SERVQUAL Perceptions B-Schools


By

K.V. Kannan
M.B.A., M.F.T.
Faculty
School of Management
VLB Janakiammal College of Engineering & Technology
Kovaipudur, Coimbatore–641 042
E-mail:
kvkannan4u@gmail.com
 


Introduction

If we succeed in developing knowledge, our success in developing professional excellence cannot be negated. If we succeed in developing professional excellence the managerial proficiency would help organizations subserving the organizational interests vis-à-vis the interests of consumers and society.  It was against this background that the great classical thinker Mahatma Gandhi focused on removing illiteracy and expanded its purview to the development of knowledge.  He considered illiteracy a sin and strongly advocated assigning number one priority to its education on the agenda of social transformation.

Dimensions of SERVQUAL

The dimensions of SERVQUAL (Service Quality) refer to process quality as judged by consumers during a service delivery and output quality judged after a service is performed.

Berry Parasuram and Zeithaml has conducted extensive research in service quality and identified the following criteria in evaluating service quality.

Tangibles: Appearance of physical facilities, equipment, personnel, and other materials.

Reliability: It is the ability to perform the promised service dependably and accurately.

Responsiveness: It is the willingness to help customers and provide prompt service.

Competence: It refers to the possession of the required skills and knowledge to perform the service.

Courtesy: It includes the politeness, respect, consideration and friendliness of the service provider or its employees.

Credibility: It includes the trustworthiness, believability, and honesty of the service provider.

Security: It is the freedom from danger, risk or doubt.

Accessibility: It refers to the approachability and ease of contact.

Communication: It is keeping the customers informed in language they can understand and listening to them.

Understanding the customer: It includes the efforts made by the service provider to know their customers and their needs.

SERVQUAL for B-Schools

Business Week has predicted that the demand for MBA course is greater worldwide.  Most of the educational institutions are also mushrooming everyday.  Students also have lot of craze towards b-school education.  As a result a survey has been conducted among selective B-schools in Coimbatore to know the service quality perceptions.  The survey has been conducted to identify the SERVQUAL perceptions as it has been said that performance perception will result in customer satisfaction and customer delight.

Objective of the Study

To identify the service quality (SERVQUAL) perceptions of B-School students.

Research Methodology

Both primary and secondary data has been collected for the research survey.  The survey has been conducted in Coimbatore.  The sample size is 40 and quota sampling technique has been adapted.  The research unit comprises B-School students of Coimbatore district.  A well-structured questionnaire comprising both open and close-ended question has been designed and the respondents were conducted the personal interview. 

Limitations

i. The research study has been restricted to Coimbatore due to time constraint

ii. Chances of respondents bias are there as the interviewee are students and interviewer is faculty member  

Analysis and Interpretation

Table showing satisfaction level of students towards SERVQUAL dimensions

SERVQUAL Dimensions

Highly Satisfied

Satisfied

Neither satisfied nor dissatisfied

Dissatisfied

Highly Dissatisfied

Tangibles
Reliability
Responsiveness
Competence
Courtesy
Credibility
Security
Accessibility
Communication
Understanding   the customer

3
2.5
7.5
.83
4.17
18.75
5
7.5
15
-

29.5
5
7.5
1.67
36.66
23.75
30
35
2.5
-

26
30
55
40
25
33.75
47.5
37.5
5
-

14.5
25
20
35.83
21.67
18.75
12.5
10
57.5
25

28
37.5
10
21.67
12.5
5
5
10
20
75


Inference: From the above table it has been inferred that other than security, accessibility, courtesy and tangibles, most of the respondents are not satisfied with various SERVQUAL dimensions.

Findings

Most of the B-schools in Coimbatore lack in service quality (SERVQUAL).  The basic necessity for any educational institution i.e., competence of faculty members is worst among Coimbatore based B-schools.  It has also found out that the B-schools are not interested in understanding their students' career objectives.  Students have not been communicated properly.  The students also arise various doubts regarding the security and it has also been found out that most of the B-schools exaggerate the facts and are not keeping up their promises.

Conclusion

SERVQUAL gaps can easily be measured based on the difference existing between performance perception and performance expectation.  Whenever the perceptions are equal to expectation customer satisfaction can be attained.  If the expectations are greater it will result in poor quality and if perceptions are greater it will result in customer delight.  Based on the survey it has been found out that SERVQUAL perceptions of Coimbatore based B-schools are mostly poor as most of the students are dissatisfied with various SERVQUAL dimensions.  Immediate steps have to be taken for enhancing the skills of faculty members.  The faculty members have to be conducted with lot of faculty development programmes and should be asked to do their doctoral course.
 


K.V. Kannan
M.B.A., M.F.T.
Faculty
School of Management
VLB Janakiammal College of Engineering & Technology
Kovaipudur, Coimbatore–641 042
E-mail:
kvkannan4u@gmail.com
 

Source: E-mail October 28, 2005

  

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