ASSESSMENT OF HIGHER EDUCATION SERVICE QUALITY: INTEGRATION OF SERVQUAL MODEL AND AHP METHOD
ASSESSMENT OF HIGHER EDUCATION SERVICE QUALITY: INTEGRATION OF SERVQUAL MODEL AND AHP METHOD

Summary/Abstract: In order to sustain or improve a position, higher education institutions have to realize that service quality is a critical condition for survival and growth in the education market. Therefore, the purpose of the research presented in this paper is to emphasize quality as a source of competitive advantage of higher education institutions, as well as to identify opportunities for improving service quality. The main objective of the research is to evaluate whether service quality determines students’ satisfaction. The data provided by empirical research, conducted at universities in Serbia, have been subject to model that is usually used for service quality assessment and evaluation (SERVQUAL model). This model is valuable, but certainly not sufficient for creating an improvement map. Therefore, for identification of improvement priorities, in addition to SERVQUAL model, AHP method, pared t-test, ANOVA and regression analysis have been used. The results of the analysis indicate a gap between service quality that students expect and perceive. In addition, based on quantitative analysis, priorities for improvement of service quality are identified.

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