ASSESSING SERVICE QUALITY GAPS IN A SOUTH AFRICAN PRIVATE HIGHER EDUCATION INSTITUTION: A SERVQUAL ANALYSIS

Measuring service quality in higher education is challenging due to the intangible nature of service offerings and diverse stakeholder expectations.This study explores service quality at a South African Private Higher Education Institution (PHEI) using the SERVQUAL model to identify gaps between student expectations and perceptions.PHEIs, mainly serving urban middle-class households, offer various qualifications and are recognised for quality and adaptability.Service quality is defined as meeting and exceeding student expectations with reliable services.The SERVQUAL model assesses quality across five dimensions, namely: tangibles, reliability, responsiveness, assurance, and empathy.A survey of 120 second-year students at a PHEI in KwaZulu-Natal revealed significant gaps, especially in responsiveness, reliability, and assurance.Recommendations include improving communication, training personnel, and aligning services with student expectations.Continuous service quality assessment is crucial for PHEIs to enhance student satisfaction and maintain competitiveness.