Service quality a password of students satisfaction An application of hesqual model
Abstract
Service quality (SQ) is a pass word of students’ satisfaction. It is considered the most significant factor in determining students’ satisfaction and also defining the success or failure of higher education industry. To survive in the highly competitive market, it is more apparent for universities to understand the needs of students. In order to achieve competitive position in the higher education industry, it is significant for universities to realize the service quality (SQ) dimensions that are perceived as most significant by students. The purpose of the present research study to finds out the relationship between SQ dimensions and students’ satisfaction. A structure questionnaire was adapted to investigate SQ in higher education sector in Khyber Pakhtunkhwa. The data was obtained from 384 respondents of 28 universities. The collected data was examined with the help of SPSS and AMOS to investigate SQ and students satisfaction. The Factor-Analysis and Parallel-Analysis were also used for the factorization of data. The SEM technique was applied for the testing of hypotheses. The CFI, GFI, RMSEA and SRMR indices were used for the model fit. The findings of the research revealed that dimension core educational-quality is the most significant dimension of SQ that estimates 0.562 changes in students’ satisfaction.
References
Abdullah, F. (2005). HEdPERF versus SERVPERF: The quest for ideal measuring instrument of service quality in higher education sector. Quality Assurance in Education, 13(4), 305-328.
Abdullah, F. (2006a). The development of HEdPERF: A new measuring instrument of service quality for the higher education sector. Interational Journal of Consumer Studies, 30(6), 569-581.
Abdullah, F. (2006b). Measuring service quality in higher education: HEdPERF versus SERVPERF. Marketing Intellignece and Planing, 1, 31-47.
Abdullah, F., Suhaimi, R., Saban, G., & Hamali, J. (2011). Bank service quality (BSQ) index: An indicator of service performance. International Journal of Quality & Reliability Management, 28(5), 542-555.
Ali, F., Zhou, Y., Hussain, K., & Nair, P. K. (2016). Does higher education service quality effect student satisfaction, image and loyalty?: A study of international students in Malaysian public universities. Quality assurance in education, 24, 70-94.
Athiyaman, A. (1997). Linking student satisfaction and service quality perceptions: the case of university education. European Journal of Marketing, 31(7), 528-540.
Asaduzzaman, Rahman, M., & Hossain, M. (2013). Service quality and student satisfaction: A case study onprivate universities in Bangladesh. International Journal of Economics, Finance and Management Sciences, 1(3), 128-135.
Beaumont, D. (2012). Service quality in higher education: The students’ viewpoint. Manchester: University of Manchester.
Cayanan, C. D. (2017). Service quality of private tertiary education institutions in the province of Pampanga: A gap analysis. DLSU Research Congress 2017. Manila: De La Salle University, Manila, Philippines
Cronin, J., & Taylor, S. (1992). Measuring service quality: a re-examination and extension. Journal of Marketing, 56(3), 55-68.
Cronin, T., & Taylor, S. (1994). SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measurement of service quality. Journal of Marketing, 58, 125-131.
Datta, K. S., & Vardhan, J. (2017). A SERVQUAL-based framework for assessing quality of international branch campuses in UAE: A management students’ perspective. journals.sagepub.com/home/sgo, 1-9.
Douglas, J., Douglas, A. & Barnes, B., 2006. Measuring student satisfaction at a UK
university. Quality Assurance in Education, pp. 251-267.
Datta, K. S., & Vardhan, J. (2017). A SERVQUAL-based framework for assessing quality of international branch campuses in UAE: A management students’ perspective. journals.sagepub.com/home/sgo, 1-9.
Donlagic, S., & Fazlić, S. (2015). Quality assessment in higher education using using the SERVQUAL model. Management, 20, 39-57.
Elliot, K. M., & Shin, D. (2002). Student Satisfaction: An alternative approach to assessing this important concept. Journal of Higher Education Policy and Management, 24(2), 197-209.
Farahmandian, S., Minavand, H. & Afshard, M., 2013. Perceived service quality and student satisfaction in higher education. Journal of Business and Management, pp. 12 (4 ), PP 65-74.
Felix, R. (2017). Service quality and customer satisfaction in selected banks in Rwanda. Journal of Business & Financial Affairs, 6.
Garcl a-Aracil, A., 2009. European graduates’ level of satisfaction with higher education.
Journal of Higher Education, 57(1), pp. 1-21.
