Measuring Service Quality in South Africa Higher Education: Developing a Multidimensional Scale

Increased competition in the educational environment has contributed to the growing importance of service quality measurement at higher education institutions. This paper investigates aspects of service quality in higher education as a step towards developing a standardised scale for its measurement. Using structured questionnaires, survey data was collected from students (n = 391) from two South African universities. Findings indicate that the service quality in higher education scale is a multidimensional construct loading on 13 factors with reasonable reliability coefficient and some construct validity. Significant relationships were found among a number of study variables. Some further research directions were suggested and policy implications discussed

Investigating service quality perceptions in tertiary institutions : the case of University of KwaZulu-Natal.

Doctor of Philosophy in Management. University of KwaZulu-Natal, Westville 2012.The study aimed to gain insight into staff and student perceptions of service quality at tertiary institutions. As noted in the literature review, service marketing has evolved over time, as more research has been conducted on quality and how it impacts on the customer. Since tertiary education forms part of service marketing, this study aims to identify the quality variables attached to this service sector and illustrate how each quality variable affects the students and staff within the university environment. The literature review highlighted that universities should not merely subscribe to service quality for its own sake, as high levels of service quality within tertiary institutions yield long-term benefits. These include competitive advantage, reducing customer recruitment costs, promoting positive word of mouth and reputation and building loyal internal customers, which all result in a higher Return on Investment (RoI) in the long term. The foundation of this study is based on the theories relating to the SERVQUAL and Gaps model of service quality developed by Parasuraman, Zeithaml and Berry (1985). The study adapted the variables pertaining to the tertiary education sector to the SERVQUAL instrument. The researcher opted to use a five point LIKERT scale for the questionnaire, which consisted of closed-ended questions. The questionnaire used in the study was adapted to the quality dimensions peculiar to the tertiary education environment and to the SERVQUAL instrument. Convenience sampling technique was employed. The researcher identified the population as all students and staff at the University of KwaZulu-Natal, consisting of approximately 40 000 students and 4 170 staff. The samples included 380 students and 354 academic and non-academic staff from the Westville, Howard College, Edgewood, Nelson R. Mandela School of Medicine and Pietermaritzburg campuses. These figures were arrived at using Krejcie and Morgan's (1970) tables on sample size for a given population. The Statistical Package for the Social Sciences (SPSS) version 13 for Windows programme was used for the analysis and presentation of the data. Both descriptive and inferential statistics were used to analyse data. Data will be presented in tables, charts and graphs to illustrate the results of the survey. The findings of this study record the perceptions and expectations of staff and students respectively. Further, the relevant quality “Gaps for Tangibles, Responsiveness, Reliability Empathy and Assurance” are identified for staff and students. Thereafter relevant recommendations are put forward to address these gaps. The findings of the empirical study illustrate that both staff and students at the University of KwaZulu-Natal were very dissatisfied with the quality of services provided. These findings can be used by University management to improve their marketing strategies for each service offering made to students and staff within the University. It is recommended that in order for the University to be recognized as an institution of higher learning with a high quality of excellence it needs to have an organizational culture that embraces high levels of service quality

CRM Framework for Higher Education in Mauritius

This research paper provides a conceptual CRM framework that may be used by public universities in Mauritius for managing student relationships. Several important components have been identified for improving relationships with students based on a survey carried out with students and staff in the different public universities in Mauritius. The research findings show that people integrity and trust, communication and adaptation, facilitation and support, technological support and student engagement activities are the most important factors for improving relationship building. The rationale of the study is built upon the increasing number of student complaints and problems in the public universities. The research outcome will be highly beneficial for the different stakeholders in higher education

Student corporate brand identification: An exploratory case study

Purpose: We investigate student corporate brand identification towards three corporate brands: a UK University, a leading UK business school and its overseas collaborative partner institute in Asia. Methodology: A theory-building case study within the phenomenological/ qualitative research tradition Findings: The strength of student identification to a corporate brand is predicated on awareness, knowledge and experience of a brand. The data revealed three types of corporate brand identification. This reflects different types of student relationships within the three institutions examined. We categorise these as follows: brand member (a contractual/legal relationship with a corporate brand); brand supporter (a trusting corporate brand relationship) and brand owner (an emotional ownership/relationship with the corporate brand). In explaining the above we view the above states in terms of a corporate brand identification management hierarchy which we categorise as legalisation, realisation and, finally, (brand) actualisation. Senior managers should strive for brand actualisation. Research Limitations: The insights from a single, exploratory, case study might not be generalisable. Practical Implications: We conceptualise that a bureaucratic/product management approach is more likely to result in low brand identification (legalisation); that a diplomatic/communications management approach is more likely to result in moderate brand identification (realisation) and finally, that a custodial/brand values and promise management approach is more likely to result in high brand identification (brand actualisation). These categorisations can have a utility in ascertaining the effectiveness of corporate brand management. Originality/value of paper: Examines multiple student identification (towards a University, Business School and a non degree-awarding Overseas Institute)

