Comparison of Service Quality Gaps among Teachers and Students as Internal and External Customers

Abstract

Using an internal marketing (IM) approach, this study aims to compare the quality gap of educational services among students (service customers) and teachers (service providers) at the district 6 public high schools of Tehran, Iran. In a cross-sectional study, the survey questionnaire was completed by two distinct groups of respondents, 230 teachers and 384 students. Findings indicate that there is negative gap in each of the five dimensions among both groups of teachers and students. Quality gaps from viewpoint of both groups were negative. The largest mean quality gap from students and teachers viewpoint was in the responsiveness and tangibility dimensions, respectively. The largest and smallest differences between students and teachers viewpoint were in the responsiveness and tangibility dimensions. The findings show a need for implementation of IM.