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The Service Quality Scale Debate: A Tri-Instrument Perspective for Higher Education Institutions

Author

Listed:
  • Ibrahim DANJUMA

    (Modibbo Adama University of Technology, Nigeria)

  • Faiza Abubakar BAWURO

    (Modibbo Adama University of Technology, Nigeria)

  • Mary Augustine VASSUMU

    (Modibbo Adama University of Technology, Nigeria)

  • Sharif Ahmed HABIBU

    (Modibbo Adama University of Technology, Nigeria)

Abstract

Service quality issues, over the years, have become an important consumer trend and have gained ground in service marketing literature in general, and the extant literature on higher education, in particular. Despite the fact that service quality is more difficult to measure than the quality of goods, several instruments for measuring service quality have been developed and validated, such as SERVQUAL, SERVPERF and HEDPERF. This article analysed three instruments for measuring service quality: SERVQUAL, SERVPERF, HEDPERF and compared them in terms of strengths and weaknesses within the context of higher education institutions. Although, both SERVPERF and HEDPERF instruments seem to have some reasonable measure of stability over the disconfirmation perspective of SERVQUAL scale, however, the growing competitions in the service industry has made SERVQUAL to be better because of its diagnostic ability. Using SERVQUAL to evaluate service quality would enable managers to identify and improve on those dimensions that are negatively perceived by customers. We conclude that the SERVQUAL scale is more robust than either of the performance-only SERVPERF and restrictive-oriented HEDPERF scales.

Suggested Citation

  • Ibrahim DANJUMA & Faiza Abubakar BAWURO & Mary Augustine VASSUMU & Sharif Ahmed HABIBU, 2018. "The Service Quality Scale Debate: A Tri-Instrument Perspective for Higher Education Institutions," Expert Journal of Business and Management, Sprint Investify, vol. 6(2), pages 127-133.
    • Handle: RePEc:exp:bsness:v:6:y:2018:i:2:p:127-133
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    References listed on IDEAS

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    1. Raymond F. Zammuto & Susan M. Keaveney & Edward J. O'Connor, 1996. "Rethinking Student Services: Assessing and Improving Service Quality," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 7(1), pages 45-70, June.
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    More about this item

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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