Application of modern methods of service quality assessment for diagnostics of higher education institution corporate culture

Keywords: educational services, corporate culture, higher education institution, service quality, quality diagnostics.


The sphere of education is one of the domestic economy development drivers. Its development is impossible without the formation of a stable and adaptive organizational culture of educational institutions. To form the corporate culture of a higher education institution, a necessary step is to diagnose its current state. The purpose of this study is to adapt the modern SERVQUAL method of assessing the service quality to diagnose the state of higher education institution corporate culture. Methodology: In the study the student’s expectations and their perception of the received educational service quality according to the indicators of the adapted SERVQUAL method. The application of the SERVQUAL method to diagnose the level of higher education institution corporate culture has revealed existing problems and appropriate areas for improvement. The research findings show that among the main problems are the lack of free and quality access to Wi-Fi at the university; provision of bases of practices and insufficient level of cooperation with potential employers to provide opportunities for further employment after graduation; understanding of the problems and difficulties faced by students during their studies by the teaching staff. As measures to help improve the higher education institution corporate culture, it has been proposed: to hold various competitions between departments, teachers and students; organization of joint cultural and educational events for students and teachers of the faculty; development of programs of financial stimulation of scientific and creative activity of students.

JEL Classification: M14, L15, I25.

Author Biographies

Olha Holovan, Zaporizhzhia National University, Ukraine

PhD, Associate Professor at the Department of Business Administration and International Management

Oleksandr Oliynyk, Zaporizhzhia National University, Ukraine

PhD, Associate Professor at the Department of Business Administration and International Management

Svitlana Markova, Zaporizhzhia National University, Ukraine

PhD, Associate Professor at the Department of Business Administration and International Management


Bazyliuk, A.V. and Khomenko, I.O. (2013), “SERVQUAL method of evaluating the quality of passengers’ transportation service in the city”, Project management, systems analysis and logistics. Technical series, vol. 12, pp. 219-230. Available at: (Accessed 11 January 2021), (in Ukrainian).

Blokhina, I. O. (2012), “Professional training of specialists in the management of educational institutions as a psychological and pedagogical problem”, Visnyk Chernihivs'koho natsional'noho pedahohichnoho universytetu imeni T. H. Shevchenka. Pedahohichni nauky, 1(104), pp. 24-27, (in Ukrainian).

Cameron, K. S. and Quinn, R. E. (2011), Diagnosing and Changing Organizational Culture: Based on the Competing Values Framework, 3rd Edition, Jossey-Bass, San Francisco, USA.

Dem'ianenko, Yu. V. (2011), “The model estimates level of social capital of service enterprises”, Visnyk Zaporiz'koho natsional'noho universytetu. Ekonomichni nauky, vol. 9. pp. 102-108. Available at: (Accessed 11 January 2021), (in Ukrainian).

Hnezdilova, K. M. (2013), Korporatyvna kul'tura vykladacha vyschoi shkoly [Corporate culture high school output], ChNU imeni Bohdana Khmel'nyts'koho, Cherkasy, Ukraine, (in Ukrainian).

Holovan', O. O., Olijnyk, O. M., Markova, S. V. and Korniienko, A. I. (2016), “Adaptation of the mechanism of customer loyalty assessment in the context of ensuring the market position of the enterprise”. Naukovi pratsi Natsional'noho universytetu kharchovykh tekhnolohij, 22(5), pp. 76-84. Available at: (Accessed 11 January 2021), (in Ukrainian).

Karamushka, L. M. (2004), Psykholohiia osvitn'oho menedzhmentu [Psychology of educational management], Lybid', Kyiv, Ukraine, (in Ukrainian).

Karamushka, L. M. and Ischuk, O. V. (2015), Psykholohiia orhanizatsijnoi kul'tury vyschoho navchal'noho zakladu (u konteksti stanovlennia profesijnoi identychnosti studentiv) [Psychology of organizational culture of higher education (in the context of the formation of professional identity of students)], Kruhozir, Kyiv, Zaporizhzhia, Ukraine, (in Ukrainian).

Kojcheva, T. I. (2014), “Experimental Study of the Assessment of Organizational Culture of Pedagogical University by Doctors in Philosophy”, Academic Bulletin of Donbas, 1(25). Available at: (Accessed 11 January 2021), (in Ukrainian).

Kostrubs'ka, A.F. and Koval'chuk, V. S. (2014), “Marketing assessment of the quality of banking services based on the SERVQUAL methodology”, Visnyk Khmel'nyts'koho natsional'noho universytetu. Ekonomichni nauky, 5(2), pp. 76-78. Available at: 29__19.pdf (Accessed 11 January 2021), (in Ukrainian).

Kubko, V. (2014), “Model of formation of corporate culture of a modern higher educational institution of Ukraine”, Visnyk Knyzhkovoi palaty, vol. 8, pp. 40-43, (in Ukrainian).

Lohua, R. A. (2012), “Improving the methodology for assessing customer satisfactionn”, Vestnyk Samarskoho hosudarstvennoho unyversyteta, vol. 1, pp. 224-227, (in Russian).

Nakonechna, N. V. (2020), “Analysis of the results of the study of the psychological conditions for the development of corporate culture of a private higher education institution”, Pravnychyj visnyk Universytetu «KROK», Issue 34. pp. 114-124, (in Ukrainian).

Novatorov, V.E. and Novytskaia, V.D. (2012), “Modification and empirical verification of the SERVQUAL service quality measurement methodology as applied to banking services”, Marketynh v sfere fynansovykh y strakhovykh usluh, vol. 1, pp. 22-32, (in Russian).

Okhota, V. I. and Brych, V. Ya. (2020), “Quality indices of the services (products) of the tourist industry (methodical and empirical aspect)”, Ekonomika ta derzhava, vol.4, pp. 68-73. DOI: 10.32702/2306-6806.2020.4.68 (in Ukrainian).

Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985), “A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing, 49(4), p.41. Available at:

Stadnik, V.H. (2015), “Using Servqual method for assessing the quality of transport-forwarding company”, Naukovyj visnyk Khersons'koho derzhavnoho universytetu, 12(3), pp. 79-83, (in Ukrainian).

Toporova, P. K. (2015), “Application of the SERVQUAL methodology in relation to banking services (on the example of the West Ural Bank of Sberbank of Russia)”. Available at: (Accessed 11 January 2021), (in Russian).

Yvashkova, N.Y. (2012), “Expanding the analytical capabilities of the service quality assessment methodology SERVQUAL”, Bulletin of the Plekhanov Russian University of Economics, vol.8, pp.80-87. Available at: (Accessed 11 January 2021), (in Russian).

Zavats'ka, N. Ye. and Mitichkina, O. O. (2013) Upravlins'kyj protses ta formuvannia orhanizatsijnoi kul'tury u vyschij shkoli: sotsial'no-psykholohichnyj aspekt [Management process and the formation of organizational culture in higher education: socio-psychological aspect], Knowledge, Luhansk, Ukraine, (in Ukrainian).
How to Cite
Holovan, O., Oliynyk, O. and Markova, S. (2021) “Application of modern methods of service quality assessment for diagnostics of higher education institution corporate culture”, Management and Entrepreneurship: Trends of Development, 1(15), pp. 65-79. doi: