Evaluation of Performance Service Quality at Private Universities
DOI:
https://doi.org/10.23918/ejmss.V3i2p49Keywords:
Service Quality, Performance, University, Kurdistan, Private UniversityAbstract
In today’s marketplace, whether in manufacturing or the service business, it is vital to prioritize
customer demands. Managers in the service industry are subject to external influences; they place
a premium on customer satisfaction, which has resulted in the continuous growth of service
organizations’ performance. While this is occurring, it is vital to comprehend and quantify
customer expectations. Numerous efforts at quantifying service quality using the SERVQUAL
paradigm have been attempted. The goal of this study is to analyze the ideas and elements
impacting the quality of services using a modified SERVQUAL model, and then to assess the
quality of services using the suggested Grey Analytic Hierarchy Process (G-AHP (Grey Analytic
Hierarchy Process)) and Multilevel Grey Evaluation models (GST). To demonstrate our strategy,
we will conduct a case study on the performance of service quality in Kurdistan Sulaymaniyah’s
higher education institutions, as the data indicates that the most crucial factor for universities is
the communication quality of staff with students, followed by service depth and intensity, and the
least crucial factor for universities is external building beautification.
Downloads
References
Abd Manaf, N. H., & Ahmed, S. (2013). Critical factors of service quality in a graduate school of
Malaysia. International Journal of Quality and Service Sciences, 5(4),415-431.
Abu Hasan, H. F., Ilias, A., Abd Rahman, R., & Abd Razak, M. Z. (2008). Service quality and
student satisfaction: A case study at private higher educationinstitutions.
InternationalBusinessResearch,1(3),163-175.
Ahmed. (2010). Impact of Service Quality on Customers Satisfaction: Empirical evidence from
telecom sector of Pakistan.
Akbar, Sher, Som, Wadood, Alzaidiyeen. (2010). Revitalzation of service quality to Gain
Customer Satisfaction and Loyalty. Journal of Business and Management.
Athiyaman, A. (1997). Linking student satisfaction and service quality perceptions: The case of
university education. European Journal of Marketing, 31(7), 528-540.
Bhaskar. (2011) Impact of Service Quality on Apparel Retail Customer Satisfaction – A Study of
Select Metropolitan City Hyderabad. Journal of Management Research ISSN 1941-899X
2011, Vol. 3, No. 2: E13.
Bitner, Mary Jo (1990), “Evaluating Service Encounters: The Effects of Physical Surroundings
and Employee Responses,’ Journal of Marketing, 54 (2), 69-82.
Budur, T. (2018a). Analytic Hierarchy Process to Evaluate Corporate Image, Trust, and Switching
Cost of GSM Operators: A Case of Kurdistan Region of Iraq. International Journal of
Social Sciences & Educational Studies, 5(2), 241-250
Budur, T. (2018b). The impact of Al-Ghazali’s virtues on organizational commitment and
performance: A case Study at private education institutions in Kurdistan Region of
Iraq. Icabep, Erbil-Iraq, 2, p21.
Budur, T., & Poturak, M. (2021). Employee performance and customer loyalty: Mediation effect
of customer satisfaction. Middle East Journal of Management, 8(5), 453-474.
Budur, T., Demir, A., & Cura, F. (2021). University Readiness to Online Education during Covid19 Pandemic. International Journal of Social Sciences and Educational Studies, 8(1), 180-
200.
Budur, T., Faraj, K. M., & Karim, L. A. (2019). Benchmarking operations strategies via hybrid
model: A case study of café-restaurant sector, 8, 842–854.
Budur, T., Rashid, C. A., & Poturak, M. (2018). Students’ perceptions on university selection,
decision making process: A case study in Kurdistan Region of Iraq. International Journal
of Social Sciences & Educational Studies, 5(1), 133–144.
Büyüközkan, G., & Çifçi, G. (2012). A combined fuzzy AHP and fuzzy TOPSIS based strategic
analysis of electronic service quality in healthcare industry. Expert Systems with
Applications, 39(3), 2341-2354.
Volume 3, Issue 2, 2022 Page 64 of 65
EJMSS
Carman, James M. (2010), “Consumer Perceptions of Service Quality: An Assessment of the
SERVQUAL Dimension.
Cheema (2013). Impact of Service quality on customer satisfaction: a study of hotel industry of
Faisalabad, Pakistan.
Chuah, C. W., & Sri Ramalu, S. (2011). Students’ satisfaction with the university: Does service
quality matter? International Journal of Education, 3(2), 1-15.
Churchill Jr, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer
satisfaction. Journal of marketing research, 19(4), 491-504.
Demir A, Shawkat S, Majeed BN, Budur T. 2019. Fuzzy AHP and VIKOR to select best location
for bank investment: case study in Kurdistan Region of Iraq. In Effective Investments on
Capital Markets, Tarczyn’sk W, Nermend K (eds). Springer: Cham; 485-510.
Demir, A. (2019). A Benchmarking of service quality in telecommunication services: Case study
in Kurdistan Region of Iraq. International Journal of Social Sciences & Educational
Studies, 5(3), 216-231.
