Modified SERVPERF and Normalized SERVQUAL Models in Estimation of Service Quality in Higher Educational Institutes

Abstract

The purpose of this paper is to propose and empirically substantiate modification of SERVPERF instrument. We demonstrate difference in practical realization of SERVQUAL (Perceptions-Minus-Expectations) and modified SERVPERF (Performance-Minus-Expectation) based on qualitative and two quantitative methodological studies carried out at the Faculty of Sociology of Taras Shevchenko National University of Kyiv. We used questionnaire adaptation for higher educational institutes (HEI).The sample size of the quantitative studies (10 persons of 2nd year of education, 10 persons of 3nd year of education, 10 persons of 4th year of Bachelor degree program and 5 persons of 2nd year of Master degree program; every 4th student of each year of education) complies with the used statistical test and the sample size requirements for focus groups. To compare the instruments we used nonparametric Wilcoxon signed rank test imple­men­ted in the statistical programming package R. Our finding is that modified SERVPERF is more convenient for students, smaller and more useful for online surveys. So, the difference in mean values of answer’s levels is mo­re significant between modified SERVPERF and normalized SERVQUAL than between modified SERVPERF and perceptions in SERVQUAL.
 Although the research has limitation – it is reconnaissance one and made as a one of steps for adaptation and validation of models for service quality measuring in Ukrainian HEI based on survey of Taras Shevchenko National University of Kyiv students, however, the results of this methodological study allow other researchers to conduct representative studies using an adapted questionnaire of SERVQUAL at their universities. This result is important for service quality estimation which is needed for universities to monitor and improve the quality of their services and elaborate marketing strategy now.

RETRACTED: The perceived service quality in higher education: An empirical study using the SERVPERF dimensions

“…The SERVQUAL scale possesses higher diagnostic power to pinpoint areas for improvement, whereas the SERVPERF metrics are more efficiently administered (Sohail and Hasan, 2021). Silva et al (2017) and Sydorov et al (2020) suggest that evaluating for validity, reliability, and methodological soundness of service quality the SERVPERF scale is superior for these metrics.…”

SERVQUAL Model in HEI Monitoring Survey as a Part of Quality Assurance Policy

“…The general model contains 5 factors: Tangibles (Q1), Reliability (Q2), Responsiveness (Q3), Assurance (Q4), and Empathy (Q5). Indicators and related questions are presented in the article [15]. The measurement scale of each of the 26 indicators is a 7-point Likert scale.…”

Модифікований SERVPERF: Аналіз Пунктів Методики

“…Однією з них є SERVPERF. У роботі М. Сидорова (Sydorov et al, 2020) описано модифікований SERVPERF, що складається з 26 пунктів (тверджень), котрі характеризують різні аспекти освітнього процесу й об'єднані в 5 блоків (див. додаток).…”

“…студії, 1(20), 2022 С. Джонлагіч та С. Фазліч (Đonlagić, & Fazlić, 2015) запропонували методику SERVQUAL для вимірювання якості освітніх послуг у закладах вищої освіти. Вона включала 25 пунктів (тверджень), об'єднаних у п'ять блоків і була покладена в основу SERVQUAL та модифікованого SERVPERF, про які йдеться в статті М. Сидорова (Sydorov et al, 2020). У цій праці здійснено порівняння методик SERVQUAL і модифікованого SERVPERF та визначено, що останній є більш компактним і зручним для респондентів.…”