Service Industry Marketing: Annotated Bibliography on Service Quality

This annotated bibliography, prepared for the Service Industry Marketing (MRKT20054) unit at Melbourne Campus, Term 1, 2019, presents a detailed analysis of five research studies published between 2014 and 2019, focusing on service quality in higher education. The assignment, submitted by a student, includes an introduction, five annotated bibliographies, and a conclusion. Each annotated bibliography summarizes the study's objectives, methodology, findings, strengths, and weaknesses, providing a critical evaluation of the research. The studies explore various aspects of service quality, including the development of hierarchical models, the impact of interactive quality, identification of gaps, importance-performance analysis, and empirical evidence from different regions. The conclusion synthesizes the key themes and insights from the reviewed literature, emphasizing the multifaceted nature of service quality and its impact on student satisfaction and university branding. The bibliography also includes a comprehensive reference list of all the sources used in the assignment.

Running head: ANNOTATED BIBLIOGRAPHY
Annotated bibliography
Name of the student
Name of university
Author note

1ANNOTATED BIBLIOGRAPHY
Table of Contents
Introduction...........................................................................................................................................2
Annotated bibliography 1......................................................................................................................2
Teeroovengadum, Viraiyan, Kamalanabhan, T. J., and Seebaluck, Ashley Keshwar. "Measuring
Service Quality in Higher Education: Development of a Hierarchical Model (HESQUAL)." Quality
Assurance in Education: An International Perspective 24.2 (2016): 244-58. Web.............................2
Annotated bibliography 2......................................................................................................................3
Silva, Danilo Soares, De Morales, Gustavo Hermínio Salati Marcondes, Makiya, Ieda Kanashiro, and
Cesar, Francisco Ignácio Giocondo. "Measurement of Perceived Service Quality in Higher
Education Institutions: A Review of HEdPERF Scale Use." Quality Assurance in Education: An
International Perspective 25.4 (2017): 415-39. Web.........................................................................3
Annotated bibliography 3......................................................................................................................4
Saleem, Muhammad, Hussain Abid, and Ahmad Saghir. "Identification of Gaps in Service Quality in
Higher Education." Bulletin of Education and Research 39.2 (2017): Bulletin of Education and
Research, Dec 2017, Vol.39(2). Web.................................................................................................4
Annotated bibliography 4......................................................................................................................5
Lakkoju, Srinivas. "Importance-performance Analysis of Service Quality in Higher Education: A
Case Study." Indian Journal of Industrial Relations 52.1 (2016): 144. Web.......................................5
Annotated bibliography 5......................................................................................................................6
Chanaka Ushantha, R. A., and P. A. P. Samantha Kumara. "A Quest for Service Quality in Higher
Education: Empirical Evidence from Sri Lanka." Services Marketing Quarterly 37.2 (2016): 98-108.
Web...................................................................................................................................................6
Conclusion.............................................................................................................................................7
Reference..............................................................................................................................................8

2ANNOTATED BIBLIOGRAPHY
Introduction
At the age of high competitiveness, the impact of service quality has been one of the
parameters of gaining advantages (Ali et al., 2016). The issue of service quality within the
context of service management has been able to highlight the effectiveness of the educational
plans and plans for improvement (Ruben, 2018). This has also been able to identify the
impact of student satisfaction and their correlation with that of the service quality.
Annotated bibliography 1
Teeroovengadum, Viraiyan, Kamalanabhan, T. J., and Seebaluck, Ashley
Keshwar. "Measuring Service Quality in Higher Education: Development of
a Hierarchical Model (HESQUAL)." Quality Assurance in Education: An
International Perspective 24.2 (2016): 244-58. Web.
This paper aims to analyse the issue of service quality in higher education. This study
is based on the understanding of the service quality through the lens of the empirically tested
hierarchical model. As argued by the author, this paper has focused on the five different
layers of service quality management namely: the administrative quality, core educational
quality, physical environmental quality, support facilities quality and the transformative
quality. This paper also analysed the extent of service quality in higher education within the
context of one of the developing countries of the world: Mauritius. This paper analysed the
technical and functional aspect of the service quality in higher education with special
consideration of the case study of Mauritius.
One of the strengths of the article is the diverse array of research conducted, this paper made
holistic effort of understanding the issues by collecting the primary and secondary sources of
data. The primary collection of data is based on the surveys conducted in 207 students. This
paper undertakes the Cronbach’s alpha test in order to derive the empirical data on the chosen
topic.. For the consideration of the literature review, this paper undertook the collection of

