Ranking service quality dimensions in open and distance learning, case of the zimbabwe open university

The study sought to explore how students studying through Open and Distance Learning rank the various service quality dimensions. The study focused on the information gap on the ranking of students’ expectations of service quality dimensions in Open and Distance Learning (ODL) in Zimbabwe. The accurate understanding of how students rank service quality dimensions is important in the crafting of service strategies by ODL administrators. The servqual model of calculating service quality was used as the main theoretical concept. The study employed a qualitative research methodology. Data were gathered through a questionnaire survey and focus group discussions. The study concluded that ODL learners have a unique ranking of service quality dimensions where Assurance is the most important dimension, followed by Reliability, Empathy, Responsiveness, and Tangibility respectively. The study recommends that ODL universities should aim to maximize students’ satisfaction through prioritizing the most important dimensions.