final year of study from two business schools in an emerging market economy. The study is based on the Gaps model (Parasuraman et al., 1985). Procedures for developing a reliable and a valid multi-item instrument are observed. Pre-testing of the instrument has been conducted before it is administered to the sampled population. Findings: The students’ gap scores on perceived education services from an emerging economy are presented. The use of the extended SERVQUAL model is suggested to monitor student/employee expectations and perceptions during and after the education service delivery process. Students attach different weights to the service quality dimensions. The new Process Outcome dimension is found to substantially add to the SERVQUAL model and is more important than the other dimensions. The validity of the extended SERVQUAL model for practical use is  >0.95. Prediction of the level of service quality delivered, using six dimensions, indicates that the level of service quality is explained mostly by Process Outcome and Tangibles dimensions. Research Limitations/Implications: The study was conducted at only two business schools, conveniently selected in an emerging market. This limits the generalization of results. The data were collected at two points in time using the same participants. This may have prompted the participants to remember responses given in the previous survey while responding in the second survey. Practical Implications: It is suggested that using the extended SERVQUAL model as a tool can enable managers of business schools to identify the factors on which students/employees base their quality assessment of the education services they receive. Knowledge of these factors will enable managers in emerging economies to periodically assess, sustain and improve quality of the whole service delivery process. Priorities can be set to allocate scarce resources properly to make effective investment decisions to improve quality per school and in higher education, in general. The paper further suggests that Regulatory bodies make use of this model when comparing performance of business schools, focusing on student experiences as a supplement to the traditional performance measures. Originality/Value: An extended SERVQUAL model has been developed and validated to measure education services quality of business schools from the perspective of students as customers who receive such services in an emerging market economy. A Process Outcome dimension measuring students’ satisfaction with the knowledge and skills received from education services has been added to the original SERVQUAL model. The study is longitudinal making it different from previous studies, which are mostly cross-sectional in nature.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://web2.msm.nl/RePEc/msm/wpaper/MSM-WP2012-04.pdf
    File Function: First version, 2012
    Download Restriction: no

    Bibliographic Info

    Paper provided by Maastricht School of Management in its series Working Papers with number 2012/04.

    as in new window
    Length: 32 pages
    Date of creation: Mar 2012
    Date of revision:
    Handle: RePEc:msm:wpaper:2012/04

    Contact details of provider:
    Postal: P.O. Box 1203, 6201 BE Maastricht
    Phone: +31 43 387 08 08
    Fax: +31 43 387 08 00
    Email:
    Web page: http://research.msm.nl
    More information through EDIRC

    Related research

    Keywords: Service Quality; extended SERVQUAL; and business schools;

    This paper has been announced in the following NEP Reports:

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:msm:wpaper:2012/04. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Maud de By).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.