Increasing service quality at a university: a continuous improvement project

Aleu, F. G.; Gutierrez, Emag Garza-Reyes J. A.; Villegas, J. B. G.; Hernandez, J. V.

Purpose The purpose of this paper is to evaluate a continuous improvement project (CIP) at a Mexican university designed to increase engineering graduate student loyalty. Design/methodology/approach A plan-do-check-act problem-solving methodology was implemented, and a SERVQUAL survey was conducted on 67 master's engineering students. Findings Five factors were found to affect student loyalty: facility cleanliness;faculty teaching skills;evening student services;master's degree student management roles at work;and master's degree students' ages. After the implementation of the improvement and control actions, there was a 7.7% increase in the engineering master's degree students' loyalty scores. Research limitations/implications However, there were several research limitations: data availability (such as student loyalty, student satisfaction and a small master's degree student population size) and factors outside the CIP's scope (such as the country's economic situation, university rankings, master's programme accreditations and COVID-19). Practical implications The findings from this research study could be used by other higher education institutions (HEIs)to improve student loyalty and as a reference when conducting similar studies in other service organisations such as hospitals and hotels. Originality/value This research work took a different approach in assessing student satisfaction and student loyalty in a HEI by using the SERVQUAL survey as the data collection instrument for conducting CIP.