Service quality management and customer satisfaction in higher education: quality of services, customer satisfaction and customer behavioural intention in higher education

For the purpose of this project, a modified SERVQUAL instrument has been used to investigate undergraduate student perception of service quality at Cyprus College by
determining if gaps existed in student expectation versus the perception of the actual experiences. The researcher acquired answers for five research questions designed to determine the relationship between service quality, student satisfaction, student behavioural intention, and certain demographic variables (gender, nationality, and number of years at the college).
The population consisted of 1,398 students, which represented the fall 2006 semester enrolment. A cluster sampling methodology was used for the selection of 434
respondents. The researcher has tested the reliability and internal consistency of the survey instrument and it was found to be reliable and have adequate internal consistency. The Cronbach's total alpha was .919.
Each research question was analysed individually usmg descriptive data for expectation, perceptions, and gap scores. The results of the survey indicated that there was a wide gap between student's perceived performance and expectations in twenty out of the twenty-two measured items. The most problematic dimension appears to be the Empathy and the least problematic the Tangible dimension. The researcher found that gender, nationality and number of years at Cyprus College are of a little value in predicting student's evaluation of service quality. There were, however, statistical and practical significance found in the ANOV As for each dependent variable. In addition, the researcher has found that respondents, who stated that overall the quality of service is good or very good, appeared to be satisfied or very satisfied with Cyprus College. The same group of respondents appeared also to be more willing than the rest of the respondents to say positive things about the college and less willing to complain if they experience a problem. The findings were discussed among the academic and administration leaders of the college and a set of actions were decided and some have been implemented including service related procedural changes, employee motivation and training, and the establishment of a system of continuous assessment. The results that emerged from the study and the discussions can be useful for other institutions which are concerned
about their own quality practices.