EVALUATION OF IN-PERSON SERVICE QUALITY IN PRIVATE HIGHER EDUCATION INSTITUTIONS IN BRAZIL

AN ANALYSIS BASED ON THE SERVQUAL MODEL

Abstract

This study analyzes the quality of in-person service in private higher education institutions in Brazil, based on the SERVQUAL model, which evaluates five dimensions: tangibility, reliability, responsiveness, assurance, and empathy. The research was conducted between 2021 and 2022 in 55 institutions belonging to a national educational group, with the participation of 9,318 students. Using a mixed-methods approach, quantitative (Likert scale and descriptive statistical analysis) and qualitative (content analysis) data were collected through electronic questionnaires. The results indicate overall positive student satisfaction (average of 4.2 on a scale from 1 to 5), but with significant regional differences. Institutions in the Southeast region received the highest satisfaction scores, mainly due to better infrastructure and better-trained service staff. In contrast, the North and Northeast regions showed lower satisfaction levels, especially in the dimensions of tangibility and responsiveness, reflecting structural deficiencies and limited staff training. The empathy dimension received the lowest average scores, particularly in emotionally or administratively complex situations. The findings highlight the need for targeted investments in infrastructure, technical training, and the development of interpersonal skills among service staff, with strategies adapted to the specific characteristics of each region. The study also emphasizes the importance of Customer Relationship Management (CRM) as a strategic tool for student retention and continuous service improvement. It is recommended that institutions adopt a personalized and regionally adapted approach to service management, supported by continuous training programs and well-integrated CRM strategies. Despite limitations such as the sample being restricted to a single educational group this research provides valuable insights for improving service quality in higher education institutions. By focusing on critical areas such as responsiveness, tangibility, and empathy, and adopting a regionally differentiated strategy, institutions can enhance perceived service quality and promote student loyalty in the competitive Brazilian higher education landscape.