SERVICE QUALITY IN HIGHER EDUCATION AND ITS IMPACT ON STUDENTS SATISFACTION

Abstract

This study aimed to examine and evaluate the applicability and reliability of the SERVQUAL instrument in measuring higher education quality and to ascertain the relationship between expectations and perceptions of service quality in higher education in Sudan. An evaluation of Service Quality attributes in higher education was conducted. The methodology developed in this study used a self-administered questionnaire adapted from the SERVQUAL model as a data collection method. Data was collected during the summer of 2014. Using random sampling on 250 students from five colleges, the study measured five dimensions of quality attributes. Data were subject to descriptive statistics such as the calculation of frequency, percentage, mean, standard deviation as a method of data examination. The study results showed that Sudan University of Science and Technology is currently providing good higher education service but it is not meeting the overall expectations of its students and there are significant differences in higher education service quality provided by SUST based on student’s gender, college and seniority and there are no significant differences based on student’s age. Further, the utmost important area is the tangibles dimension, the least important area, is the reliability dimension, the assurance Dimension is the highest quality Dimension and the Reliability is the lowest quality Dimension from the student viewpoint . At the end of the study the researcher presented a number of recommendations as SUST management need to draw their attention to the most important dimension to the student which is the tangibles dimension and to put more effort and commitment to improve the level of service to produce good graduates. Implication and limitation of the study are highlighted and further research discussions are suggested.