Evaluating the service quality of local businesses as an experiential learning project

This paper describes an experiential learning project used as part of a second course in operations management. Two student teams conducted a service quality analysis of local service businesses. The project was incorporated into the course to provoke the students to consider how the five dimensions of service quality proposed by Parasuraman et al. (1988) could be evaluated in service businesses. The other objectives of the project were for students to learn how to solicit customer evaluations of service quality, integrate statistical skills, develop professional interaction skills and improve presentation skills. Smaller student groups were formed within each team to complete five major activities required as part of the project. Both clients were pleased with the student's findings, and the students advocated the continued use of this type of project in this course. Suggestions from both the students and instructor for improving the project are also included.