3ANNOTATED BIBLIOGRAPHY
secondary data from the peer-reviewed journal articles and books. Hence it should be argued
that this has successfully developed a sound foundation and new findings in the issues by
undertaking the qualitative research method. However it is not to deny that there are certain
inherent limitations of the paper, this is to be noted that this paper fails to analyse the other
aspects of service quality management in higher education since the central argument has
been development of the hierarchical model. This also fails to argue the issue of international
perspectives on the issue as it has primarily focused on the case study of Mauritius and fails
to provide the alternative picture of the developed nations of the world. Hence it is to be
argued that the paper requires further analysis in terms of better exploration on the issues
form the point of view of a comparison between the develop and developing nations of the
world in order to derive a balanced view on the issue.
Annotated bibliography 2
Silva, Danilo Soares, De Morales, Gustavo Hermínio Salati Marcondes,
Makiya, Ieda Kanashiro, and Cesar, Francisco Ignácio Giocondo.
"Measurement of Perceived Service Quality in Higher Education
Institutions: A Review of HEdPERF Scale Use." Quality Assurance in
Education: An International Perspective 25.4 (2017): 415-39. Web.
The aim of the author has been to understand the role of interactive quality of the
educational services with special reference to the higher education. This study is based on the
case study of Nigeria and it has undertaken a detailed study of the education marketing and
interactive quality management. The central argument of the author has been the impact of
group discussion, examination and assignment as methods of social relationship and
interaction in order to develop the process of service quality in higher education. This study
has highlighted the issue from the perspective of the alumni of one of the chosen
organizations based in Nigeria. The strength of the article has been its unique approach to the
issues which has successfully provided an alternative understanding on the issue; however it
has not been able to provide a substantive data on the issue other than the insights drawn

4ANNOTATED BIBLIOGRAPHY
from the interviews of the alumni. This restricts the scope of the research since the
knowledge derived of the research is limited in scope. One of the weaknesses of this research
paper has been the parochial attitude if treating the subject with the narrow lens. This has
only focused on the issues of interactive method of study and their limitations; it has not
highlighted the other aspects of higher education. This paper also fails to analyse the
importance of the secondary research that would have provided it a solid foundation, this also
fails to understand the issue of service quality form the point of the development nations and
it has focused in one of the underdeveloped higher education sector that do not provide us
the necessary understanding of the issue.
Annotated bibliography 3
Saleem, Muhammad, Hussain Abid, and Ahmad Saghir. "Identification of
Gaps in Service Quality in Higher Education." Bulletin of Education and
Research 39.2 (2017): Bulletin of Education and Research, Dec 2017,
Vol.39(2). Web.
According to Arambewela et al., (2016) the fundamental ingredients of any service
are quality and sustainability. Similarly, in regard to the management of service quality in
higher education, it has been observed that students and the stakeholders are the two
parameters in the higher education sector that determines theory their assessment the level of
quality. The central argument of the author has been the quality of service based on the
delivery of service. This study is supportive of the viewpoint of the students, the vice
chancellors, HOD’s and the HR manager in order to provide the different perspective on the
issue. This study is also based on the calculation of test taken under the Chronbach’s test. The
study undertakes the qualitative research method and it is primarily based on the interview of
the sample size, in terms of the sample size, it is comparatively smaller in comparison to the
rest of the study. This study also lacks the secondary research and the conclusion and broadly
derived from the primary data collected. However it is not to deny that the study focuses on

