A Service Quality Gap Analysis: Evidence from External Customers of University of Cape Coast

Abstract

The purpose of the study was to assess the outcome criteria of total quality management implementation in a University. It also aimed at timely identification of gaps in service quality to inform management of innovative ways of closing the gaps with the given scarce resources. The paper opted for explanatory research to addresses the outcome expected from the TQM implementation in the University institution. In all, 361 questionnaires out of the 434 administered were completed and usable. The 5 service quality dimensions with total of 26 items were measured on a Likert-scale of 1 to 5, while descriptive statistics were employed in the data analysis procedures. The results showed the existence of service quality gaps in all the quality dimensions. In general, students ’ expectations were more on human and non-human aspects of service delivery prior to admission, while the employer’s expectations were more on service products and social responsibility. Generally, the magnitudes of effect on the service quality dimensions were found to be above medium. The research was limited to three selected external customers in one University Institution; therefore, the results may need further research for generalization. Institutional management should pay attention to existing service gaps, listen to the voices of institutional customers and factor their feedback into the decision-making processes. This paper identifies the strengths and weaknesses pertaining to the institution’s service delivery and suggests how institutional resources could be better allocated to address the gaps.