Measuring Service Quality Gap in Higher Education Using SERVIQUAL Model at Moshi University College of Co-Operative and Business Studies (MUCCOBs): Implications for Improvement

Abstract

This study is set to measure quality of services offered by MUCCoBS in the perception of students through SERVQUAL model. The cross-sectional and explorative designs together with Mix methods of data collection were employed. Items in SERVQUAL model were validated in a pilot study and later structured questionnaire was issued to 180 students randomly selected using Stratified sampling technique. Focus group discussions with selected class representatives supplemented information obtained from the survey. Analysis involved 132 respondents (73.3 percent response rate) and started with descriptive statistics where means and standard deviations of each SERVQUAL statement on service-perceptions and expectations were calculated. Major data analysis focused at service quality-gap including one sample t-test, independent samples t-test and ANOVA, basing on three methods: item-by-item analysis; construct-by-construct analysis; and computation of an Overall measure of service quality. It was found that Overall service quality perceptions is significantly negative as compared to students’ expectations with a gap score of -1.611. Students taking non-degree programs were found to significantly differ from degree and post graduate students’ viewpoints about service quality with largest observed difference in “Reliability” and” Responsiveness” dimensions. Detailed recommendations have been provided to MUCCoBs so that identified service quality gaps can be closed.