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Revisiting perceived service quality in higher education: uncovering service quality dimensions for postgraduate students
Date
2019-07-31
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Taylor & Francis Group
Abstract
Perceived service quality in higher education and its antecedents
have been one of the significant issues worldwide. Despite being
studied over decades, service quality (SQ) remains a crucial area of
research due to its dynamic and contextual nature, among other
reasons. The main research objective is to uncover the dimensions
constituting SQ from the perspectives of postgraduate students
and university staff to provide a better understanding of key
elements of the SQ. The current research incorporated relevant
theories and concepts from both marketing and higher education
literature and employed in-depth interviews with students and
staff for data collection. Interviewees’ insights were analyzed using
content analysis. A conceptual model is developed to explain the
suggested relationship among study variables. Based on
qualitative data analysis, four dimensions of SQ emerged, namely
academic services, academic facilities, administrative services, and
students’ service role. Additionally, performance and employee
orientation are found to affect SQ. Research findings can guide
education managers and academicians to consider students’
service role as an integral dimension of SQ and find new ways to
improve it.
Description
Keywords
Service quality; highereducation; service role;postgraduates; United ArabEmirates
Citation
El Alfy, S. and Abukari, A. (2020) “Revisiting perceived service quality in higher education: uncovering service quality dimensions for postgraduate students,” Journal of Marketing for Higher Education, 30(1), pp. 1–25.