AROQUA CONFERENCE OMAN 2014

AROQUA CONFERENCE
OMAN 2014
Importance of measuring perceptions and
attitudes of internal customers in Higher
Education and the SERVQUAL model
MANALE KHALIL
ISLAMIC UNIVERSITY OF LEEBANON
THE NEED OF THE STUDY
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INITIATED TO SATISFY GOVERNMENT
STANDARDS.
TO IMPROVE RECRUITMENT AND
RETENTION OF STUDENTS.
TO COMPETE INTERNATIONALLY AND
NATIONALLY.
OBJECTIVES OF THE STUDY
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DESCRIBE EMPLOYEES’ PERCEPTIONS AND
ATTITUDES ABOUT QUALITY ASSURANCE
PROGRAMS:
To plan the introduction of a quality assurance
system at the university taking into consideration
the perception and attitude of the staff.
To align the university definition of quality with that
of its staff.
To engage the staff in the planning for the quality
assurance system implementation by considering
their opinion on where to start and how to avoid
obstacles.
To find out and prioritize the factors which
CONTRIBUTION OF THE
STUDY
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NO RESEARCH HAS INVESTIGATED
PERCEPTIONS AND ATTITUDES OF STAFF.
FEW INVESTIGATED FACULTY
PERCEPTIONS.
ALL FOCUSED ON STUDENTS.
IMPLICATIONS FOR FUTURE RESEARCH.
WHY PERCEPTIONS AND
ATTITUDES
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PERCEPTIONS: THE CONSUMER’S
JUDGMENT OF THE SERVICE
ORGANISATION’S PERFORMANCE.
ATTITUDES: PRECURSORS OF
INTENTINAL BEHAVIOR.
QUALITY CUSTOMERS

INTERNAL IN HE: FACULTY AND STAFF.

THEIR PERCEPTIONS AND ATTITUDES
TOWARD QUALITY WILL IMPACT ITS
IMPLEMENTATION AND SURVIVAL.

AS EXTERNAL CUSTOMERS’
PERCEPTIONS AND ATTITUDES ARE
MEASURED…
QUALITY DEFINITIONS
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EXCEPTIONAL: offering unique service.
CONSISTENCY: zero defects.
FITNESS FOR PURPOSE: satisfying
customer needs.
VALUE FOR MONEY: efficiency and
effectiveness.
TRANSFORMATIVE: process of improvement
and growth.

(Harvey and Knight, 1996).
SERVQUAL DIMENSIONS
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TANGIBLES
RELIABILITY
RESPONSIVENESS
ASSURANCE
EMPATHY
 (Parasuraman
et al., 1988)
SERVQUAL DIMENSIONS IN
HE
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TANGIBILITY: physical facilities, equipment,
appearance of staff.
RELIABILITY: the ability to perform the promised
service dependably and accurately.
RESPONSIVENESS: the willingness to help
students and provide prompt advice and service.
ASSURANCE: the ability of university staff and
faculty to demonstrate competence, courtesy,
credibility, and security.
EMPATHY: the ability to care and provide
individualized attention to students.
TANGIBLES
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E1. Excellent universities will have modern
looking equipment.
E2. The physical facilities at excellent
universities will be visually appealing.
E3. Employees at excellent universities will be
neat appearing.
E4. Materials associated with the service
(such as pamphlets or statements) will be
visually appealing at an excellent bank.
RELIABILITY
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E5. When excellent universities promise to do
something by a certain time, they do.
E6. When a student has a problem, excellent
universities will show a sincere interest in
solving it.
E7. Excellent universities will perform the
service right the first time.
E8. Excellent universities will provide the
service at the time they promise to do so.
E9. Excellent universities will insist on error
free records
RESPONSIVENESS
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E10. Employees of excellent universities will
tell students exactly when services will be
performed.
E11. Employees of excellent universities will
give prompt service to students.
E12. Employees of excellent universities will
always be willing to help students.
E13. Employees of excellent universities will
never be too busy to respond to students’
requests.
ASSURANCE
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E14. The behavior of employees in excellent
universities will instill confidence in
customers.
E15. Students of excellent universities will feel
safe in transactions.
E16. Employees of excellent universities will
be consistently courteous with customers.
E17. Employees of excellent universities will
have the knowledge to answer customers’
questions.
EMPATHY
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E18. Excellent universities will give students
individual attention.
E19. Excellent universities will have operating
hours convenient to all their customers.
E20. Excellent universities will have employees
who give students personal attention.
E21. Excellent universities will have their students’
best interests at heart.
E22. The employees of excellent universities will
understand the specific needs of their students.
IMPLICATIONS


BETTER UNDERSTANDING OF THE
UNDERPINNINGS OF SERVICE IN HIGHER
EDUCATION.
ALIGNING EMPLOYEES’ PERCEPTIONS
AND ATTITUDES WITH OBJECTIVES OF
QUALITY ASSURANCE.

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