High level of service quality is often what customers expect and value in purchasing services from service organizations such as education institutions. It is vital to ensure that satisfactory or even superior service is delivered the first time to delight customers. Measuring and managing service quality has received increased attention of researchers and practitioners in various disciplines. Unlike conventional institutions of higher learning, the teaching and learning process in open distance learning (ODL) institutions is separated in time and/or space. Hence, the quality of education services in ODL institutions needs to be enhanced by delivering consistent and high quality students support services to succeed in the competitive environment. The purpose of this study is to examine the service quality of an ODL institution in Malaysia. The authors aim to identify, discuss and assess the relevant parameters to gauge the expectation and perception of students towards the service quality of business programme in Wawasan Open University (WOU). A primary survey was conducted using a structured questionnaire administered to the students of WOU business programmes in the first semester. The sample consists of first batch students drawn from all four learning centers in Malaysia who have enrolled for WOU Business courses. The SERVQUAL model by Parasuraman, Zeithaml and Berry was adapted as a basis to measure the service quality along five dimensions, namely reliability, responsiveness, assurance, empathy and tangibles. The findings and implications of the study are discussed. Suggestions and recommendations are proposed aiming at further improving the service quality of an ODL institutions.
Material type
Electronic
Notes
Paper presented at the 21st Asian Association of Open Universities (AAOU) Annual Conference (29-31 October 2007; Kuala Lumpur, Malaysia)
Assessing service quality of Wawasan Open University business programme
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Assessing Service Quality
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