Educational Service Quality in Sweden : A perspective of students from the BRIC countries

Abstract: The induction of the tuition fee for higher education in Sweden for students arriving from outside the European Economic Area will affect Swedish universities and in particular Jönköping University considering its position on the educational market as one of the most international universities in Sweden. This, in combination with the BRIC countries’ expanding economies, has inspired the researchers to examine how these four countries experience the educational service quality offered by Jönköping University. With the new legislation of the introduction of the tuition fee, a major change affecting the Swedish educational system has taken place and it is therefore significant to examine the possible effects this might have. This research has used Jönköping University as a case, and the collection of data will be concentrated on international and exchange students attending the university. The reason behind the choice of Jönköping University is because of its strong international profile with many partner universities worldwide, which has resulted in a high rate of international and exchange students arriving to the university (Educations.com, 2011). Due to the nature of a service, the measurement tool of SERVQUAL has been used. Qualitative interviews were conducted to increase the reliability of the quantitative findings, where one student from each country was interviewed. In order to gain sufficient samples for the questionnaire, the researchers have used Geert Hofstede’s theory on cultural dimensions to compensate for the groups missing satisfactory population but also to examine whether students from the covered dimensions experience services differently. Due to the inability to measure the expectations of the students, the zone of tolerance was used in order to indirectly identify expectations of future students. The Total Perceived Quality model was used to demonstrate the connection between experience and expectation of a service in order facilitate the understanding of future expectations.  Descriptive- and factor analyses were used in combination with the zone of tolerance when examining the findings. The quantitative data imply that there is a gap in the educational service provided by Jönköping University and there were strong indications of the students being very satisfied with the educational quality however the qualitative data showed that the students who were interviewed were not willing to pay the fee. In the discussion part, the researchers argue for reasons why the quantitative data may be misleading since it was only implemented on students who had been at Jönköping University for free with an already established perception of the education being tuition free.