In free trade era, particularly in AEC leading to the education institution should prepare to compete freely in generating graduates who are able to compete in ASEAN’s labour market. Therefore, the purpose of this research is to determine the service quality of private universities in Pekanbaru, Riau, based on student’s perspective using SERVQUAL and Quality Function Deployment (QFD) approaches. Sampling method employed in this reserach was random sampling technique in four (4) private universities in Pekanbaru. Data was analysed using SERVQUAL gap analysis and QFD. The result shows that there were four (4) customer requirements which will be the priority to be handled by the universities, there are 1. Inquiries, requests and claims of students are handled and resolved timely and promptly, 2. Readiness of academic staffs to serve students and can be contacted easily, 3. Academic staff pays special attention and provides help to students in resolving their problems, 4. Teaching materials are available and up-to-date. From the QFD Matrix, the most technical priority needs to be improved by the universities is Academic staff’s training and development.
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