A Case Study for Comparing Two Service Quality Measurement Approaches in the Context of Teaching in Higher Education

This study examines two alternative methods (SERVQUAL and SERVPREF), which are currently being used for measuring perceived service quality, with respect to their ability to explain variation in customers’ satisfaction. Following a theoretical discussion, a case study was conducted in the context of teaching in higher education. The statistical result shows that SERVPREF represents a better approach than SERVQUAL in explaining the variation of students’ satisfaction with overall quality of course delivery.