A gap analysis on an English language school operating in Malta, comparing customer expectations against customer perception

Abstract

This research study was a case study on company X, an English language school located in Malta. The study set out to perform a gap analysis on the company by measuring customer expectations against customer perceptions using the SERVQUAL model. This was achieved through quantitative data collection and analysis by distributing a questionnaire to 1354 customers of the school, with 101 customers responding, a response rate of 7.46%, as well as through qualitative data collection and analysis by conducting 2 focus groups. The sampling method used was simple random sampling. The analysis revealed that customers were marginally unsatisfied with the services offered by the school. Whereas customer expectations are being met and exceeded in the empathy and tangibles dimensions respectively, there are gaps in reliability, responsiveness and assurance. The researcher was also able to identify the main areas where customers wish to see improvements made. These results suggest that even though the school provides high quality services, there is still room for improvement in order to meet customer expectations. The study provides seven feasible recommendations on how to increase the service quality provided by company X. These include managing customer expectations and improving a number of different services offered by the school. The school must ensure that services offered are up to standard in order to meet customers’ expectations. Taking these recommendations on board could help increase customer satisfaction.