Qualidade de Serviço no Ensino Superior Público: Uma Adaptação do Servperf / Service Quality in Public Higher Education: A Servperf Adaptation
Resumen
Este trabalho objetiva avaliar a qualidade dos serviços prestados por uma instituição de ensino superior (IES) pública por meio da adaptação do instrumento SERVPERF de Cronin & Taylor (1992). O método da pesquisa baseou-se no desenvolvimento de uma revisão sistemática da literatura (RSL) para identificar as principais lacunas de pesquisas relacionadas ao SERVPERF em IESs e um estudo de caso aplicado em um setor de suporte ao ensino de uma instituição pública (IP) de educação tecnológica. Para isto, utilizou-se um questionário com 10 itens aplicado a 235 alunos do curso de graduação de engenharia de produção. Após validação de 192 questionários, os itens foram analisados e priorizados por meio da análise de quartis. A partir dos principais resultados classificados em prioridades crítica e alta, identificaram-se oportunidades de melhorias nos serviços pertencentes às dimensões da qualidade: tangibilidade, responsividade e confiabilidade. Salienta-se que o desenvolvimento desta pesquisa auxilia não só a proposição de melhorias referentes à avaliação da qualidade dos serviços no setor estudado mas também aos outros 21 polos universitários no estado analisado e aos diversos dispersados no Brasil.
Palavras-chave: Qualidade em Serviços. Servperf. Ensino Superior. Ensino Público.
ABSTRACT
This work aims to evaluate the quality of services provided by a public higher education institution (HEI) by adapting the SERVPERF instrument by Cronin & Taylor (1992). The research method was based on the development of a systematic literature review (SLR) to identify the main research gaps related to SERVPERF in HEIs and a case study applied in a teaching support sector of a public institution (PI) of technological education. For this, a questionnaire with 10 items was applied to 235 undergraduate industrial engineering students. After 192 questionnaires were validated, the items were analyzed and prioritized through quartile analysis. From the main results classified as critical and high priorities, opportunities for improvements in services belonging to the dimensions of quality were identified: tangibility, responsiveness, and reliability. It should be noted that the development of this research helps not only to propose improvements regarding the evaluation of the quality of services in the sector studied but also to the other 21 university centers in the analyzed state as well as to the several dispersed in Brazil.
Keywords: Service Quality. Servperf. Higher Education. Public Education.
Referencias
Abdullah, F. (2005). HEdPERF versus SERVPERF: The quest for ideal measuring instrument of service quality in higher education sector. Quality Assurance in Education, 13(4), 305–328. https://doi.org/10.1108/09684880510626584
Abdullah, F. (2006a). Measuring service quality in higher education: HEdPERF versus SERVPERF. Marketing Intelligence and Planning, 24(1), 31–47. https://doi.org/10.1108/02634500610641543
Abdullah, F. (2006b). Measuring service quality in higher education: Three instruments compared. International Journal of Research and Method in Education, 29(1), 71–89. https://doi.org/10.1080/01406720500537445
Abdullah, F. (2006c). The development of HEdPERF: A new measuring instrument of service quality for the higher education sector. International Journal of Consumer Studies, 30(6), 569–581. https://doi.org/10.1111/j.1470-6431.2005.00480.x
Acerbi, F., & Taisch, M. (2020). A literature review on circular economy adoption in the manufacturing sector. Journal of Cleaner Production, 273, 123086. https://doi.org/10.1016/j.jclepro.2020.123086