Demir, A. (2019). THE IMPACT OF STRATEGIC OPERATIONS MANAGEMENT
DECISIONS ON SHOPPERS’WELLBEING. Asian Academy of Management
Journal, 24(1).
Demir, A. and Budur, T. (2022), “Work–life balance and performance relations during COVID 19
outbreak: a case study among university academic staff”, Journal of Applied Research in
Higher Education, Vol. ahead-of-print No. ahead-of-print.
https://doi.org/10.1108/JARHE-07-2021-0287
Demir, A., Maroof, L., Khan, N. U. S., & Ali, B. J. (2020). The role of E-service quality in shaping
online meeting platforms: a case study from the higher education sector. Journal of Applied
Research in Higher Education.
Hadikoemoro, S. (2002). A comparison of public and private university students’ expectations and
perceptions of service quality in Jakarta, Indonesia. Unpublished doctoral dissert ation,
Nova Sout hern University, Davie, FL.
Hadžiahmetović, N., Demir, S., & Budur, T. (2022). Leadership Style and Affective Commitment
at Family Businesses. International Journal of Social Sciences and Educational Studies,
9(1), 318-335.
Ham, L. C. (2003). Service quality, customer satisfaction, and customer behavioral intentions in
higher education. A dissertation for the degree of Doctor of Business.
Jiewanto, A., Laurans, C., & Nelloh, L. (2012). Influence of service quality, university image, and
student satisfaction towards WOM intention: A case study on University of Peltia Harapan
Surabaya, International conference on Asia pacific Business Innovation and Technology
management. Procedia Social and Behavioral Science, 40, 16-23.
Khodayar Abili Fatemeh Narenji Thani Maryam Afarinandehbin, (2012). Measuring
universityservice quality by means of SERVQUAL method.
AsianJournalonQuality,13(3),204–211.
Volume 3, Issue 2, 2022 Page 65 of 65
EJMSS
Rashid, K. T., & Abdullah, M. N. (2022). Role of Knowledge Management Process in the
Marketing Services of Education An analytical study of the beliefs of members of college
councils in private universities of the city of Erbil. Eurasian Journal of Management &
Social Sciences, 3(1), 17-33. https://doi.org/10.23918/ejmss.V3i1p17
Lin. (2010). The study of exercise participation motivation and the relationship among service
quality, customer satisfaction and customer loyalty at selected fitness health clubs in Taipei
city, Taiwan. (Doctoral dissertation, United States Sports Academy, 2010). Dissertation
Abstracts International, 126- 127.
Özmen, Ö., Demir, A., & Celepli, M. (2013). An analysis of Iraq’s pre-import inspection, testing
& certification program: A’WOT Analysis. Procedia-Social and Behavioral Sciences, 99,
85-93.
Patel, Patel. (2012). A study on perception and attitude of students regarding factors which they
consider while making selection of institute in MBA programmer in Gujarat state.
Patel, Patel. (2012). A study on perception and attitude of students regarding factors which they
consider while making selection of institute in MBA programme in Gujarat state.
Poturak, M., Mekić, E., Hadžiahmetović, N., & Budur, T. (2020). Effectiveness of
Transformational Leadership among Different Cultures. International Journal of Social
Sciences & Educational Studies, 7(3), 119–129.
Rashid, C. A., Salih, H. A., & Budur, T. (2020). The Role of Online Teaching Tools on the
Perception of the Students during the Lockdown of Covid-19. International Journal of
Social Sciences & Educational Studies, 7(3), 178–190.
Saaty, T. L. (2010). Principia Mathematica Decernendi: Mathematical Principles of Decision
Making: Generalization of the Analytic Network Process to Neural Firing and Synthesis.
Review Publications.
Stephenson, Heckert, Yerger. (2015). College choice and the university brand: exploring the
consumer decision framework.
Sultan, P., & Ho Y. W. (2012). Service quality in a higher education context: An integrated model.
Asia Pacific Journal of Marketing and Logistics, 24(5), 755–784.
Torlak, N. G., Demir, A., & Budur, T. (2019). Impact of operations management strategies on
customer satisfaction and behavioral intentions at café-restaurants. International Journal of
Productivity and Performance Management. Vol. 69 No. 9, pp. 1903-1924.
Torlak, N.G., Demir, A. and Budur, T. (2021), “Using VIKOR with structural equation modeling
for constructing benchmarks in the Internet industry”, Benchmarking: An International
Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/BIJ-09-2020-0465
Yousapronpaiboon, K. (2014). SERVQUAL: Measuring higher education service quality in
Thailand. Procedia-Social and Behavioral Sciences, 116, 1088–1095.
Yu, Y. (2010, January). Evaluation of E-commerce service quality using the analytic hierarchy
process. In Innovative Computing & Communication, 2010 Intl Conf on and Information
Technology & Ocean Engineering, 2010 Asia-Pacific Conf on (CICC-ITOE) (pp. 123-
126). IEEE.
Downloads
Published
Issue
Section
License
Eurasian Journal of Management & Social Sciences (EJMSS)
Creative Commons Attribution Non-Commercial 2.0 Generic Licence (CC BY-NC 2.0)
How to Cite
