service perception

7/29/2019 Service Perception

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Service Perception in Education

Services:

Focusing on NMIMS

Group DSonali Kale (61)Devdatta Mahajan (72)

Mitali Nanavaty (95)Harmanjeet Parmar (106)Cyrus Pavri (111)Pranjali Polekar (115)


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Higher Education in India An introduction

7 Ps of Higher Education

Service Differentiation of foreign universities

What is Servqual

Dimensions of Servqual

Survey Design and Methodology Survey Analysis

Action Plan


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India is the largest higher education system in the world

The size of India's higher education market is of about $ 40 billion per

year

Over 500,000 students go abroad every year for higher education byspending about $ 10 billion

In 2010, almost twice the number of Indian students who applied tostudy higher education abroad chose colleges in the UK over the UnitedStates


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Type of Universities in India Total Number *

Central Universities 25

Open Universities 14

Agricultural Universities 45

Deemed Universities 120 ( 34 Govt , 86 private)

State Universities 231

Private Universities 23

Foreign Universities 5

Total 463

*( As of 31st

April 2009)


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Product: Syllabi, Brand name, Courses offered, Placement services,Degrees offered, Flexibility to design courses

Price: Admission fees, Term fees, Exam fees, etc.

Place: Location, Affiliations

Promotion: News papers & Magazines, Banners, Accreditations,Rankings, Seminar, Education fairs

People: Professors, Non-teaching staff, Alumni, Students

Physical Evidence: Campus, Canteen Facilities, Building appearance,Labs

Process: Admission procedure, Examination process, Coursecoordination


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Flexibility to change the course mid-term

Infrastructure and other facilities

Emphasis on learning rather than memorizing

Higher number of scholarships

Wider choice of courses


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SERVQUAL was developed by Zeithaml, Parasuraman & Berry.

The central idea in this model is that service quality is a function of

the difference scores or gaps between service expectations and

perceptions.

An important advantage of the SERVQUAL instrument is that it

has been proven valid and reliable across a large range of service

contexts

Major criticism of the model is that its 5 dimensions are not

universal


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Reliability: Ability of professors and staff to perform the promised service dependability

and accurately

Responsiveness: Willingness of professors and staff to help students and provide prompt

service

Assurance: Knowledge, courtesy, and ability to inspire trust and confidence among

students regarding placements

Empathy: Caring and individualised attention to students by professors

Tangibles: Appearance of physical facilities, equipment, etc.


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Designed Questionnaire Reliability Responsiveness

Assurance Empathy Tangibles

Administered Questionnaire through onlinesurvey portal

Total responses: 71


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Part time

management

program, 9.9%

Weekend

management

program, 90.1

%

20 to 25

years, 4.2%

25 to 30

years, 71.8%

30 to 35

years, 16.9%

> 35

years, 7.0%

Commerce /

Science / Arts

Graduate, 50.

7%Engineering /

Pharma, 43.7

%

Others, 5.6%

Course enrolled in Age bracket Educationalbackground


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You are satisfied with the institute infrastructure (classrooms, labs)

The Institute has a well-equipped and upto-date library

You are happy with the canteen facilities provided by the institute

The physical appearance and look of the institute is visually appealing

Your institute follows the timelines set by itself for completion of curriculum, lecture

schedule, conducting exams and other eventsThere is transparency in the tools adopted to evaluate student performance

The institute provides support and assistance to students concerns and makes all

efforts to resolving them

The level of service delivered by the institute matches the service promised

The Institute provides prompt responses to student concerns

The administrative staff is helpful and polite

There are clearly defined grievance redressal avenues / mechanisms in your institute

You feel confident about the knowledge and expertise of the faculty members

The professors are able to inculcate interest and liking among students towards theirrespective subjects

The teachers are not only knowledgeable but also highly qualified

The institute arranges for guest lectures / visiting faculty who have wealth ofindustry knowledge and expertise

The steps/actions taken by the institute on various matters instills confidence in youabout its ability to perform its activities

Your Institute gives you personal / individual attention

The institute upgrades its curriculum with new courses to suit the changing studentand business needs

The institute organizes number of recreational/cultural programs

The institute keeps the best interests of students in mind while implementingchanges to the existing system

1 (Strongly Disagree) 2 3 4 5 6 7 (Strongly Agree)

11.3%

8.5%

18.3%

15.5%

9.9%

18.3%

12.7%

22.5%

12.7%

8.5%

14.1%

8.5%

9.9%

5.6%

12.7%

16.9%

18.3%

9.9%

14.1%

18.3%

23.9%

14.1%

25.4%

33.8%

31.0%

25.4%

28.2%

26.8%

22.5%

16.9%

33.8%

16.9%

19.7%

14.1%

19.7%

31.0%

31.0%

31.0%

23.9%

23.9%

26.8%

26.8%

28.2%

15.5%

15.5%

23.9%

29.6%

28.2%

32.4%

33.8%

21.1%

21.1%

33.8%

25.4%

23.9%

25.4%

19.7%

32.4%

25.4%

23.9%

21.1%

31.0%

15.5%

19.7%

36.6%

18.3%

14.1%

9.9%

14.1%

26.8%

14.1%

38.0%

22.5%

36.6%

21.1%

16.9%

5.6%

19.7%

7.0%

11.3%


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Parameters ExpectationScore PerceptionScore Gap Average forDimension

ReliabilityYour institute follows the timelines set byitself for completion of curriculum, lectureschedule, conducting exams and other

events

497 345 152 190

There is transparency in the tools adoptedto evaluate student performance 497 291 206The institute provides support andassistance to students concerns and makes

all efforts to resolving them497 302 195

The level of service delivered by theinstitute matches the service promised 497 291 206


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ResponsivenessThe Institute provides prompt responses tostudent concerns 497 301 196 185The administrative staff is helpful and polite 497 342 155There are clearly defined grievance redressalavenues / mechanisms in your institute 497 294 203


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AssuranceYou feel confident about the knowledge andexpertise of the faculty members 497 360 137 152The professors are able to inculcate interest

and liking among students towards theirrespective subjects

497 358 139

The teachers are not only knowledgeablebut also highly qualified 497 383 114The institute arranges for guest lectures /visiting faculty who have wealth of industryknowledge and expertise

497 312 185

The steps/actions taken by the institute onvarious matters instills confidence in youabout its ability to perform its activities

497 314 183


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EmpathyYour Institute gives you personal / individualattention 497 261 236 213The institute upgrades its curriculum with

new courses to suit the changing studentand business needs

497 332 165

The institute organizes number ofrecreational/cultural programs 497 263 234The institute keeps the best interests ofstudents in mind while implementingchanges to the existing system

497 281 216


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TangibilityYou are satisfied with the instituteinfrastructure (classrooms, labs) 497 340 157 168The Institute has a well-equipped and up

to-date library497 368 129

You are happy with the canteen facilitiesprovided by the institute 497 303 194The physical appearance and look of theinstitute is visually appealing 497 305 192Average SERVQUAL Score 181


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Parameters Average for Dimension InterpretationReliability 190Responsiveness 185Assurance 152Empathy 213Tangibles 168Average SERVQUAL Score 181


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Empathy:

Counselling sessions

Smaller batch size Research assistances / Mentoring program

Organise college fests / cultural programs

Feedback sessions Greater role for student councils


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Reliability:

Equip admin department to handle student

queries Develop interactive tools to help students

understand the examination results


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Responsiveness:

Faster turnaround for student queries

Periodic review of grievance redressalmechanisms and their applicability


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service perception

Documents