Perceived service quality and student satisfaction in higher education: A SERVQUAL-based study

The paper investigates the relationship between service quality and student satisfaction in higher education by using the SERVQUAL model. Data was collected from the students at Serbian universities. In order to investigate the influence of students’ expectations, perceptions, and the gap between them (perceived service quality) on student satisfaction, three regression analyses were conducted. The obtained results showed that students’ perceptions of their experience and perceived service quality are more significant predictors of student satisfaction than students’ expectations if taken alone. From all SERVQUAL dimensions, only tangibles, empathy, and assurance were proven to be key drivers of student satisfaction. On the other hand, responsiveness turns out with no significant impact on students‘ satisfaction. Findings from the study highlight the importance of harmonization of service delivery and students‘ perceptions at the higher education institutions in order to attain higher levels of student satisfaction. These institutions may work on improving their tangible infrastructure, emotional support by the staff, as well institutional trust. Results from this research may contribute to discussions on quality assurance in higher education, as well may offer practical insights regarding service quality improvements in higher education institutions.