Abstract:

Building on the SERVQUAL model (Parasuraman, Zeithaml and Berry, 1985), coming from the services literature, we adapt a gap model that compares businessmen and graduates perceptions of competences learned. The model compares the perceptions about learned competences during graduates’ studies with the level of learning required at work, both from the businessmen perspective (gap A) and from the graduates perspective (gap B); then, the comparison between expectations of both (gap C) confirms that perceptions are similar from this angle; and finally, gap D shows a direct comparison between both perspectives.

In order to test this model we developed questionnaires addressed to both groups of individuals, ensuring that the same sets of competences were directly comparable. Data was collected from graduates of Economics in a Spanish university and from businessmen in companies where these graduates had developed internships. The final sample consists of 182 businessmen and 238 graduates. We use the ANOVA test to evaluate the size of these four gaps (significance level was set to 0.05 and variances between the two groups were not assumed to be equal).

We analyze 30 competences grouped in three sets: instrumental competences, interpersonal competences and professional competences. One of the most interesting findings is observed in Gap D, since this gap shows a direct assessment of perceptions between graduates’ thought with an external evaluation from business people. Differences suggest that graduates seem to give low value to the knowledge, skills and capabilities learnt during their studies: 22 out of the 30 competences are rated statistically higher from the businessmen perspective.

The analysis proposes a simple but informative tool for decision-making. We conclude the study by suggesting specific actions to directors of this university and opening up questions and extensions of this model.

References:
[1] Parasuraman, A., Zeithaml, V.Z, and Berry, L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49 (fall), pp. 41-50.

Keywords:

Perceptions, gap analysis, instrumental competences, interpersonal competences, professional competences, anova test.