MEASURING SERVICE QUALITY EXPECTATIONS AND PERCEPTIONS OF STUDENTS AT THE UNIVERSITY

Abstract

High education is growing quality and every day is more encountered with the global process. The importance of the quality of educating services has been recently improved. This study was accomplished with the goal of determination of the gap of the quality of educating services by the students' point of view in Rasht universities. At this gradual study, there were the sample researches of 384 students which have been selected randomly. Collection of the data was accomplished by the questionnaires. The questionnaire has five dimensions of quality service including guarantee, answering, agreement, confidence and notice: By using this questionnaire the students' perception of the present situation and their expectation of an desirable situation of the quality of educating services was determined and by subtracting of marks of the perception and expectation of the students, the gap of the quality of the educating services has been obtained in different dimensions. The results showed that on the basis of the students' ideas, the gap of quality exists on each part of five dimensions of the service and the whole phrases related to each dimension. The most important gap of the service s quality were observed on the dimension of a noticeable factors (-1/66), and after it has been answering (-1/27), Agreement (-1/26), guarantee (-1/2) and confidence (-1/15), dimensions has been observed in order. The observed difference has been statistically expressive in different dimensions of educating qualities between the gap of the quality (P=0/00). On the basis of the results, students, expectations, of the present situation are more than their perception and in none of these dimensions has been met their expectations Therefore we need more effort in planning to promote the quality of the educating services in order to meet the students' expectation and those dimensions which have more gap should be placed at preference.