Akdere, M., Top, M., & Tekingündüz, S. (2020). Examining patient perceptions of service quality in Turkish hospitals: The SERVPERF model. Total Quality Management and Business Excellence, 31(3–4), 342–352. https://doi.org/10.1080/14783363.2018.1427501
Alvarenga, D. (2020). Economia - Setor de serviços cresce 1% em 2019 e tem 1a alta em 5 anos. https://g1.globo.com/economia/noticia/2020/02/13/setor-de-servicos-cresce-1percent-em-2019-diz-ibge.ghtml
Amorim, D., Batista, R., & Neder, V. (2019). Economia & Negócios - Com maior peso no PIB, setor de serviços puxa avanço da economia. https://economia.estadao.com.br/noticias/geral,setor-de-servicos-com-maior-peso-no-pib-puxa-avanco-da-economia,70002739128
Babić-Hodović, V., Arslanagić-Kalajdžić, M., Banda, A., & Sivac, A. (2019). IPA and SERVPERF quality conceptualisations and their role in hotel services satisfaction. Tourism and Hospitality Management, 25(1), 1–17. https://doi.org/10.20867/thm.25.1.4
Brochado, A. (2009). Comparing alternative instruments to measure service quality in higher education. Quality Assurance in Education, 17(2), 174–190. https://doi.org/10.1108/09684880910951381
Bustos, O., & Pomares-Quimbaya, A. (2020). Stock market movement forecast: A Systematic review. Expert Systems with Applications, 156. https://doi.org/10.1016/j.eswa.2020.113464
Calvo-Porral, C., Lévy-Mangin, J. P., & Novo-Corti, I. (2013). Perceived quality in higher education: An empirical study. Marketing Intelligence and Planning, 31(6), 601–619. https://doi.org/10.1108/MIP-11-2012-0136
Coscieme, L., Mortensen, L. F., Anderson, S., Ward, J., Donohue, I., & Sutton, P. C. (2020). Going beyond Gross Domestic Product as an indicator to bring coherence to the Sustainable Development Goals. Journal of Cleaner Production, 248. https://doi.org/10.1016/j.jclepro.2019.119232
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334. https://doi.org/10.1007/BF02310555
Cronin, J. J. J., & Taylor, S. A. (1992). Measuring service quality: a re-examination and extension. Journal of Marketing, 56(3), 55–68.
Dalati, S., & Al Hamwi, S. E. (2016). Sustainable development in higher education through service quality and price fairness: empirical evidence from private universities in Syria. Entrepreneurship and Sustainability Issues, 4(1), 25–38. https://doi.org/10.9770/jesi.2016.4.1(3)
Devynck, F., Rousseau, A., & Romo, L. (2019). Does repetitive negative thinking influence alcohol use? A systematic review of the literature. Frontiers in Psychology, 10(JULY). https://doi.org/10.3389/fpsyg.2019.01482
Dussault, G. (1992). A gestäo dos serviços públicos de saúde: características e exigências. Rev. Adm. Pública, 26(2), 8–19.
Dutta, S. (2019). Dimension specific technique of evaluating service quality. International Journal of Innovative Technology and Exploring Engineering, 8(12), 2109–2118. https://doi.org/10.35940/ijitee.L3289.1081219
Fitzsimmons, J. A., & Fitzsimmons, M. J. (2014). Administração de Serviços: operações, estratégia e tecnologia da informação (7th ed.). AMGH.
Freitas, A. L. P., Manhães, N. R. C., & Cozendey, M. I. (2006). Emprego do SERVQUAL na Avaliação da Qualidade de Serviços de Tecnologia da Informação: uma Análise Experimental. XXVI Encontro Nacional de Engenharia de Produção.
Freitas, A. L. P., Rodrigues, S. G., & Costa, H. G. (2009). Emprego de uma abordagem multicritério para classificação do desempenho de instituições de ensino superior. Ensaio: Avaliação e Políticas Públicas Em Educação, 17(65), 656–674. https://doi.org/10.1590/s0104-40362009000400006
Gao, W., Ding, X., Chen, R., & Min, W. (2019). An empirical study of the role of higher education in building a green economy. Sustainability (Switzerland), 11(23), 1–14. https://doi.org/10.3390/su11236823
Gil, A. C. (2007). Métodos e Técnicas de Pesquisa Social (5th ed.). Atlas.
