Analysis of SERVQUAL Application to Service Quality Measurement and Its Impact on Loyalty in Ghanaian Private Universities

The purpose of this research is to use an adapted SERVQUAL method to measure service quality in Ghanaian Private Universities. The study use graphical technique for data presentation. The methodological approach follows the traditional SERVQUAL method of service quality perception and expectation as well as the difference scores determination. This approach is intended to improve SERVQUAL method analysis to achieve quality decision making based on graphical view of different relationships among the concepts used in the method. The study is on 321 students¡¯ perception and expectations of five different Private Universities in Ghana. The study finds that students¡¯ perception on Private Universities¡¯ performance predict their loyalty better than the expectations. Managerial action can be better taken on service quality variables when the difference scores are used as percentage on perception. However, different service quality measurement methods such as SERVPERF and HEdPERF should be used and compared the results with this modified SERVQUAL method in Ghanaian Private Universities. This research finding has the strength to equip marketing professionals and researchers to increase SERVQUAL method adoption among different academic institutions. The value in this study is found in highlighting the importance of difference scores and the graphical demonstration of relationships among service quality perception and expectation as well as loyalty constructs in Ghanaian Private Universities.