engleski

PERCEIVED SERVICE QUALITY MEASUREMENT IN TOURISM HIGHER EDUCATION: CASE STUDY OF CROATIA

Importance of service quality issues in higher education facing practitioners to identify and implement the most appropriate measurements tools in order to gain a better understanding of the quality issues that impact on students' experience. This paper starts with the background theory and the outlines the results of an exploratory study conducted on students at the Faculty of Tourism and Hospitality Management in Opatija (Croatia). The aims of the study are to: (1) provide a brief review of the existing tools for measuring students experience, (2) assess the students' perceptions of service quality in tourism higher education, (3) test the reliability of an modified SERVQUAL scale, (5) establish the number of dimensions of service quality in higher education. This study has contributed to knowledge about the service quality construct in tourism higher education in Croatia by refining and developing the SERVQUAL scale. The final section of the paper is devoted to developing and proposing new directions for future service quality measurement in tpurism higher education.

service quality; SERVQUAL; multivariate statistical analysis; higher education; Croatia

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