Determinants of Perceived Service Quality: An Empirical Study

Exploratory research of Parasuraman, Zeithaml, and Berry (1985) has shown ten variables to measure the service quality; on the other hand, Country of Origin and Price plays a catalytic role to form perceptions of quality (Erickson, Johansson, and Paul 1984; Johansson, Dauglas, and Nonaka 1985) and (Dodds, Monroe and Grewal 1991; Swan 1974;Wheatley and Chiu 1977;Zeithaml 1988 and Chowdhury 2003) respectively. The main objective of this paper was to examine these twelve dimensions of service quality in the service organizations of Bangladesh. For this, a sample of sixty students from fifteen private universities had been selected. A total of fifty-two items under twelve dimensions had been enclosed in the questionnaire. Each question had been set against seven-point scale following the suggestions of Lee (1994). After a thorough analysis, a total of thirty-one items have been developed under Reliability, Responsiveness, Competence, Access, Courtesy, Communication, Credibility, Security, Understanding, Tangibles. and Country Image dimensions through coefficient alpha value and factor test. This study can contribute to innovate. maintain. and measure the service quality factors in private universities service organizations) of Bangladesh in order to grow and enrich thisservice industry.