Measuring Service Quality in Higher Education: The Case of Serbia

The main aim of this study is to investigate the potential to apply the SERVPERF scale for assessing service quality during the Bologna Process and Higher Education reform in Serbia. The research sample consisted of 109 students of a Faculty of Management at one Serbian University. The questionnaire was designed based upon the SERVPERF survey. Terminology modifications for higher education context were made. The research findings revealed a change of proposed scale, especially in dimension Responsiveness. The management students perceived that the most important dimensions were Assurance and Reliability, followed by Responsiveness and Empathy. The students' perceptions of dimension Responsiveness was the different across gender. The perceptions of service quality elements change over a period of study, with Reliability elements having increasing importance. The factor analysis showed that the modified questionnaire is adequate for assessing the service performance in higher education in Serbia. The main areas for quality improvement for course management teams are suggested.