Quality assessment in higher education using the SERVQUALQ model

Economy in Bosnia and Herzegovina is striving towards growth and increased employment and it has been proven by empirical studies worldwide that higher education contributes to socio-economic development of a country. Universities are important for generation, preservation and dissemination of knowledge in order to contribute to socio-economic benefits of a country. Higher education institutions are being pressured to improve value for their activities and providing quality higher education service to students should be taken seriously. In this paper we will address the emerging demand for quality in higher education. Higher education institutions should assess quality of their services and establish methods for improving quality. Activities of quality assurance should be integrated into the management process at higher education institutions. This paper is addressing the issue of service quality measurement in higher education institutions. The most frequently used model in this context is the SERVQUAL model. This model is measuring quality from the students\u27 point of view, since students are considered to be one of the most important stakeholders for a higher education institution. The main objective of this research is to provide empirical evidence that the adapted SERVQAL model can be used in higher education and to identify the service quality gap based on its application at one institution of higher education (Faculty of Economics) in Bosnia and Herzegovina. Furthermore, results of the gap analysis using the SERVQUAL methodology provide relevant information in which areas improvement is necessary in order to enhance service quality