Comparing alternative instruments to measure service quality in higher education
Rui Cunha Marques
The purpose of this work is to examine the performance of five alternative measures of service quality in the high education sector – SERVQUAL (Service Quality), Importance-weighted SERVQUAL, SERVPERF (Service Performance), Importance-weighted SERVPERF and HedPERF (Higher Education Performance). We aim at determining which instrument has the superior measurement capability. Data were collected by means of a structured questionnaire containing perception items enhanced from the SERVPERF and HEdPERF scales and expectation items from the SERVQUAL scale, both modified to fit into the higher education sector. The first draft of the questionnaire was subject to a pilot testing through a focus group and an expert evaluation. Data were gathered from a 360 students’ sample of a Portuguese university in Lisbon. Scales were compared in terms of unidimensionality, reliability, validity and explained variance. Managerial conclusions were also drawn.
service quality scales; higher education; reliability
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