The purpose of this paper is to investigate and report students’ perception of service quality in a university by examining the perceptual context of service quality with respect to students’ loyalty behavior, image of the university and culture/values.,A research framework is developed for quality assessment with three hypotheses. A questionnaire with 65 instruments was used for gathering the required data for the analysis. The questionnaire was sent through email to all engineering students. The analysis included descriptive statistics, reliability analysis, gap analysis and hypotheses tests. Seven dimensions of service quality were identified: the original dimensions of the SERVQUAL, namely, reliability, responsiveness, assurance, empathy and tangibles. Two additional dimensions image and culture/value were added for the research to understand perceived service quality and loyalty.,The results provide a significant positive correlation between service quality and student's loyalty. It also shows that there is statistically significant relation between the image of the institution and the perceived service quality, and culture/values of the students in the institution and perceived service quality.,This study used data collected from a survey in the university in a given period.,The findings indicate that to provide quality education, meeting students’ needs, wants and expectations of services quality should be carefully understood and addressed. Management also needs to consider factors such as corporate image and culture/value, as they have the ability to heavily impact the type of services provided by the institution.,The findings presented in this paper fill the gap in the current literature by providing empirical knowledge on the quality of service assessment and customer satisfaction in the higher education context. The study is the first of its kind in Qatar’s context and provides opportunities for higher institutions to focus more on current students’ services. This can lead to an increased brand value representing one of the premier institutes of higher education in the Middle East Gulf Region.

中文翻译：

---

利益相关者对服务质量的看法：以卡塔尔为例

本文的目的是通过研究服务质量在学生忠诚度行为，大学形象和文化/价值观方面的感知背景，来调查和报告学生对大学服务质量的看法。三个假设进行质量评估。使用包含65种工具的调查表收集了分析所需的数据。问卷通过电子邮件发送给所有工程专业的学生。分析包括描述性统计，可靠性分析，差距分析和假设检验。确定了服务质量的七个维度：SERVQUAL的原始维度，即可靠性，响应能力，保证，同情和有形。研究还增加了两个维度的图像和文化/价值，以了解感知的服务质量和忠诚度。结果提供了服务质量与学生忠诚度之间的显着正相关。它还表明，机构的形象与感知的服务质量，机构中学生的文化/价值观和感知的服务质量之间存在统计学上的显着关系。在一定时期内，研究结果表明，应认真理解和解决提供优质教育，满足学生需求，需求和期望的服务质量的问题。管理层还需要考虑各种因素，例如公司形象和文化/价值，由于它们有能力严重影响机构提供的服务类型。因此，本文提供的研究结果通过提供有关高等教育背景下服务质量评估和客户满意度的经验知识，填补了当前文献中的空白。该研究是卡塔尔语境下的同类研究中的第一例，它为高等院校提供了更多机会专注于当前学生的服务。这可以提高品牌价值，代表中东海湾地区顶尖的高等教育机构之一。该研究是卡塔尔语境下的同类研究中的第一例，它为高等院校提供了更多机会专注于当前学生的服务。这可以提高品牌价值，代表中东海湾地区顶尖的高等教育机构之一。该研究是卡塔尔语境下的同类研究中的第一例，它为高等院校提供了更多机会专注于当前学生的服务。这可以提高品牌价值，代表中东海湾地区顶尖的高等教育机构之一。