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Service Quality and Higher Education

Service Quality and Higher Education. Lee Pridmore BA (Hons) MA University of Derby. Introduction. Sustainable competitive advantage? What is good service quality? Understand what customers want? . SERVQUAL. Perceptions and Expectations Quality Gaps

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Service Quality and Higher Education

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  1. Service Quality and Higher Education Lee Pridmore BA (Hons) MA University of Derby

  2. Introduction • Sustainable competitive advantage? • What is good service quality? • Understand what customers want?

  3. SERVQUAL • Perceptions and Expectations • Quality Gaps (Understanding, Design, Delivery, Communication) (Parasuraman, Zeithaml & Berry 1988)

  4. SERVQUAL Issues • Timing??? • Expectations??? • Items importance???

  5. SERVQUAL and Higher Education • Who is the customer??? • Student-Student interaction??? (Oldfield and Baron 2000) • Focus on teaching or holistic experience???

  6. Methods • Focus groups • Questionnaires (LRC, MMP, Social) • Convenience Sample 30

  7. Pilot Study Issues • 15 pilot questionnaires! • Problems with…likert scale, layout, descriptors, number of questions, wording, misinterpretations, instructions, demographic information, open ended questions, handwriting, access!!!

  8. Analysis • Descriptive statistics… to identify key Quality Gaps

  9. Highest Quality Gaps • Sharing experience with global managers -1.1 • Stimulating and intellectual experience -1.1 • Meeting managers from diverse sectors -0.9 • Learning from practitioner perspective -0.9 • LRC ambience -1.0 • External access to the network -0.8 • Access to core textbooks -0.8 • Provides international experience -0.7 • Small learning groups -0.7 • Cities vibrancy -0.7

  10. Thank-you for your time…Lee Pridmore

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