Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


A Study on Senior Secondary Schools In India using Eduqual Variables

Author(s): Sonali P. Banerjee, Deepak Jain, Sunetra Saha and Anshu Yadav

Many years after the industrial revolution, the trend in the market started to focus more on the consumers. The needs of the consumers were the primary focus for the institutions which resulted in people inventing new models to better understand the consumer. One of these models was SERVQual model which measures the expectation and the perception gap in the service and recommends which area needs improvement. As time went by, this model evolved and was modified to understand the needs of different services. One such model is known as EDUQual model. These are some variables which is used to measure the perception and expectation of students from educational Institution. This model has been used by many researchers in different countries to better understand the performance of educational institutions. Many of them has been conducted in India as well but none of them has been conducted on senior secondary schools since most of the study has been focusing on institutions who provide undergraduate and postgraduate courses. This study has been conducted to understand the perception of senior secondary schools in India and how can one make improvements in it. It concludes that the difference between the expectation and the perception of the service is high and the satisfaction is correlated to many factors like infrastructure and responsiveness which challenges the conventional idea that the satisfaction is only related with academics.

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