A top management perspective of total quality service dimensions for private higher education institutions in South Africa

The growing need for higher education in Africa with the concurrent explosive growth of private higher education institutions in South Africa indicates the concomitant need for quality assurance of these institutions. This article presents leadership perspectives on the strategic need for developing a service quality excellence framework for private higher education institutions, a need which arises from the limitations of conventional quality assurance instruments, and highlights the importance of a holistic approach to service quality management in terms of a total quality service framework. The development of such a framework is being done in two phases: (1) from a top management perspective (the qualitative phase) and (2) from the perspective of academics and students (the quantitative phase). This article explains the fi rst phase of the research with the focus on prominent South African private higher education institutions offering degree qualifi cations. In-depth semistructured interviews were conducted with 15 principals (CEOs or top managers) of these institutions. A thematic analysis approach was followed to identify service quality dimensions as the point of departure for the eventual development of a total quality service framework.Key words: total quality service, private higher education, service quality dimensions, service quality frameworks, leadership, SERVQUA