SERVICE QUALITY MEASUREMENT FOR HIGHER EDUCATION INSTITUTIONS: AN EMPIRICAL STUDY ON STUDENTS SATISFACTION AND INSTITUTIONAL IMAGE

Abstract

The main objective of this empirical study is to develop the service quality (SQ) measurement model for higher education institutions (HEIs) using academic service quality, administrative service quality, and facilities service quality as the dimensions and then empirically test the service quality level provided by HEIs through students' perceptions. The secondary aim is to explore service quality improvement and excellence opportunities and take corrective action when necessary. A quantitative research methodology consisting of 37 items was used and a structure equating model of service quality was developed using AMOS based on 419 samples received from the top five government sector universities in Pakistan. The result reveals that all hypotheses are statistically significant and the finding shows that the theoretical model is valid. The current study’s findings support the prior research results that service quality directly impacts students' satisfaction and trust level and then ultimately will lead to building a strong institutional image. The research findings will identify priorities for service quality improvement initiatives in public sector institutions and provide suggestions to top management for planning and implementing adequate service quality in HEIs.