Education in Business Administration High and Services Quality Perception: a SERVQUAL scale application

Abstract

The institutional evaluation instruments establishment, able torecognize the student perception, has its role of fundamental importancefor the adequate educational services offer. From this principle, thispaper aims to verify, through the SERVQUAL, the perceived quality of theadministration students in a private school in the South of MinasGerais. We have performed a descriptive research. Data were collectedthrough the SERVQUAL questionnaire adapted to educational evaluation.The research base corresponded to the students last period of theAdministration course. They were selected because of the longevity oftheir contact with the course and institution. Data analysis involveddescriptive techniques (frequency distribution) and multivariate(cluster analysis and discriminating). In its results the work couldidentify well evaluated variables, also structures, processes andbehaviors that must be perfected. The use of statistical techniquesallowed the identification of two groups (called ``more demanding{''}and ``less demanding{''}) and the attributes responsible for dissent,which serves as a parameter for prioritizing improvement processes. Allorganization possesses customers with different quality expectations.The higher education institutions are no exception for this rule. Thus,only the identification of key attributes for the perception of thequality and its careful they can initiate analysis an effectiveprocesses of improvement.