Highered Servqual in India: An Exploratory Study

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HigherEd SERVQUAL in India: An exploratory study

Date – Aug. 17, 2016

Team Name – Five Fundamentalists

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[pic 5][pic 6][pic 7]Contents

 Executive Summary         3

 Introduction - rationale of the study, need, significance, background and previous research         4

 Research objectives         5

 Research Methodology - Design, Data Collection Plan, Sample selection, Questionnaire Design, Data Analysis

Plan         6

Results         7

 1. EFA         7

 2. Diagnostics         20

 Limitations and Recommendations         21

Appendix         22

 Appendix- 1: Adapted Questionnaire         22

 Appendix -2: Codebook (as coded in SPSS)         25

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[pic 9][pic 10][pic 11]Executive Summary

Higher education in developing countries has quality problems and investing in quality systems and quality improvement tools is the need of the hour. The SERVQUAL scale is one such alternative. It is used to measure the gap between quality perceptions and expectations in services making it possible to establish action plans.

SERVQUAL has been applied and tested in several settings. Some researchers have also tested it in Higher Education. But, application in developing countries and emerging economies are very few (Otavio Jose De Oliveira and Euriane Cristina Ferreira 2009, Ana Brochado 2009). Every replication has given a different set of dimensions, some with different factor structures. The objective of this research is to explore a HigherEd SERVQUAL scale in India for the higher education service sector and present its diagnostic result in students of a premiere B-school (IIM Ranchi) in India. Questionnaire was adapted from prior literature and administered to measure expectations and performance of the B-school on certain parameters as perceived by its primary customers, the students. EFA was undertaken to identify the dimensions of the scale. A five factor solution was extracted and analysed as all prior scales had five dimensions. Other results were used to comment on the diagnostic ability of the scale and provide insights pertaining to IIM Ranchi’s service quality. Limitations and recommendations are discussed in the end.