Academic journal article Global Business and Management Research: An International Journal

Education Service Delivery and Students' Satisfaction: A Study of Private Colleges in Malaysia

Academic journal article Global Business and Management Research: An International Journal

Education Service Delivery and Students' Satisfaction: A Study of Private Colleges in Malaysia

Article excerpt

Introduction

Education is one of the most important industries and playing a vital role in national development. In relation to the importance of education, Brunat (2006) has studied on the relationship between education and economic growth. Based on the findings from his study, he found that there is a correlation between education and economic growth but a correlation is not a cause-and-effect relationship. This is supported by the examples of countries like Germany, Japan and the Republic of Korea, in the 18th, 19th and 20th centuries respectively, where they suggested that an educated population is a springboard for jumping to high economic performance.

There is a growing interest to use performance management and service quality improvement techniques in educational institutes in order to increase the competitiveness and quality of education in a globalized environment (Nejati et al., 2007).

Private education sector is growing rapidly in Malaysia over the past few years. The aim of this industry is to give an alternative road map for tertiary education for those who failed to get admission into local universities and for those who intend to go for higher education locally. The target approach of the government is to have 20,000 undergraduate students in every public university by 2020 (Education in Malaysia, 2001).

The primary objective of this study was to assess the impact of education service delivery on student satisfaction. The perceived service delivery attributes among the student borrowed from Yu and Dean (2001). The variables consist of six dimensions known as physical environment, course structure and content learning materials, administration, interaction and support at last feedback and assessment.

In fact, the competition in the private education has always been high and private colleges previously obtain high returns for relatively little efforts but now the time has changed and for the better satisfaction of students these private colleges need to change their strategy. Private colleges provide the services delivery to satisfy the student needs. Nowadays, service quality has emerged as a key strategic issue in management (Nejati and Nejati, 2009). As argued by Berry (1995) service is one of the important factors enhancing value, and can positively influence a college success. The students are customers for these colleges and colleges play an important role while helping students to offload potential burdens. The student expectation is an essential component to enhance a college service delivery measures. This means that in order to gain the best satisfaction among the students, we must know the characteristics of the course participants, college environment, lecturer support and many other factors should be considered so that the most effective perceived education service delivery can be provided to them.

This study will give us the view of the individual perspective of student's satisfaction. And on the basis of individual student satisfaction the college will be rated, more research is needed to give us close sight of the consequences and problem faced by the students.

This means that in order to gain the best satisfaction among the students, the characteristics of the course participants, college environment, lecturer support and many other factors should be considered so that the most effective perceived education service delivery can be provided to them. This study will give us the view of the individual perspective of students' satisfaction. Moreover, on the basis of individual student satisfaction, the college will be rated. This study is first of its kind in the private education sector while investigating the perceived service delivery to satisfy the needs and expectations of student. On the other hand, it is also considering the service delivery to improve the environment of private colleges for the satisfaction of the students. …

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