IDEAS home Printed from
   My bibliography  Save this article

Sustainability of Western branch campuses in the Gulf Region: Students’ perspectives of service quality


  • Bhuian, Shahid N.


Using the widely used SERVQUAL model of service quality, this study examines the discrepancies between students’ expectations and perceptions regarding the service quality dimensions of tangibility, reliability, responsiveness, assurance and empathy in the context of Western branch campuses in Qatar. A stream of higher education literature suggests that higher education has become an intensely competitive market where students look for evidences of service quality while making the uncertain and highly risky decision of choosing a university. Thus, universities, particularly that are faced with a chronic enrollment crisis can no longer ignore to listen to students and to facilitate students’ participation in tracking and managing the service quality. Even though the Gulf Cooperation Council (GCC) region has become a leading international education hub by establishing over 60 branch campuses of Western institutions, most of them are operating under capacity because of their inabilities to attract adequate number of students, which is becoming a rising threat for the sustainability of these branch campuses. Drawing from the customer value-based theory, it can be argued that by focusing on student-oriented service quality, branch campuses can create a better service value for students and, in turn can attract and retain students. Nonetheless, comprehensive empirical studies to assess all the salient dimensions of the service quality of branch campuses from students’ perspectives are lacking. Unfortunately, regarding the issue of quality, branch campuses in the Gulf region are mostly focused on the traditional means of accreditation, course review, and students’ feedback on course delivery. Analyzing a sample of over two hundred students representing branch campuses in Qatar, this study finds that students’ perceptions of all salient dimensions of service quality are lower than their expectations. More specifically, branch campuses could not meet, let alone exceed, the service quality expectations of students in any of the significant dimension of the service quality—service processes, interpersonal contacts, and physical aspects. It appears that the mere transplantation of Western models of education in this culturally distinct host country is not enough to create a superior service value for students. As service providers, branch campuses in the Gulf region will be better off if they strive to align their service offerings as per students’ expectation and values. Theoretical and practical implications are discussed.

Suggested Citation

  • Bhuian, Shahid N., 2016. "Sustainability of Western branch campuses in the Gulf Region: Students’ perspectives of service quality," International Journal of Educational Development, Elsevier, vol. 49(C), pages 314-323.
  • Handle: RePEc:eee:injoed:v:49:y:2016:i:c:p:314-323
    DOI: 10.1016/j.ijedudev.2016.05.001

    Download full text from publisher

    File URL:
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    1. Roger Bennett & Rehnuma Ali-Choudhury, 2009. "Prospective Students' Perceptions of University Brands: An Empirical Study," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 19(1), pages 85-107, May.
    2. Lee Cronbach, 1951. "Coefficient alpha and the internal structure of tests," Psychometrika, Springer;The Psychometric Society, vol. 16(3), pages 297-334, September.
    3. Irene C. L. Ng & Jeannie Forbes, 2009. "Education as Service: The Understanding of University Experience Through the Service Logic," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 19(1), pages 38-64, May.
    4. Helena Alves & Mário Raposo, 2009. "The measurement of the construct satisfaction in higher education," The Service Industries Journal, Taylor & Francis Journals, vol. 29(2), pages 203-218, February.
    5. Levatino, Antonina, 2015. "Transnational higher education and skilled migration: Evidence from Australia," International Journal of Educational Development, Elsevier, vol. 40(C), pages 106-116.
    Full references (including those not matched with items on IDEAS)


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. repec:cmn:journl:y:2018:i:2:p:63-80 is not listed on IDEAS


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:injoed:v:49:y:2016:i:c:p:314-323. 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: (Dana Niculescu). General contact details of provider: .

    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 CitEc recognized a reference but did not link an item in RePEc 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 RePEc Author Service 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.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.