Glodowski, K. R., Thompson, R. H., & Ashley Asuncion, E. (2020). Evidence-Based Recommendations for Programming Quizzes to Improve College Student Behavior in Residential Courses. Journal of Behavioral Education, 29(3), 543–570. https://doi.org/10.1007/s10864-019-09330-z
Goldstein, S. M., Johnston, R., Duffy, J., & Rao, J. (2002). The service concept: the missing link in service design research? Journal of Operations Management, 20(2), 121–134. https://doi.org/10.1016/S0272-6963(01)00090-0
Gonçalves, T. J. M., & Belderrain, M. C. N. (2012). Avaliação da qualidade em lan houses através da adpatação do instrumento SERVQUAL. Revista Produção Online, 12(1), 248–268. https://doi.org/https://doi.org/10.14488/1676-1901.v12i1.882
Gonçalves, T. J. M., & Freitas, A. L. P. (2010). Emprego de um sistema web para aplicação de questionários na avaliação da qualidade em serviços. Ingepro - Inovação, Gestão e Produção, 2(1), 108–120.
Grönroos, C. (2004). Marketing: gerenciamento e serviços (Elsevier (Ed.)).
Guerrero, M., Cunningham, J. A., & Urbano, D. (2015). Economic impact of entrepreneurial universities’ activities: An exploratory study of the United Kingdom. Research Policy, 44(3), 748–764. https://doi.org/10.1016/j.respol.2014.10.008
Hair Jr., J. F., Celsi, M. W., Ortinau, D. J., & Bush, R. P. (2014). Fundamentos de pesquisa de marketing (3rd ed.). Mc Graw-Hin.
Hamid, F. S., & Yip, N. (2019). Comparing service quality in public vs private distance education institutions: Evidence based on Malaysia. Turkish Online Journal of Distance Education, 20(1), 17–34. https://doi.org/10.17718/tojde.522368
Hansen, D. L., Shneiderman, B., & Smith, M. A. (2011). Analyzing social media networks with nodexl insights from a connected world. Morgan Kauffman: Burlington.
Haque, M. I., & Sultan, Z. A. (2019). A structural equation modeling approach to validate the dimensions of SERVPERF in insurance industry of Saudi Arabia. Management Science Letters, 9(4), 495–504. https://doi.org/10.5267/j.msl.2019.1.012
IBGE. (2016). Brasil em Síntese - Instituto Brasileiro de Geografia e Estatística. https://brasilemsintese.ibge.gov.br/servicos.html
IBGE. (2020). Produto Interno Bruto - PIB. https://www.ibge.gov.br/explica/pib.php
Idrissi, N., & Zellou, A. (2020). A systematic literature review of sparsity issues in recommender systems. Social Network Analysis and Mining, 10(1). https://doi.org/10.1007/s13278-020-0626-2
Jacob, A., Moullec, G., Lavoie, K. L., Laurin, C., Cowan, T., Tisshaw, C., Kazazian, C., Raddatz, C., & Bacon, S. L. (2018). Supplemental Material for Impact of Cognitive-Behavioral Interventions on Weight Loss and Psychological Outcomes: A Meta-Analysis. Health Psychology, 37(5), 417–432. https://doi.org/10.1037/hea0000576.supp
Johari, R., & Zainab, A. N. (2007). Identifying what services need to be improved by measuring the library’s performance. Malaysian Journal of Library and Information Science, 12(1), 35–53.
Kotler, P. (1988). Administração e Marketing (5th ed.). Altas.
Law, D. C. s. (2013). Initial assessment of two questionnaires for measuring service quality in the Hong Kong post-secondary education context. Quality Assurance in Education, 21(3), 231–246. https://doi.org/10.1108/QAE-Sep-2012-0034
Ludke, M., & André, M. (1986). Pesquisa em educação: abordagens qualitativas. Editora Pedagógica e Universitária.
