Increasing service quality at a university: a continuous improvement project

Abstract

Purpose

The purpose of this paper is to evaluate a continuous improvement project (CIP) at a Mexican university designed to increase engineering graduate student loyalty.

Design/methodology/approach

A plan-do-check-act problem-solving methodology was implemented, and a SERVQUAL survey was conducted on 67 master’s engineering students.

Findings

Five factors were found to affect student loyalty: facility cleanliness; faculty teaching skills; evening student services; master’s degree student management roles at work; and master’s degree students’ ages. After the implementation of the improvement and control actions, there was a 7.7% increase in the engineering master’s degree students’ loyalty scores.

Research limitations/implications

However, there were several research limitations: data availability (such as student loyalty, student satisfaction and a small master’s degree student population size) and factors outside the CIP’s scope (such as the country’s economic situation, university rankings, master’s programme accreditations and COVID-19).

Practical implications

The findings from this research study could be used by other higher education institutions (HEIs)to improve student loyalty and as a reference when conducting similar studies in other service organisations such as hospitals and hotels.

Originality/value

This research work took a different approach in assessing student satisfaction and student loyalty in a HEI by using the SERVQUAL survey as the data collection instrument for conducting CIP.

Citation

Gonzalez Aleu, F., Granda Gutierrez, E.M.A., Garza-Reyes, J.A., Garza Villegas, J.B. and Vazquez Hernandez, J. (2021), "Increasing service quality at a university: a continuous improvement project", Quality Assurance in Education, Vol. 29 No. 2/3, pp. 209-224. https://doi.org/10.1108/QAE-02-2021-0020