Evaluation of Performance Service Quality at Private Universities
Muhammed Omer Ali 1 and Cemil Top 2
1Business and Management Department, Tishk International University, Sulaymaniyah, Iraq
2Business and Management Department, Tishk International University, Erbil, Iraq
Correspondence: [email protected] – [email protected]
DOI: 10.23918/ejmss.V3i2p49
Received: June 22, 2022 Revised: August 28, 2022 Published: September 20, 2022
Abstract
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.
Keywords: Service Quality, Performance, University, Kurdistan, Private University
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DOI: https://10.23918/ejmss.V3i2p49
Citation
Ali, M. O., & Top. C. (2022). Evaluation of Performance Service Quality at Private Universities. Eurasian Journal of Management & Social
Sciences, 3(2), 49-65. https://doi.org/10.23918/ejmss.V3i2p49
© Ali, M. O., & Top. C , Published by EJMSS. This article is published under the Attribution-NonCommercial 2.0 Generic (CC BY-NC 2.0) license. Anyone may copy and redistribute the material in any medium or format, subject to full attribution to the original publication and authors. The full terms of this license may be seen at https://creativecommons.org/licenses/by-nc/2.0/
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