Establishing a student satisfaction index - A Malaysian case study

The paper provides an insight on student satisfaction in a higher education institution (HEI) within the context of a quasi-government environment. Students’ opinions about factors related to academic life are sought in the form of a satisfaction feedback questionnaire. This survey aims to investigate issues viewed as important to students by seeking their opinion on a number of factors related to teaching, assessment and support provided by the HEI and its courses. A new model that is based on SERVQUAL framework is proposed that suited the quasi-government environment. The case study was conducted at a quasi-government HEI located in Pahang on the East Coast of Malaysia. Based on the results of this comprehensive study, it is clear that many of the physical aspects of the HEI services were viewed as important relating to student satisfaction. Student feedback confirms that they do receive high quality teaching from staff with high levels of expertise in their various academic disciplines. The lecture and tutorial are considered as the core service provided by the HEI. Students are prepared to tolerate largely deficiencies in the physical aspects of the facilities as long as the teaching they receive is perceived to be at the acceptable level. The concept of the service-product bundle is a valid and reliable tool for the design of a satisfaction survey and segments a HEI's service offering in such a way as to allow management to target resources at those areas that are perceived to be low satisfaction and high importance. This research model can be utilized in most HEIs establishments

Identifying trades tutors' and institutions' perceptions of tutors' roles within the ITP sector : a thesis presented in partial fulfilment of the requirements for the degree of Master of Education in Adult Education at Massey University, Palmerston North, New Zealand

Since 1984 tertiary education institutions have been subject to progressive and far-reaching change. Much of this change has been shaped by neo-liberalist agendas which espouse accountability, efficiency, responsiveness, professionalism and managerialism. This thesis looks at how these themes have shaped or influenced managerial and tutorial perceptions of tutors' operational roles, responsibilities and performance within a selection of contemporary Institutes of Technology and Polytechnics (ITP) teaching environments. Analysis of the research identifies that scant or poorly prepared institutional documentation around tutorial roles and responsibilities has contributed to uncertainty or confusion, and consequently to individuals adapting their teaching roles to suit themselves. It has also been identified that managers appointed to the pivotal role of Head of School are stretched in their ability to cope with the demands that are placed on them. This thesis suggests that the increasing responsibilities they carry for managing tutorial staff have contributed to a breakdown in workload planning and performance management processes. Managers acknowledge that further work needs to be done in defining tutors' roles, responsibilities and performance. But such work presupposes the question: how do managers and tutors perceive tutorial roles in today's ITP teaching environment? Research on this key question and associated issues provides the basis for this thesis

APPLYING MARKETING TO HIGHER EDUCATION: SCOPE AND LIMITS

This paper focuses on applying marketing concepts to the higher education sector. It starts by shortly reviewing some of the main marketing concepts and continues with an overview of how such marketing concepts can be relevantly used for the higher education sector. The extent and limits in their application are identified and dicussed and the paper also suggests which of the marketing ideas are already highly used in higher education and which ones still have to be developed.marketing, higher education.

Management accounting education: is there a gap between academia and practitioner perceptions?

A mail survey was conducted of all Institute of Chartered Accountants of New Zealand accredited Tertiary Education Institutions and 300 randomly selected New Zealand companies to ascertain the views of management accounting academics and practitioners on the contents of management accounting courses and the skills and competencies of recent graduates. The results show that practitioners placed an emphasis on traditional management accounting techniques, while academics placed an emphasis on contemporary techniques. Both groups were in agreement on the skills and characteristics required of recent graduates. An interesting finding was the emergence of negative comments on the arrogance of new graduates and an increased need for graduates to be work ready. These two aspects were not a feature of previous studies. The implications of the results are that academics cannot ignore the teaching of traditional management accounting techniques and may need to increase the coverage of the issues involved in implementing contemporary management accounting techniques