A holistic decision-making approach to assessing service quality in higher education institutions

Service quality in universities significantly impacts student satisfaction, enrollment, and institutional reputation. This study presents a comprehensive methodology for evaluating university service quality by integrating political, economic, social, technological, and environmental (PESTE) factors with sub-criteria aligned with the dimensions of service quality (SERVQUAL): tangibles, reliability, responsiveness, assurance, and empathy. The primary objective of this study is to establish a robust evaluation framework that considers both internal and external factors. Initially, a hierarchy of criteria is constructed based on PESTE factors, providing a holistic view of university service quality. Subsequently, sub-criteria are identified within each PESTE factor to correspond to the SERVQUAL dimensions. To address the inherent ambiguity in expert opinions, this study introduces a novel Interval-Valued Neutrosophic Simple Additive Weighted Ratio Assessment (IVN-SWARA) method for criteria and sub-criteria weighting. The Interval-Valued Neutrosophic Complex Proportional Assessment with Distance from Average Solution (IVN-CODAS) method is employed to rank universities based on service quality. This methodology is applied to evaluate eight Turkish universities, revealing the multifaceted nature of service quality. Notably, competent academic staff, robust technological infrastructure, and vibrant social activities emerged as key contributors. These findings emphasize the effectiveness of the integrated PESTE-SERVQUAL framework in assessing university service quality and offering recommendations. By introducing a novel holistic decisionmaking model, this study makes a significant methodological contribution to the evaluation of service quality in higher education. Policymakers and university administrators can leverage these insights to enhance their services, thus gaining a competitive edge.