Evaluating the Quality of Educational Services in University of Science and Culture based on SERVQUAL Model from Student's Viewpoints

The purpose of this study was to evaluate the quality of educational services in the University of Science and Culture based on SERVQUAL model from students’ viewpoints. The methodology used in this study was applied research and descriptive-survey in terms of purpose and method of data collection. The statistical population was all of 5701 students of University of Science and Culture. The number of samples, based on Morgan table, was 361 people. Finally, due to students welcome,394 people were entered into the analysis. Also, considering to the volume of existing faculties and discontinuous bachelors, undergraduate, graduate and postgraduate sections, sampling was conducted in the relative stratified method. Due to the small number of students at the doctoral level, compared to other sections, census was conducted. A researcher-made questionnaire was used to gather data. Considering Cronbach's Alpha coefficient, its reliability was calculated as 0.86.Data analysis was performed using descriptive and inferential statistics. The results showed that student's expectations of the quality of educational services is at high level and student's perception of the quality of educational services is at low level. Also, the quality considering all the aspects of educational services displays the negative gap of quality. The greatest gap was in the tangibles (-1.9596) and then in the dimension empathy (-1.6478), assurance (-1.6287), responsiveness (-1.6072) and reliability (-1.5961). Among the demographic variables, only between the perceptions of students in different grades of quality of educational services a significant difference was observed.