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Rethinking Student Services: Assessing and Improving Service Quality

Author

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  • Raymond F. Zammuto
  • Susan M. Keaveney
  • Edward J. O'Connor

Abstract

Recruitment and retention of students are critical challenges facing university administrators. Similar problems related to attracting and retaining customers plague other service industries as well. While the benefits of enhanced service quality have helped many service industries address recruitment and retention problems, limited attention has been given to exploring opportunities provided by the service quality concept within the educational field. This manuscript describes a methodology which may be used to identify service quality improvement opportunities within an educational environment. Results of an investigation of the quality of services provided by four student enrollment services administrative subunits are presented. Specific changes relevant to improving the service delivery system are identified and implementation issues critical to successful management of needed transitions are discussed.

Suggested Citation

  • 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.
    • Handle: RePEc:taf:jmkthe:v:7:y:1996:i:1:p:45-70
    DOI: 10.1300/J050v07n01_05
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    Cited by:

    1. S. Santhana Jeyalakshmi & S. Meenakumari, 2016. "Service Quality Management: A Literature Review," Shanlax International Journal of Management, Shanlax Journals, vol. 3(4), pages 22-45, April.
    2. 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.
    3. Solomon Abekah Keelson, 2011. "Student Perception Of Teaching Quality In Business Schools: Evidence From Polytechnic Institutions In Ghana," Business Education and Accreditation, The Institute for Business and Finance Research, vol. 3(1), pages 77-88.
    4. Asaf Niwaz & Muhammad Saeed Khan & Tariq Mehmood Khan, 2013. "Evaluation of Job Placement and Satisfaction of Graduate Students of Virtual University Pakistan," International Journal of Learning and Development, Macrothink Institute, vol. 3(6), pages 37-46, December.
    5. Khyati Shetty Datta & Julie Vardhan, 2017. "A SERVQUAL-Based Framework for Assessing Quality of International Branch Campuses in UAE," SAGE Open, , vol. 7(1), pages 21582440166, February.
    6. Edward Mwangi Wangechi & Peter Koome & Paul Gesimba, 2020. "Effect of talent management on service delivery in the hospitality industry: A critical approach to learning and development process," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 9(5), pages 91-99, September.
    7. Libh Anthony L. Limama & Fatma M. Idris & Roderick C. Rodriguez & Gladys B. Ave & Alberto N. Bandiola, 2022. "Service Quality of an Educational Institution Office Employees: Basis For A Proposed Training Design," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(1), pages 23-45, January.

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