Applicability of SERVQUAL in Private Higher Education Institutions in Bangladesh

Education industry is considered as one of the most dominant industrial sectors in modern economy. As a significant service sector in modern times there is much concern from the part of both academics and practitioners regarding the enhancement of its client satisfaction which in this case is considered as students’ satisfaction. This study is aimed at using Parasuraman’s SERVQUAL model to find out its impact on customer satisfaction in the private universities in Bangladesh. Since understanding service quality factors in higher education sector is still grey, the study has applied methodology triangulation in order to derive clear answers on both what and why questions i.e. the extent of the impact of SERVQUAL model on student’s satisfaction as well as the detail reason of such impact to judge its applicability in private universities of Bangladesh. The findings revealed that all the five factors of SERVQUAL were found to have significant impact on the students’ satisfaction of the private universities in Bangladesh. The qualitative techniques reveal the detail reasons of such impact from Bangladesh perspectives. Applicability of SERVQUAL in Private Higher Education Institutions in Bangladesh