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Service Quality in Higher Education


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Service Quality in Professional Higher Quality using SERVQUAL

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Service Quality in Higher Education

  1. 1. Expectations, perceptions and satisfaction of students of professional higher Education in North Eastern Region, India SERVICE QUALITY IN HIGHER EDUCATION
  2. 2. Introduction Quality Higher Education has proved to be the major tool for socio-economic transformation. This is particularly true i n case of developing nations. Quality higher education enables empowerment by overcoming the limitations of physical resources. North Eastern region comprising eight states viz. Assam, Arunachal Pradesh, Manipur, Meghalaya, Mizoram, Nagala nd, Sikkim and Tripura, is an important geographical entity. The literacy rate in many of these states is above the rest of the country. Quality higher education, thus especially in north eastern region will help to circumvent the natural resource constraints and creation of knowledge infrastructure to wards self-empowerment of the people. Besides, during the last two decades, measuring service quality in higher education has become increasingly important for attracting and retaining tuition-based returns (Angell et al., 2008). Therefore, it is vital for higher education institutions to actively monitor the quality of services and safeguard the interests of stakeholders through the fulfillment of their real needs and wants. (Zeshan, 2010; Al-alak, 2009).
  3. 3. LITERATURE REVIEW What Is Service Quality? Service quality is a comparison of expectations with performance. A business with high service quality will meet customer needs whilst remaining economically competitive. Improved service quality may increase economic competitiveness. Components of Quality: Service-based Tangibles: Appearance of physical elements Reliability: Dependable and accurate performance Responsiveness: Promptness; helpfulness Assurance: Competence, courtesy, credibility, security Empathy: Easy access, good communication, understanding of customer
  4. 4. Capturing the Customer’s Perspective of Service Quality: SERVQUAL  To measure customer satisfaction with various aspects of service quality- Zeithmal developed a survey research instrument  based on premise that customers evaluate firm’s service quality by comparing  Their perceptions of service actually received  Their prior expectations of companies in a particular industry  Developed primarily in context of face-to-face encounters  Subsequent research has highlighted some limitations of SERVQUAL
  5. 5.  Respondents will complete a series of scales that measure their expectations of companies in a particular industry on a wide array of service characteristics ,subsequently they will be asked to record their perceptions of a specific Institute whose services they are using.  When perceived performance ratings are lower than expectations =poor quality  Reverse= good quality Service Quality and Students Satisfaction: The service quality literature is primarily founded on two themes: service quality and customer satisfacti on. Some scholarly controversy and disagreement surrounds the relationship between the constructs of service quality and customer satisfaction. Despite this fact, these constructs originated from two differen t research theories, both share the use of perceptions and expectations as the main antecedent constru cts. While others believe that it is service quality that leads to customer satisfaction and behavioral intentions (Carrillat et al., 2009; Chia et al., 2008; Molinari et al., 2008; Ott, 2008). SERVQUAL
  6. 6. Problem Statement  The quality of education depends on several intrinsic factors like curriculum, teaching learning, Evaluation,infrastructure facilities, learning resources, managerial and organizational efficiencies and in innovative approach to cope with the emerging challenges.  This region’s development is impeded by certain inherent difficulties such as inadequate infrastructure, adverse climatic conditions and mountainous landscape.  The region is endowed with rich biodiversity.  Ethnic factors, demographic problems, transport and communication, socio-cultural and economic factors have great influence in the development of higher education
  7. 7. Research Objectives  To Study the student’s perception and expectations in professional higher education Institute in North Eastern Region (India).  To explore the relationship between students perceptions expectations and their overall satisfaction.  To investigate the extent of influence of service quality on the overall satisfactions of students using SERVQUAL.
  8. 8. Research Methodology Research Design Data Collection Data Type- The study will use both Primary as well as Secondary data for the research and analysis. Secondary data will throw l ight on industry, as a whole while Primary data will be useful in understanding the pros and cons of the service quality of Institute ’s. Data Source Primary Data – Primary data source will be self-administered questionnaire fill by professional full time Students. Secondary Data – Secondary data will be from institutional and sector policy analysis to explore student perceptions of higher ed ucation quality and standards. Data collection method and Research instrument For Primary data collection a preset questionnaire will be used which the respondents and the data collector will fill jointly. Method – Survey. Instrument – Preset questionnaire. Sampling Technique Sample Size – Proper sample size will be taken Sampling Type – quantitative Sampling Target – Student’s (MBA, MTECH, B.E, B.TECH) and faculty of public institute.
  9. 9. SCOPE OF THE STUDY Though it is being realized that ‘Higher Education is no longer a luxury, and no quality service is provided, it is essential to national, social and economic development’ (UNESCO, 2000). In the last couple of decades north east India has been gifted with number of universities and institutions. This is important now to evaluate their qualitative performance. The objective here is to investigate what are the visible impacts one can see in the society as the higher education is being increasingly imparted to the people of this region, their performance standard, and whether the reform measures can bring any tangible solution to the problems of overall declining standard. The study will take up both quantitative and qualitative assessment of the above mentioned objectives.