Comparison of Service Quality Gaps among Teachers and Students as Internal and External Customers

Rahim Mosahab, Osman Mahamad, T. Ramayah

Abstract


Using an internal marketing (IM) approach, this study aims to compare the quality gap of educational services
among students (service customers) and teachers (service providers) at the district 6 public high schools of
Tehran, Iran. In a cross-sectional study, the survey questionnaire was completed by two distinct groups of
respondents, 230 teachers and 384 students. Findings indicate that there is negative gap in each of the five
dimensions among both groups of teachers and students. Quality gaps from viewpoint of both groups were
negative. The largest mean quality gap from students and teachers viewpoint was in the responsiveness and
tangibility dimensions, respectively. The largest and smallest differences between students and teachers
viewpoint were in the responsiveness and tangibility dimensions. The findings show a need for implementation
of IM.

Full Text: PDF DOI: 10.5539/ijms.v2n2p13

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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