Assessing Multidimensional service Quality gaps in Higher Education: Empirical Insights from a Private University of Odisha

This research seeks to evaluate the service quality delivered by a private university in Odisha from students’ perspectives, using the SERVQUAL framework as the primary measurement instrument. The study adopted a cross-sectional, exploratory research design and utilised a mixed-methods approach for data collection. Initially, the SERVQUAL scale items were tested through a pilot survey to ensure validity and reliability. Subsequently, a structured questionnaire was administered to 180 students selected through stratified random sampling. In addition to the survey, focus group discussions were conducted with selected class representatives to enrich and triangulate the quantitative findings. Of the distributed questionnaires, 132 usable responses were obtained, yielding a response rate of 73.3 per cent. The data analysis commenced with descriptive statistics, including the computation of means and standard deviations for each SERVQUAL item relating to students’ expectations and perceptions. The core analysis concentrated on identifying service quality gaps through one-sample t-tests, independent-samples t-tests, and ANOVA. A gap assessment was carried out at three levels: individual-item analysis, dimension-wise (construct-level) analysis, and overall service quality measurement. The findings revealed that students’ perceptions of overall service quality were significantly lower than their expectations, with a mean gap score of –1.611. Furthermore, students enrolled in Under Graduate programmes demonstrated significantly different perceptions compared to those in degree and postgraduate programmes. The most pronounced gaps were observed in the dimensions of Reliability and Responsiveness. Based on these findings, comprehensive recommendations have been proposed to assist the private university in Odisha in addressing the identified deficiencies and enhancing overall service quality.