Students’ Perception of Relative Importance of the Five SERVQUAL And SERVPERF Dimensions In Educational Institutions: A Selected Study of Private Universities in Sind

Array

Abstract

This research was designed to evaluate service quality of private universities of SIND according to SERVQUAL and SERVPERF models in the perception of students. Survey research was conducted in which 510 responses were gathered from 10 private universities on 7 point Likert scale. A structured questionnaire was used with five dimensions of service quality (Tangibility, Reliability, Responsiveness, Assurance, and Empathy). Then analysis was done on both models by one sample t-test, and ANOVA. The results of the study have found that, with all the limitations and paucity of resources, the two models are capable of pointing grey areas. These grey areas need to be addressed on immediate grounds as the level of competition is increasing day by day.