Analyzing service quality via QFD and SERVQUAL: Applications in accommodation services and distance learning

Abstract

This thesis focuses on issues about how to analyze, measure and improve service quality in specific educational settings, based on the following two models: Quality Function Deployment (QFD) and SERVQUAL. The two models are two popular research methods for evaluating service quality. After a process model to employ fuzzy set theory in SERVQUAL is proposed, two case studies are presented. A case study of identifying and meeting students'needs of accommodation services by the National University of Singapore is presented first. Then, another case study presents how to measure service quality of Internet-based Learning provided by a Chinese major distance learning services provider. We deal with some limitations of the SERVQUAL model in this case study: unstable dimensionality and ambiguity of inputs. A method of measuring perceived service quality based on triangular fuzzy numbers is used.