The Assessment and the Prioritization of the Quality Dimensions of Educational Services based on the Servqual Model through Utilizing a Mixed Approach Including AHP and VIKOR (Case Study; Imam Ali Military University)

Nowadays, the quality dimensions of services are taken as the most important aspects of management in organizations that provide services. Despite the increasing importance of the quality of services in the competitive environment, assessment of the quality of educational services is completely different from any other services and is an immensely difficult task due to its importance. Moreover, educational services are identified as the main distinguishing feature of universities and also bring students a great feeling of satisfaction. Imam Ali Military University is playing a significant role in training military forces of the Islamic Republic of Iran. To delve into this issue in this study, this study was an attempt to assess and prioritize the quality dimensions of educational services based on Servqual model through utilizing a mixed approach including AHP and VIKOR. Thereupon, the quality dimensions of educational services are weighed in terms of significance. The findings also revealed that in terms of prioritizing and ranking, the quality dimensions including tangibility, reliability, accountability and sympathy have been identified as the most effective factors affecting the ranking of educational services of three faculties including faculty of administration and military science, faculty of flight and engineering and also the faculty of basic science at Imam Ali Military University.