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Exploration of quality dimensions that influence customer perceptions of service performance: insights from higher education

This paper sets out to explore the quality dimensions that influence customer perceptions of service performance among different customer segments in higher education. A survey was conducted by administering a questionnaire with 26 items measuring quality dimensions to 434 customers in a higher education setting that has implemented total quality management. The survey yielded a return of 364 usable questionnaires and the 83.9% response rate deemed to be relatively good for further analysis. This paper found significant similarities and differences in the quality dimensions that influence customer perceptions of service performance in higher education. In particular, current students and student alumni reported similar expectations of human and non-human elements of service delivery, whereas employers from the industry had greater expectations on core services. Interestingly, the levels of satisfaction among these three customer groups were generally below their expectations, which indicate new possibilities that may benefit from additional exploration and validation.