| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 94 === This research discusses the appropriateness of applying SERVQUAL evaluation instrument in non-profit organizations (NPO). It aims to study the significant differences between students’ perception and students’ expectations of service quality provided by SAOTU. It intends to study the Gap5 of each attribute in order to improve the service quality provided to customers (i.e. students) of the SAOTU. In addition, this research paper examines whether gender, education and social committee involvement impact on the variances of Gap5.
This research expects to use SERVQUAL evaluation instrument of SAOTU as an empirical study. The 400 questionnaires prepared are in accordance with the steps of SERVQUAL evaluation instrument. These questionnaires have been distributed to the students of TT University. As a result, 329 questionnaires were completed and returned. Each questionnaire refers to the P.Z.B. Gap model and contains 22 attributes. By applying AMOS 5.0 and SPSS 12.0 to perform the statistic analysis, the SERVQUAL evaluation instrument of SAOTU is obtained.
The final finding of this research is that the P.Z.B. Gap model can be applied in NPO. Based on empirical evidence in this research, five dimensions of service quality have been renamed and redefined to tailor the characteristics of service quality at SAOTU. The result of analysis shows that most of attributes have a perceived value of greater than 4. Only a few have a perceived value of less than 4. This indicates that students are generally satisfied with the five dimensions of the service quality provided by SAOTU. However a negative figure of Gap5 in each dimension suggests that SAOTU still needs to strive to improve its service quality to students.
In this paper, the gender and social committee involvement do not show a significant difference with respect to the perception of the service quality of the SAOTU. However, the variances exist among various gender and education. Therefore the variances that present the major management indicators can be used by various departments of TT University to facilitate better policies making with regards to the service quality they provide.
This research is limited to the review on the Administration Department of TT University. In addition, the model used in this research does not include all of the variables that could affect the decisions made by higher education institutes with respect to service quality. Hence, future researchers can focus on this issue and develop further studies.
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