Ghotbabadi, A. R., Feiz, S., & Baharun, R. (2015). Service quality measurement: A review. International Journal of Academic Research in business and social sciences, 267-286.
Gronroos. (1982). Strategic managent and marketing in the service sector. Swedish school of economics and business administration.
Gronroos. (1984). A servic quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44.
Hair, J. F., Black , W. C., Babin , B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6 ed.). Singapore: Prentice-Hall.
Hu, L., & Bentler, P. (1999). Cutoff criteria for fit indices in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling. IBM® SPSS® Amos(TM) 25.
HEC. (2014). Annual report 2013-2014. Isalamabad: Higher education commission Pakistan.
HEC. (2016). Hihger education commission of Pakistan. Hihger education commission of Pakistan.
Ho, S. K., & Wearn, K. (1996). A higher education TQM excellence model: HETQMEX.
Quality Assurance in Education, 35-42
Ibraheem, M. K. (2016). Relationship between perceived service quality and student’s satisfaction among undergraduate students: A case study of private higher education institute in Dubai. International Journal of Emerging Research in Management &Technology, 5(3), 70-74.
Jain, P., & Aggarwal, V. S. (2015). Service quality models: A review. BVIMSR's Journal of Management Research, 125-136.
Khan, M. M., Ahmed, I. & Nawaz, M. M. (2011). Student’s perspective of service quality
in higher learning institutions; An evidence based approach. International Journal of Business and Social Science, 2(11), pp. 159-164.
Kara, A. M., Tanui, E., & Kalai, J. M. (2016). Educational service quality and students’ satisfaction in public universities in Kenya. International Journal of Education and Social Science, 10(3), 37- 48.
Kawshalya, N. (2016). Models of service quality- A brief literature review. SQPM, Essex, United Kingdom.
Khalifa, B., & Mahmoud, A. B. (2016). What form university image? An integrated model from Syria. Verslas: Teorija ir praktika / Business: Theory and Practice, 17, 45-55.
Khurana, S. (2017). Relationship between service quality and customer satisfaction: An
empirical study of indian life insurance industry. Journal of Research in Marketing, 1(2), 35- 42.
Kotler, P. (1991). Marketing Management: Analysis, Planning, Implementation & Control (7 ed.). New York: Prentice – Hall.
Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (2002). Principle of Marketing (3 ed.). Europe: Pretence Hall.
Kline, R. B. (2011). Principles and practice of structural equation modeling (3 ed.). New York: The Guilford Press.
Krejcie, R., & Morgan, D. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 607-610.
Krishnamoorthy, V., Aishwaryadevi, A. S., & Bharathi, B. (2016). An examination of influence of higher education service quality on students’ satisfaction: An Indian perspective. IMR (Indira Management Review), 10(2), 95-102.
Lehtinen, U., & Lehtinen, J. R. (1991). Two approaches to service quality dimensions. The Service Industries Journal, 11(3), 287-303.
Liben, G., Daniel, D., & Adugna, A. (2017). Assessment of students’ satisfaction: A case study of Dire Dawa University, Ethiopia. Journal of Education and Practice, 8(4).
Lien, P. T. (2017). Training service quality and its effects on student satisfaction: Case of a Vietnam University. International Journal of Academic Research in Business and Social Sciences, 7(4).
Malik, S. U. (2012). Customer satisfaction, perceived service quality and mediating role of perceived value. International Journal of Marketing Studies, 4, 68-76.
Meštrović, D. (2017). Service quality, students satisfaction and behavioural intentions in STEM and IC higher education institutions. Interdisciplinary Description of Complex Systems, 15, 66-77.
Muhammad, N., Kakakhel, S. J., & Shah, F. A. (2018). Effect of service quality on customer satisfaction: An application of HEdPERF model. Review of Economics and Development Studies, 4(2), 165-177.
Muhammad, N., Kakakhel, S. J., & Shah, F. A. (2018). Service quality the road ahead for student's satisfaction. Review of Public Administration and Management, 6(2), 2-6.
Mwiya, B., Bwalya, J., Siachinji, B., Sikombe, S., Chanda, H., & Chawala, M. (2017).
Higher education quality and student satisfaction nexus: Evidence from Zambia. Creative Education, 8, 1044-1068.
Nawaz, M. N., & Gomes, A. M. (2014). Review of knowledge management in higher education institutions. European Journal of Business and Management, 71-79.
