The Research of SERVQUAL Instrument Applying in Chinese Higher Education

Abstract

Evaluation of the customer perceived service quality in a quantifying is the most important part of the service management literature. Over the past decade, SERVQUAL instrument has emerged as perhaps the most popular standardized questionnaire to measure service quality. This paper starts with elaborating the great significance to carry out this instrument in Chinese educational institutions. Based on the brief introduction and related review of SERVQUAL instrument, criteria of it are re-designed in order to be suitable to evaluate the service quality of Chinese higher education. Moreover, the data obtained from the utilization of it are analyzed and then applied in a more effective, comprehensive way. As a result, a new quantifying is provided