Jul 29th, 12:45 PM - 1:45 PM
Teaching the Concepts of Service Quality Through a Problem-Based Learning Approach: An Assessment of On-Line Reviews
Denver, Colorado USA
This article describes a teaching strategy which employs a problem-based learning approach in order for the students to critically assess service quality issues, categorize customer feedback, and develop a survey to assess customer perceptions of service quality. Customer feedback was assessed via on-line customer reviews and categorized through content analysis according to the constructs of the SERVQUAL model. By framing the class project into “real world” examples, students were able to dissect the problems, to identify situational constraints, and ascertain a clear understanding of the desired outcome. The consolidation of online comments for 60 U.S. based restaurants is also reported.