Mahmoud, A. B., & Khalifa, B. (2015). A confirmatory factor analysis for SERVPERF instrument based on a sample of students from Syrian universities. Education and Training, 57(3), 343–359. https://doi.org/10.1108/ET-04-2014-0038
Mandal, K., & Gupta, H. (2019). Gap versus performance based measure of pharmaceutical education service quality: An empirical comparison. Indian Journal of Pharmaceutical Education and Research, 53(3), 421–434. https://doi.org/10.5530/ijper.53.3.75
Manzato, A. J., & Santos, A. B. (2012). A Elaboração de Questionários na Pesquisa Quantitativa. Departamento de Ciência de Computação e Estatística – IBILCE – UNESP, 1–17. http://www3.ufpe.br/moinhojuridico/images/ppgd/8.5a questionario_elaboracao.pdf
Martin, S., & Grüb, B. (2020). Intensive WOM-behavior in the healthcare sector – the case of an Austrian hospital’s Facebook site. International Review on Public and Nonprofit Marketing, 17(3), 331–352. https://doi.org/10.1007/s12208-020-00250-7
Miguel, P. A. C., Fleury, A., Mello, C. H. P., Nakano, D. N., Lima, E. P. de L., Turrioni, J. B., Ho, L. L., Morabito, R., Martins, R. A., Sousa, R., Costa, S. E. G., & Pureza, V. (2012). Metodologia de Pesquisa em Engenharia de Produção e Gestão de Operações (2nd ed.). Elsevier Editora Ltda.
Ministério da Economia. (2018). Governo Federal Divulga Pesquisa Inédita Sobre Qualidade Dos Serviços Públicos. http://www.planejamento.gov.br/noticias/governo-federal-divulga-pesquisa-inedita-sobre-qualidade-dos-servicos-publicos
Mohan, R., Rai, R. S., & Banerjee, S. P. (2019). Service quality and its role in upselling/cross-selling. International Journal of Innovative Technology and Exploring Engineering, 9(1), 1502–1509. https://doi.org/10.35940/ijitee.A4330.119119
Moher, D., Liberati, A., Tetzlaff, J., & Altman, D. G. (2009). Preferred reporting items for systematic reviews and meta-analyses: The PRISMA statement. PLos Medicine, 6(7), e1000097. https://doi.org/10.1371/ journal.pmed.1000097
Mwiya, B., Siachinji, B., Bwalya, J., Sikombe, S., Chawala, M., Chanda, H., Kayekesi, M., Sakala, E., Muyenga, A., & Kaulungombe, B. (2019). Are there study mode differences in perceptions of university education service quality? Evidence from Zambia. Cogent Business and Management, 6(1), 1–19. https://doi.org/10.1080/23311975.2019.1579414
Nejati, M., & Nejati, M. (2008). Service quality at University of Tehran Central Library. Library Management, 29(6–7), 571–582. https://doi.org/10.1108/01435120810894563
Omodero, C. O., & Nwangwa, K. C. K. (2020). Higher education and economic growth of Nigeria: Evidence from co-integration and granger causality examination. International Journal of Higher Education, 9(3), 173–182. https://doi.org/10.5430/ijhe.v9n3p173
Pacheco, D. A. de J., Caten, C. S. ten, Jung, C. F., Navas, H. V. G., Cruz-Machado, V. A., & Tonetto, L. M. (2019). State of the art on the role of the Theory of Inventive Problem Solving in Sustainable Product-Service Systems: Past, Present, and Future. Journal of Cleaner Production, 212, 489–504. https://doi.org/10.1016/j.jclepro.2018.11.289
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41. https://doi.org/10.2307/1251430
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40. https://doi.org/10.1016/S0148-2963(99)00084-3
Rashidi, K., Noorizadeh, A., Kannan, D., & Cullinane, K. (2020). Applying the triple bottom line in sustainable supplier selection: A meta-review of the state-of-the-art. Journal of Cleaner Production, 269, 122001. https://doi.org/10.1016/j.jclepro.2020.122001
Rim, H., Lee, Y. A., & Yoo, S. (2020). Polarized public opinion responding to corporate social advocacy: Social network analysis of boycotters and advocators. Public Relations Review, 46(2). https://doi.org/10.1016/j.pubrev.2019.101869
Rodrigues, L. L. R., Barkur, G., Varambally, K. V. M., & Motlagh, F. G. (2011). Comparison of SERVQUAL and SERVPERF metrics: An empirical study. TQM Journal, 23(6), 629–643. https://doi.org/10.1108/17542731111175248
