Quality indicators in higher education ‐ comparing Hong Kong and China’s students

There is growing concern in college management about the quality of education in tertiary institutions. For related studies, people normally encounter the problems of developing measurement indicators and identifying components of quality education. Some people use SERVQUAL, a technique making use of the gap between customers’ expectations and perceived experience as indicators of service quality, to measure quality of services offered by professionals such as physicians. Hampton applied the technique to identify and measure the significance of different components of quality education, by using the questionnaire designed by Betz, Klingensmith and Menne. Hampton’s findings sound reasonable but seem to be too simplified and confined to the characteristics of students in the USA. The expectations and perceptions of the students are often shaped and influenced by their cultural orientation and environments. Hong Kong students who are more pragmatic and instrumental may value less the significance of campus life on quality education but put more stress on assessment. This study is designed to apply the modified SERVQUAL skill to examine Hampton’s findings with reference to the students in a different social and cultural context. It is hoped that a list of quality indicators can be identified against which the performance of the higher educational institutes can be measured.