Quality of Instructors’ Service: Evidence from Higher Educational Institution

RESEARCH PAPER No. 2012 - 01

Quality of Instructors’ Service: Evidence from Higher Educational Institution

Mc Kenny J. Quinto, Kriselle S. Mejia, Julito G. Dagdagan, Aries R. Abagat,
Dalmaine Joyce R. Selga and Roberto M. Arguelles

MARKETING RESEARCH

We envision Saint Louis University as an excellent, missionary, and transformative educational institution zealous in the formation of human resources who are imbued with the Christian spirit and who are competent, creative, and socially involved.

SCHOOL OF ACCOUNTANCY AND BUSINESS MANAGEMENT
SAINT LOUIS UNIVERSITY
PHILIPPINES

October 2012
Quality of Instructors’ Service: Evidence from a Higher Educational Institution

Mc Kenny J. Quinto, Kriselle S. Mejia, Julito G. Dagdagan, Aries R. Abagat,
Dalmaine Joyce R. Selga and Roberto M. Arguelles

Abstract As higher educational institutions aim for competitive advantage, the evaluation of educational service quality has become essential. This study presents the result of an assessment of the quality of instructional service in a private university from the perspective of its students and using the SERVQUAL model. Three areas were looked into: (a) the most effective service quality among the five elements of Tangibles, Responsiveness, Reliability, Empathy, and Assurance; (b) the difference between the actual and the expected performance of the instructors; and, (c) the areas where student satisfaction is already strong and areas where it can be improved. Results indicate that students consistently identified Responsiveness as the most important, and Assurance, the least important of the instructors’ services. The overall gap between experience and actual performance was all positive and showed that students’ expectations are higher, overall, than their actual experiences. Finally, among the five elements, Responsiveness had the highest gap, thus pointing out to the need for more attention to this dimension.

Keywords. Assurance, empathy,

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