Measuring service quality in higher education is increasingly important for attracting and retaining tuition-based revenues. Nonetheless, whilst undergraduates have received substantial academic exposure, postgraduate-based research has been scant. Consequently, the objectives of this paper are threefold: first, to identify the service factors used by postgraduates in their quality evaluations. Second, to analyse the appropriateness of importance-performance analysis (IPA) in the measurement of service quality and, final, to provide a working example of IPA's application in a UK-based university.
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Angell et al. (2008) studied this question.
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