5ANNOTATED BIBLIOGRAPHY
the importance of the stakeholders and the students who constitute the key aspects of the
educational sector and the answer derived are the strength of the article. The article is based
on the study of the service quality in higher education in order to find out the gap in the
service quality which one of the most significant aspects of today’s education system. This
study made a thorough assessment of the different aspect of students and the stakeholders
however it does not consider the importance of the other factors in service quality. Hence it’s
limited in nature and leaves scope for further research in the field.
Annotated bibliography 4
Lakkoju, Srinivas. "Importance-performance Analysis of Service Quality in
Higher Education: A Case Study." Indian Journal of Industrial Relations 52.1
(2016): 144. Web.
The aim of the paper has been analysing the aspects of service quality management
within the context of management studies. This study is based on the knowledge gathered
from the quality of lectures, the seminars conducted and experiences if the academic staff in
career services within the context of the management education. The purpose of this study
has been to find out the issue of service quality within the specific context of management
field. The strength of this study has been the choice of the subject field, management; this has
been one of the grey areas of research. The methodology of the research has been dealing
with the qualitative part of the analysis and the primary data has been collected from number
of seminars and lectures which fails to suffice the broad aspects of the topic. In addition to
this, it lacks the secondary research foundation. Hence it is to be argued that lectures and
seminars are not sufficient to drive the required data for the study. There scope of the study is
broad in nature since the field chosen is management. However it is not to deny this study
focuses on the issues of gaps in the existing structured and the result explains that there is a
need to develop and explore in the aspects of career services. This can be substantiated by the

6ANNOTATED BIBLIOGRAPHY
process of developing a strong student feedback system. However what is striking in this
study is the result that is found between the interviews which portrays a contradictory of the
same on the issue of quality service in the field of higher education.
Annotated bibliography 5
Chanaka Ushantha, R. A., and P. A. P. Samantha Kumara. "A Quest for Service
Quality in Higher Education: Empirical Evidence from Sri Lanka." Services
Marketing Quarterly 37.2 (2016): 98-108. Web.
This study is based on the issues of service quality in higher education
within the context of Sri Lanka. The central arguments of the author have been
identifying the issues from the perspective of the students. This study has been
conducted through the quantitative method of analysis and it has undertaken the
survey questionnaire of randomly chosen 250 students. The result derived from
the collection of primary data which mentions that the impact of non-academic
dimensions are the one significant aspects of service quality management in
higher education even though it deals with the issues with non academic
perspectives in service quality management, it hardly discusses the other aspects
of service quality. Moreover, the data is not based on secondary research in
order to ponder on the holistic understanding of the issue. Another weakness of
the study is the centrality of the Sri Lankan case study which provides only
partial view of the issue. This paper requires further analysis on the issues of
service quality since it has left many stones unturned in areas of service quality.

7ANNOTATED BIBLIOGRAPHY
Conclusion
This paper presented analysis on the issue of service quality in higher
education. It has been observed from the above discussion that the issue of
service quality in higher education is a all comprehensive approach which has
number of stakeholders and contributors and it is essential to portray a holistic
understanding of the same in order to drive any plausible understanding.

8ANNOTATED BIBLIOGRAPHY
Reference
Ali, F., Zhou, Y., Hussain, K., Nair, P. K., & Ragavan, N. A. (2016). Does higher education
service quality effect student satisfaction, image and loyalty? A study of international
students in Malaysian public universities. Quality Assurance in Education, 24(1), 70-
94.
Chanaka Ushantha, R. A., and P. A. P. Samantha Kumara. "A Quest for Service Quality in
Higher Education: Empirical Evidence from Sri Lanka." Services Marketing
Quarterly 37.2 (2016): 98-108. Web.
Lakkoju, Srinivas. "Importance-performance Analysis of Service Quality in Higher
Education: A Case Study." Indian Journal of Industrial Relations 52.1 (2016): 144.
Web.
Ruben, B. D. (2018). Quality in higher education. Routledge.
Saleem, Muhammad, Hussain Abid, and Ahmad Saghir. "Identification of Gaps in Service
Quality in Higher Education." Bulletin of Education and Research 39.2 (2017):
Bulletin of Education and Research, Dec 2017, Vol.39(2). Web.
Silva, Danilo Soares, De Morales, Gustavo Hermínio Salati Marcondes, Makiya, Ieda
Kanashiro, and Cesar, Francisco Ignácio Giocondo. "Measurement of Perceived
Service Quality in Higher Education Institutions: A Review of HEdPERF Scale
Use." Quality Assurance in Education: An International Perspective 25.4 (2017):
415-39. Web.

9ANNOTATED BIBLIOGRAPHY
Teeroovengadum, Viraiyan, Kamalanabhan, T. J., and Seebaluck, Ashley Keshwar.
"Measuring Service Quality in Higher Education: Development of a Hierarchical
Model (HESQUAL)." Quality Assurance in Education: An International
Perspective 24.2 (2016): 244-58. Web.