A SERVQUAL-based gap analysis in higher education: Basis for online learning improvement

Abstract

This study aimed to establish a foundation for enhancing online learning experiences in higher education by evaluating service quality through the SERVQUAL framework. Specifically, it examined the gaps between students’ expectations and satisfaction across five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The study provided empirical insights to guide improvements in digital learning environments. An analytical research design, utilizing SERVQUAL gap analysis to assess online learning service quality was used. Data were collected through an online survey of 1,892 college students, measuring their perceived expectations and satisfaction with online learning modality. The paired sample t-test and Cohen’s d effect size analysis were used to quantify the significance of the gaps. The results indicated significant negative gaps across all five SERVQUAL dimensions (p < .001), confirming that online learning platforms fall short of students’ expectations. The largest gaps were observed in technological reliability, instructor responsiveness, and institutional support, suggesting systemic deficiencies in online education. These findings highlight the urgent need for infrastructure improvements, faculty training in digital pedagogy, and enhanced student support services. This study provides a data-driven foundation for improving online learning systems using SERVQUAL analysis, offering actionable insights for higher education institutions, policymakers, and educators to enhance the quality and effectiveness of digital learning environments.