Noel-Levitz. (2010). Customer satisfaction measures. Washington, DC: Hanover Research.
Navarro, M. M., Iglesias, M. P. & Torres, P. R. (2005). A new management element for
universities: satisfaction with the offered courses. International Journal of Educational Management, 19(6), pp. 505-526.
Nunnally, J. O. (1978). Psychometric Theory. New York: McGraw-Hill.
Onditi, E. O., & Wechuli, T. W. (2017). Service quality and student satisfaction in higher education institutions: A review of literature. International Journal of Scientific and Research Publications, 7(7), 328-335.
Palacio, A. B., Meneses, G. D., & Perez, P. J. (2002). The configuration of the university image and its relationship with the satisfaction of students. Journal of Educational Administration, 40(5), 486-505.
Pallant, J. (2011). SPSS Survival manual: A step by step guide to data analysis using SPSS for windows (4 ed.). McGraw Hill: Open University Press.
Parasuraman, A., Zeithaml, V., & Berry, L. (1985). A conceptual model of service quality and its implication for future research. Journal of marketing, 41-50.
Parasuraman, A., Zeithaml, V., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. journal of Retailing, 64(1), 12-40.
Prasad, R. K., & Jha, M. K. (2013). Quality measures in higher education: A review and conceptual model. Quest Journals journal of research in business and management(3), 23-40.
Razali, M., Nor, K., Talib, N., Ahmad, N., Baharan, R., Sakarji, S., et al. (2017). The study of relaitonship between service quality and customer satisfaction among staff at Mahkamah Persekutan Malaysia. Journal of Humanities, Language, Culture and Business (HLCB), 1(2), 152-167.
Saleem, M., Ch., A. H., & Ahmad, S. (2017). Identification of Gaps in Service Quality in Higher Education. Bulletin of Education and Research, 39(2), 171-182.
Saunders, M., Lewis, P., & Thornhill, A. (2009). Research Methods for business students (4 ed.). Pearson education limited.
Sojkin, B., Bartkowiak, P. & Skuza, A., 2012. Determinants of higher education choices
and student satisfaction: the case of Poland. Higher Education, 63 (5), pp. 565-81.
Sultan, P., & Wong, H. Y. (2012). Service quality in a higher education context: An integrated model. Asia Pacific Journal of Marketing and Logistics, 24, 755-784.
Tabachnick, B. G., & Fidell, L. S. (2001). Using multivariate statistics (4th edn). New
York: HarperCollins.
Stodnick, M., & Rogers, P. (2008). Using SERVQUAL to measure the quality of the
class room experience. Decision Sciences Journal of Innovative Education, 6(1), 115–133. http://dx.doi.org/10.1111/j.1540-4609.2007.00162.x
Tegambwage, A. G. (2017). The relative importance of service quality dimensions: An empirical study in the Tanzanian higher education industry. International Research Journal of Interdisciplinary & Multidisciplinary Studies (IRJIMS), 76-86.
Teeroovengadum, V., Kamalanabhan, T. J., & Seebaluck, A. K. (2016). Measuring service quality in higher education Development of a hierarchical model (HESQUAL). Quality Assurance in Education, 24(2), 244-258.
Tefera, O., & Govender, K. (2017). Service quality, customer satisfaction and loyalty: The perceptions of Ethiopian hotel guests. Journal of Hospitality, Tourism and Leisure, 6(2), 1-22.
Wilkins, S., & Balakrishnan, M. S. (2013). Assessing student satisfaction in transnational higher education. International Journal of Educational Management, 27(2), 143-156.
Yusoff, M., McLeay, F. & Woodruffe-Burto, H., 2015. Dimensions driving businessstudent satisfaction in higher education. Quality Assurance in Education, pp. 86 -104.
Yusof, A., & Joseph, J. (2017). Customer’s expectation, perception and satisfaction with service quality of a fitness center in Malaysia. International Journal of Physical Education, Sports and Health, 4(1), 146-150.
Zeithaml. (1988). Consumer perceptions of price, quality, and value: A means-end model and ` synthesis of evidence. journal of marketing, 2-22.
Zeithaml, A. V., Parasuramn, A., & Berry, L. L. (1985). Problems and strategies in service marketing. Journal of Marketing, 49(2), 33-46.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2019 Nisar Muhammad
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
