Study of Educational Service Quality in Mongolian Universities

Abstract

This research aims to define the degree of customer satisfaction in Mongolian higher educational services and determine quality characteristics that can be used to improve customer satisfaction based on the potential customer satisfaction improvement (PCSI) index using the Kano and SERVQUAL models. The Kano and Timko models were used through a questionnaire survey of students in Mongolian national universities based on a survey questionnaire aiming to classify the quality attributes by the SERVQUAL model to calculate the potential customer satisfaction improvement index. Moreover, the PCSI is used to assess the improvement possibilities with the Kano model’s attributes. The PCSI index represents how much a service feature can increase the degree of customer satisfaction when the service feature is completely fulfilled. More than 50 undergraduate students participated in this study. According to the PCSI calculation results, this research can help Mongolian national universities improve customer satisfaction among students. The PCSI index suggested by this research can also be used for other service quality analyses.