Measuring Service Quality In Higher Education: A South African Case Study

Abstract

The goal of this paper is to report on the SERVQUAL gap which causes unsuccessful service delivery at a University of Technology in South Africa. Using a quantitative research design, the study adopts a SERVQUAL model adapted to a tertiary environment containing five dimensions of service quality (tangibles, responsiveness, empathy, assurance, and reliability). A convenience sampling technique was applied, the data were collected from 280 respondents at the Durban University of Technology (DUT), and the results and discussion are presented. The findings reveal that, on average, customers had high expectations in tangibles, reliability, and assurance dimensions and their highest perceptions were found in the assurance dimension. This study will benefit management of higher education institutions in identifying cost-effective ways of reducing service quality gaps.