RESUMO
This study aims to differentiate between perceived quality culture (QC) and service quality (SQ) in public and private universities; and to examine the effect of QC on SQ in both types of universities, individually and collectively. This is a quantitative study in which data are collected from administrative and quality managers of randomly selected universities in Pakistan through face-to-face and online surveys. Of the 150 questionnaires distributed, a total of 111 questionnaires are received, of which 105 are valid, giving a response rate of 70%. The collected data are then analyzed by descriptive and causal research methods using SPSS-25 and PLS-SEM. The findings reveal significant differences in perceived QC and SQ between public and private universities; however, public universities scored higher on both variables than private universities. Furthermore, the results show the significant effect of QC on SQ individually and collectively in public and private universities; however, this relationship is stronger for private universities than for public universities. The findings of the study may help administrative and quality managers to improve SQ by cultivating QC in their respective universities, thereby improving organizational performance. This study extends theoretical knowledge by introducing QC as a predictor variable and then measuring SQ from a dual perspective (internal and external customers) in a university setting, which is less explored in the existing literature.