FACTORS EFFECTING THE SERVICE QUALITY OF PUBLIC AND PRIVATE SECTOR UNIVERSITIES COMPARATIVELY: AN EMPIRICAL INVESTIGATION
Keywords:
Service Quality, Service Quality in Higher Education, Higher Education, Education, Service Marketing, Service Quality Factors, Quality in Education, Service Quality in Universities, ServQualAbstract
The purpose of this research is to assess the influence of demographic and some other observable factors on overall service quality of public and private sector universities by using service quality dimensions of servqual. The population of interest in this study the private and public sector universities in Pakistan. 174 useable responses are collected from students. The survey research method is used in this study by adopting the modified servqual scale. Males and Females have same perceived service quality of private and public universities. Student teacher relationship and political activities are found to be most influential factors for service quality in private and public sector universities of Pakistan.The results suggest the improvement for all stakeholders in the planning, administration and management practices in higher education academic systems based on service quality dimensions. The present study contributes to existing literature by analyzing the role of some important factors on service quality of higher education. Secondly, it opens the new debates on reasons, variables, concepts which may influence the quality of education in universities.
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