Student Expectation and Perception on Service Quality: Gap Analysis Model

Abstract

In the competitive market, it is crucial to stand as the market leaders maintaining the current customers offering the satisfying service quality and creating impacts to attract the potential. Hence, this research identifies the gaps between the customer expectation and perception on the academic service quality of an English Department in Yangon, Myanmar through the five dimensions SERVQUAL model. Deductive approach and exploratory research design are applied in the research. The study uses proportional sampling where a definite number of populations is known and the respondents are selected randomly from every batch. Through mixed method, quantitative and qualitative data are collected from 66 respondents attending English Language Programme. The results reveal that there are significant gaps between the customer expectation and perception, and the customers’ expectation level is higher than the perceived service quality. The qualitative data analysis is not merely provided in the research; therefore, it seems weak to identify the detailed opinions of the respondents’ views on the research factors. The customers’ perception and suggestions should be prioritised for the betterment of developmental progress of the academic service quality. The research indicates the prominence of the customer loyalty to maintain the customer satisfaction in the organisation.