Quality of Instructors’ Service: Evidence from Higher Educational Institution

Only available on StudyMode
  • Download(s) : 48
  • Published : January 7, 2013
Open Document
Text Preview
RESEARCH PAPER No. 2012 - 01

Quality of Instructors’ Service: Evidence from Higher Educational Institution

Mc Kenny J. Quinto, Kriselle S. Mejia, Julito G. Dagdagan, Aries R. Abagat, Dalmaine Joyce R. Selga and Roberto M. Arguelles

MARKETING RESEARCH

We envision Saint Louis University as an excellent, missionary, and transformative educational institution zealous in the formation of human resources who are imbued with the Christian spirit and who are competent, creative, and socially involved.

SCHOOL OF ACCOUNTANCY AND BUSINESS MANAGEMENT
SAINT LOUIS UNIVERSITY
PHILIPPINES

October 2012
Quality of Instructors’ Service: Evidence from a Higher Educational Institution

Mc Kenny J. Quinto, Kriselle S. Mejia, Julito G. Dagdagan, Aries R. Abagat, Dalmaine Joyce R. Selga and Roberto M. Arguelles

Abstract
As higher educational institutions aim for competitive advantage, the evaluation of educational service quality has become essential. This study presents the result of an assessment of the quality of instructional service in a private university from the perspective of its students and using the SERVQUAL model. Three areas were looked into: (a) the most effective service quality among the five elements of Tangibles, Responsiveness, Reliability, Empathy, and Assurance; (b) the difference between the actual and the expected performance of the instructors; and, (c) the areas where student satisfaction is already strong and areas where it can be improved. Results indicate that students consistently identified Responsiveness as the most important, and Assurance, the least important of the instructors’ services. The overall gap between experience and actual performance was all positive and showed that students’ expectations are higher, overall, than their actual experiences. Finally, among the five elements, Responsiveness had the highest gap, thus pointing out to the need for more attention to this dimension.

Keywords. Assurance, empathy, higher educational institution, instructor service, service quality, tangibles

Introduction

Higher education is facing pressure to improve value in its activities (Heck & Johnsrud, 2000). As higher educational institutions tussle for competitive advantage and high service quality, the evaluation of educational service quality is essential to provide motivation for and to give feedback on the effectiveness of educational plans and implementation.

The present tenet for enhancing educational value is to expend effort on continuous improvement, to focus on stakeholder interests, and to increase student satisfaction. Student satisfaction is often used to assess educational quality, where the ability to address strategic needs is of prime importance (Cheng, 1990). Quality in education can be said to be determined by the extent to which students’ needs and expectations can be satisfied.

Students are one of the most important stakeholders of education quality. To satisfy students is one of the prime purposes in the education sector, wherein quality of instructors’ performance play an important role. Quality of instructor is the most important school-related factor influencing student achievement. When students perceive their teachers to have a supportive behavior, their achievement increases; if disruptive, then their achievement decreases (Ryan & Patrick, 2001). Perceived support from teachers is an independent and positive predictor of interest in classes, pursuit of goals, and adherence to classroom rules and norms (Wentzel, 1998). The quality of student-teacher relationships is also positively associated with student academic motivation and attitudes towards school (Eccles, Wigfield, Midgley, MacIver & Feldlaufer, 1993). In addition, Roeser, Midgley and Urdan (1996) found that students’ school achievement is directly associated with student ratings of teacher-student relationships. A positive school environment also plays a significant part in...
tracking img