Students’ Perceptions on Sustainable Service Quality in Higher Education Using Serviqual Model– A Case of Tanzania Institute of Accountancy Singida Campus
Mary Daniel Minja
*
Tanzania Institute of Accountancy (TIA) – Singida Campus, Tanzania.
Crispin Magige Ryakitimbo
Tanzania Institute of Accountancy (TIA) – Singida Campus, Tanzania.
Lukio Lawrence Mrutu
Tanzania Institute of Accountancy (TIA) – Singida Campus, Tanzania.
Nyakeko Francis
Agency for the Development of Educational Management (ADEM) – Mwanza Campus, Tanzania.
*Author to whom correspondence should be addressed.
Abstract
This study examined service quality and student satisfaction in higher education, focusing on the Tanzania Institute of Accountancy (TIA) Singida Campus. Using SERVQUAL model, the research explored five dimensions of service quality: tangibles, assurance, reliability, responsiveness, and empathy. A case study design was employed to gather data from 297 diploma and undergraduate students. Quantitative analysis via IBM SPSS version 25 revealed varied satisfaction levels across the SERVQUAL dimensions. Tangibles received the lowest satisfaction scores indicating a need for improved facilities and accommodations, while reliability scored highest, reflecting students' trust in the consistency and proficiency of lecturers. Although students were generally satisfied with the friendliness and politeness of TIA staff, responsiveness and empathy showed room for improvement, particularly in non-teaching staff's problem-solving abilities and the institute's handling of student inquiries and complaints. The study highlights the necessity for higher learning institutions to continually enhance service quality to meet students' expectations and maintain competitiveness in the academic sector.
Keywords: Serviqual model, service quality, student satisfaction, higher education