Service quality in accountancy higher education on the Pietermaritzburg campus of the University of KwaZulu-Natal.
The accounting higher education sector is becoming increasing competitive, with institutions jostling for position in the eyes of prospective students. Without adequate attention to the quality of education provided, little headway will be possible, and the institution will have to settle for second, or even third, place in the student's mind. Institutions cannot rely on past successes to attract top students, and a new approach is needed. This research presents a possible answer to the quality problem faced at the University of Kwazulu-Natal (Pietermaritzburg campus) in the School of Accounting. It involves the use of SERVQUAL to measure students' satisfaction levels with the quality of service and education received. The approach involves gathering students' perceptions, analyzing them, and making suggestions about the correct path to follow in a bid to enhance the institution's standing in the accounting community.