Assessing service quality in tertiary Education using adapted SERVQUAL scale

Abstract

The study aimed to investigate undergraduate students’ perceptions of the service quality at Madda Walabu University. An innovative sequential explanatory mixed-methods design was employed to comprehensively analyse students’ experiences. The quantitative analysis utilized the well-established and adapted SERVQUAL tool with a substantial sample of 409 students. The initial analysis revealed a negative gap score between students’ expectations and their actual perceptions of service quality, with all dimensions of service quality reflecting negative gap scores. This prompted further qualitative exploration with a smaller group of 14 students, and the qualitative data supplemented the quantitative findings, providing a holistic perspective. The study found a disparity between students’ expectations and their perceived scores across all dimensions of service quality, namely tangible (−1.13), reliability (−0.93), responsiveness (−0.46), assurance (−0.58), and empathy (−1.05). The qualitative data strengthened the understanding of the reasons behind the negative gap scores between students’ expectations and perceptions across all dimensions of service quality. Overall, the study definitively concluded that Madda Walabu University was not effectively meeting the needs of its students. There is an urgent necessity for the institution to provide services that align with customers’ expectations. This realization underscores a critical recommendation for the university: in order to enhance its image and attract competent students, it must prioritize customer satisfaction and diligently address the highlighted shortcomings.