SERVICE QUALITY RESEARCHES IN HIGHER EDUCATION USING SERVQUAL

Abstract

The analysis of applying the SERVQUAL (Parasuraman ir kt., 1991) in institutions of higher education (HE) is presented in the article. The aim of article is to reveal the problems, merits and demerits applying SERVQUAL in HE. The examples of researches of foreign institutions service quality of HE by SERVQUAL are presented. The specific factors, influenced on perceived quality and expectations of students, are discussed. They are: cultural differences of students, research time by aspect of study semester, gender of students and teachers, the differences between perceived quality and expectations of students and employees.After analysis of scientific literature author sugest to supplement the conceptual model of student satisfaction in higher education by Alves ir Raposo (2007) with element of cultural differences of students, related to dimensions of percieved quality and expectations; with element of study semester, related to dimension of percieved quality; with elements of gender of students and teachers related to dimension of percieved quality.