Romani, A., & Quintino, L. (2019). Setor de serviços sustenta o crescimento do PIB de 2018. https://veja.abril.com.br/economia/setor-de-servicos-sustenta-o-crescimento-do-pib-de-2018/
Shankar, A., Datta, B., & Jebarajakirthy, C. (2019). Are the Generic Scales Enough to Measure Service Quality of Mobile Banking? A Comparative Analysis of Generic Service Quality Measurement Scales to Mobile Banking Context. Services Marketing Quarterly, 40(3), 224–244. https://doi.org/10.1080/15332969.2019.1630176
Shurair, A. S. A., & Pokharel, S. (2019). Stakeholder’s perception of service quality: a case in Qatar. Quality Assurance in Education, 27(4), 493–510. https://doi.org/10.1108/QAE-05-2017-0023
Sihag, N., & Sangwan, K. S. (2020). A systematic literature review on machine tool energy consumption. Journal of Cleaner Production, 275. https://doi.org/10.1016/j.jclepro.2020.123125
Sirbu, C. (2015). Critical Analysis of Higher Education Structure, Financial Policies, Revenue Sources and Expenditures. Study Case: Romania. SSRN Electronic Journal, May. https://doi.org/10.2139/ssrn.2606230
Soni, S., & Govender, K. (2018). The relationship between service quality dimensions and brand equity: Higher education students’ perceptions. Journal of Management and Business Administration. Central Europe, 26(3), 71–87. https://doi.org/10.7206/jmba.ce.2450-7814.236
Stambulova, N. B., & Wylleman, P. (2019). Psychology of athletes’ dual careers: A state-of-the-art critical review of the European discourse. Psychology of Sport and Exercise, 42(November 2018), 74–88. https://doi.org/10.1016/j.psychsport.2018.11.013
Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a Methodology for Developing Evidence-Informed Management Knowledge by Means of Systematic Review*. British Journal of Management, 14, 207–222.
Traxler, A. A., Schrack, D., & Greiling, D. (2020). Sustainability reporting and management control – A systematic exploratory literature review. Journal of Cleaner Production, 276. https://doi.org/10.1016/j.jclepro.2020.122725
Tukker, A. (2004). Eight types of product-service system: eight ways to sustainability? Business Strategy and the Environment, 260, 246–260.
Voss, C., Tsikriktsis, N., & Frohlich, M. (2002). Case research in operations management. International Journal of Operations & Production Management, 22(2), 195–219. https://doi.org/10.1108/01443570210414329
Wainer, J. (2007). Métodos de pesquisa quantitativa e qualitativa para a Ciência da Computação. Atualização Em Informática, September, 1–42. http://www.pucrs.br/famat/viali/educem/material/textos/Pesquisa.pdf
Yin, R. K. (2001). Estudo de caso: planejamentos e métodos (2nd ed.). Bookman.
Yin, R. K. (2017). Case study research and applications: design and methods (Sixth edit). Sage publications.
Yu, M., & Hyun, S. S. (2019). The impact of foreign flight attendants’ service quality on behavioral intention toward their home country-applied SERVPERF model. Sustainability (Switzerland), 11(15). https://doi.org/10.3390/su11154136
Zainuddin, N., & Gordon, R. (2020). Value creation and destruction in social marketing services: a review and research agenda. Journal of Services Marketing, 34(3), 347–361. https://doi.org/10.1108/JSM-01-2019-0046
DOI: http://dx.doi.org/10.12819/2021.18.1.12
Enlaces refback
- No hay ningún enlace refback.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-SinObraDerivada 4.0 Internacional.
Atribuição (BY): Os licenciados têm o direito de copiar, distribuir, exibir e executar a obra e fazer trabalhos derivados dela, conquanto que deem créditos devidos ao autor ou licenciador, na maneira especificada por estes.
Não Comercial (NC): Os licenciados podem copiar, distribuir, exibir e executar a obra e fazer trabalhos derivados dela, desde que sejam para fins não-comerciais
Sem Derivações (ND): Os licenciados podem copiar, distribuir, exibir e executar apenas cópias exatas da obra, não podendo criar derivações da mesma.
ISSN 1806-6356 (Impresso) e 2317-2983 (Eletrônico)