Assessment of Customer's Perception and Expectation of University's Sports Facilities Service Quality using SERVQUAL Model (Case study: Azarbaijan Shahid Madani University)

Analysis of service quality enables management not only to prevent quality decline but also allocate the limited financial resources to more important areas. Therefore, the aim of this study was to investigate the quality of services in the Sports facilities of Azerbaijan Shahid Madani University using SERVQUAL model. This survey was descriptive which 327 users of the university facility (students, staff and teachers) participated in it as sample. Data were collected using 22-items SERVQUAL questionnaire that measures five dimensions of service quality (Tangibles, reliability, responsiveness, assurance and empathy) in perception and expectation sections. Analyzing using statistical tests of Wilcoxon and Friedman indicated that in the perception section (existing situation), Assurance dimension (4.59±1.38) was at the best situation followed by responsiveness, reliability, empathy and tangibles in order of priority. In the expectation section, also, Assurance dimension (6.15±0.98) was in first rank of responders’ emphasis. After that the dimensions of empathy, responsiveness, reliability and tangibles, were highlighted respectively. Moreover, the results showed that there are negative significant gaps between existing and desired situations in all five dimensions of service quality of the university’s sport facilities (P