| Summary: | Services play an increasingly important role of our society. The difference between an expected and perceived service quality is essential when it comes to evaluating the given service, and provides a basis for the idea of continuous improvements. The aim of this study is therefore to more closely understand the gaps that might arise between expected and perceived service quality, at a Swedish university. The insights generated from this study can then be used as a basis for evaluating new standardized quality. To reach this aim, two research questions have been developed: RQ 1: What gaps can be identified between expected and perceived quality, at a Swedish university? RQ 2: How can the insights from previous studies be used as a mean of reducing the identified gaps between expected and perceived quality? The report uses SERVQUAL as a method of evaluating the service quality at a university in Sweden. More specifically, 85 respondents from Luleå University of Technology within MSc. in Business & Economics, BSs. in Business Administration & Economics, BSs. in Ecnomics & Business Administration, and BSc. in International Business Administration have been a part in the study to evaluate expected and perceived service quality, from which several fruitful insights have been made. For instance, many of the students’ desire to improve service quality is of a more formal character, not necessarily investment-driven. Such desires are more clear deadlines for when feedback are to be received, and more examples during the lectures derived from reality rather than theory. That being said, other desires were more extensive to its nature, such as a larger possibility to customize the education in regards to courses, and more computer programs for advanced analysis. It is important to consider the results presented in this report, and which efforts are necessary to leverage the service quality provided. One essential step is to deepen the discussion between both teachers and students, such as conducting focus ...
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