Importance-Performance Analysis of Service Quality in Higher Education: A Case Study

This study evaluates service quality perceptions of two groups of students engaged in management education. It identifies the most influential characteristics as quality of lectures, quality of seminars, knowledge and experience of academic staff and career services. The least influential characteristics are: willingness of the academic staff to provide individual attention and physical appearance of the institution. Importance- Performance Matrix of the first year recognizes all 24 characteristics as areas to maintain while that of the final year indicates the quality of seminars, social opportunities, careers service, internal student feedback system, etc. as areas to be improved. Overall, the study clearly notices declining quality from preceding year to succeeding year on several fronts.