Exploring Cultural Differences in Service Quality in Higher Education: The Case of U.S. and Thai Students

Abstract

As service quality continues to grow in importance within higher education, universities are recognizing the need to assess student expectations and perceptions of educational services. This study examines the difference between U.S and Thai students regarding their assessment of service quality by utilizing the SERVQUAL instrument (Parasuraman, Zeithaml, and Berry 1988). The results indicate that both samples have expectation-perception gaps with their university service experiences. Overall, U.S. students have higher expectations and perceptions, but the gaps are greater for Thai students.