Assessing Students’ Perception on Service Quality of Private Higher Education Institutions in Addis Ababa
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Date
2014-06
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Addis Ababa University
Abstract
It is argued that, the strategic success of a service organization depends on its ability to consistently meet or exceed customer service expectations. Delivering quality service is the key success factor of any institution that wants to remain in business. This study thus set out to measure the service quality performance of private higher institutions in Addis Ababa. Descriptive study was designed to investigate the problem areas and their root causes, as identified through preliminary investigation with a group of students. SPSS 20.0 package was used to analyze the data obtained. Analysis showed that there are significant differences between perceived importance and performance; the main reason for this gap is the problem associated with the discrepancy between management and customer’s perception. There are several gaps between service providers’ perception of the quality requirements of the consumer and the expectations of the end users. It was the aim of this paper to suggest solutions that will close these gaps. The narrower these gaps are the better the quality of service. Recommendations are made to enhancing quality service delivery in order to meet and surpass the requirement of the customers; students, especially from private higher educational institutions are believed to be customers as they are paying tuition fees. Therefore, the institutions should treat the students as customers to get competitive advantage. Implication and limitation of the study are highlighted and further research undertakings are suggested
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Keywords
Service Quality, Service Importance, Service Performance