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The Importance-Performance Analysis of Service Quality in Administrative Departments of Private Universities in Thailand

Service quality is one of key success factors that lead an organization to success in this era of privatization. To be a service leader is very important in all industries, including education. It is very critical that private universities offer quality services to students. The competition among educational institutions in both the state and private sector in Thailand is intense. Therefore, improving the service quality in private universities is one of the strategies to increase their sustainable competitive advantage. In this paper, a modified Importance-Performance Analysis (IPA) model was constructed on the basis of comparing perceived performance and the importance of each service attribute of the five dimensions of the SERVQUAL model.