This study aimed to establish a foundation for enhancing online learning experiences in higher education by evaluating service quality through the SERVQUAL framework. Specifically, it examined the gaps between students’ expectations and satisfaction across five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The study provided empirical insights to guide improvements in digital learning environments. An analytical research design, utilizing SERVQUAL gap analysis to assess online learning service quality was used. Data were collected through an online survey of 1,892 college students, measuring their perceived expectations and satisfaction with online learning modality. The paired sample t-test and Cohen’s d effect size analysis were used to quantify the significance of the gaps. The results indicated significant negative gaps across all five SERVQUAL dimensions (p < .001), confirming that online learning platforms fall short of students’ expectations. The largest gaps were observed in technological reliability, instructor responsiveness, and institutional support, suggesting systemic deficiencies in online education. These findings highlight the urgent need for infrastructure improvements, faculty training in digital pedagogy, and enhanced student support services. This study provides a data-driven foundation for improving online learning systems using SERVQUAL analysis, offering actionable insights for higher education institutions, policymakers, and educators to enhance the quality and effectiveness of digital learning environments.
SERVQUAL, online learning, higher education, service quality, gap analysis, student satisfaction
Eufrosina P. Mines. Corresponding author. EdD, VP for Academic Affairs and Research, Kolehiyo ng Pantukan. Email: eufrosina.mines@gmail.com
Albeb Q. Taray. MBA, Program Head, Kolehiyo ng Pantukan. Email: albeb94@gmail.com
Quennie A. Cunanan. PhD, Associate Professor, Kolehiyo ng Pantukan. Email: quenniecunanan@gmail.com
"All authors contributed equally to the conception, design, preparation, data gathering and analysis, and manuscript writing. All authors read and approved the final manuscript."
No potential conflict of interest was reported by the author(s).
This work was not supported by any funding.
The ethical review and approval were waived for this study.
AI tools were not used in writing this paper.
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Cite this article:
Mines, E.P., Taray, A.Q. & Cunanan, Q.A. (2025). A SERVQUAL-based gap analysis in higher education: Basis for online learning improvement. International Journal of Educational Management and Development Studies, 6(2), 25-54. https://doi.org/10.53378/ijemds.353194
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