The Effects of Service Quality on Customer Satisfaction in Higher Learning Institutions in Tanzania

The study investigated service quality and customer satisfaction within Tanzania higher learning sector using the Service Quality model (SERVQUAL). The two aspects: service quality and customer satisfaction are used interchangeably to mean the same thing by many people and practitioners. In this study, customer satisfaction is an outcome of the service quality and service quality is what brings about the customer satisfaction. The results showed that, students are satisfied with the reliability of the services offered since it received an average positive gap score, but other dimensions of service quality received negative gap score, meaning students are not satisfied with the services. Students are disappointed with the services since the overall service quality was a negative average score. Managers and policymakers at public higher education institutions should focus on monitoring service quality on a regular basis so that they are always informed of their situation. Measuring their service quality will also allow them to keep track of their students’ satisfaction levels and evaluate what they need to do to maintain satisfaction and a competitive edge. Students who are satisfied with the institute’s services become loyal consumers, for example, by desiring to continue their studies at the same institution.