Continuous Service Quality Enhancement: Prioritizing Frontline Services in the College of Education

Abstract

One of the essential components of quality assurance initiatives in higher education institutions is continuous quality improvement. In identifying priority areas for service enhancement, utilizing stakeholders’ feedback provides institutions with valuable empirical evidence and informs institutional decision-making processes. This study hoped to provide data-driven recommendations by identifying service dimensions that received comparatively lower satisfaction ratings for enhancing the quality of frontline services in the College of Education. A descriptive quantitative approach utilizing Cronin and Taylor's (1992) Performance-Only Service Quality Model (SERVPERF) was used for this research. The findings indicated all five areas of service provided by the university's front-line staff received positive responses from students. However, two specific areas (Medical-Dental Services and Guidance Services) produced lower-than-average student satisfaction ratings when compared to other services offered. Recommendations were developed using these data-driven results to provide continued improvements in service quality, increase access to services, improve responsiveness of services, and establish a method for regularly assessing stakeholder satisfaction. This research demonstrates the importance of an evidence-based approach to develop strategic institutional improvement initiatives and support excellent service practice within higher education.