Investigating Educational Services Quality in Faculties of Sport Sciences via Quality Function Deployment (QFD)(Case Study of Faculty of Sport Sciences at University of Guilan)

The present study aimed at analyzing the gap of the quality educational services provided for postgraduate sport sciences students, based on the SERVQUAL-KANO model and executing Quality Function Deployment in Faculty of Sport Sciences at University of Guilan. The study is applied in terms of its purpose, and quantitative and quantitative research methods were used to collect data and achieve the goals. The statistical population consisted of all postgraduate students of sport sciences at University of Guilan. The research measurement instruments were SERVQUAL and KANO questionnaires employed to assess the quality of educational services as well as identify and categorize students' needs for the quantitative section. In addition, semi-structured interviews were conducted for the qualitative section of the study. Face and content validity of the questionnaires was confirmed by experts. The results showed that, there are negative quality gaps in all dimensions of the quality of educational services. The widest gap was observed in objective elements (mean difference= -2.16). Finally, 15 basic needs were identified and imported into the house of quality matrix of QFD as voice of the customer, and 20 specifications were extracted for improvement. It can concluded that providing more educational spaces, preparation of updated educational and laboratory equipment, improvements in the communication and information methods of faculties, justification of faculty staff to better respond to students, and accurate performance of educational services in a timely manner are among the important measures for improving the quality of educational services in the faculties.