A Statistical Analysis of Education Service Quality Dimensions on Business School Students' Satisfaction

By Seng, Ernest Lim Kok; Ling, Tan Pei | International Education Studies, August 2013 | Go to article overview

A Statistical Analysis of Education Service Quality Dimensions on Business School Students' Satisfaction


Seng, Ernest Lim Kok, Ling, Tan Pei, International Education Studies


Abstract

This study aims to investigate student satisfaction on quality education services provided by institutions of higher learning in Malaysia. Their level of satisfaction based primarily on the data collected through five dimensions of education service quality. A random sample of 250 students studying in an institution of higher learning was selected for this study. Statistical analysis had been employed to analyze the intensity of these five dimensions and their influence on student satisfaction. The results indicated that instructors, academic courses, learning resources and student's engagement had positive and statistical significant influenced on student satisfaction. This study provides very useful information for the stakeholder to plan and draw appropriate strategies for the dimensions that need further improvement. More importantly, education service quality will determine the sustainability of an institution by looking at the competitiveness of education setting at national and international levels.

Keywords: education service quality, dimensions, student satisfaction, higher learning institution

1. Introduction

Malaysia consists of 60 public and private universities and university colleges (Ministry of Higher Education, 2011). These universities and university colleges offer a wide range of courses to local and international students. Therefore, it is important that institutes of higher learning deliver high quality service and ensure students are satisfied with the service provided. Ministry of Higher Education (2007) has launched a National Higher Education Strategic Plan 2020. This plan intends to transform local higher education in sync with the global landscape (Chapman, Chew & Tan, 2007). Two of the seven thrusts states in the plan are widening access and enhancing quality and improving the quality of teaching and learning. These include greater flexibilities, blended-learning, widening delivery methods and providing better learning environment.

Higher education also can be viewed from a marketing perspective. Institutes of higher learning always create services that respond to the needs of the markets. They act as the service provider has direct interactions with students and students as the main service receiver may provide good feedback on their service. Customer satisfaction is considered as one of the important conditions in service marketing. Customer plays a vital role in the success of businesses. Therefore, analyzing customers' needs is an important duty that increases the success of businesses (Parasuraman, Zeithaml & Berry, 1988). Students are treated as the primary consumers and service quality is measured through various dimensions. Service performance is determined by the service quality and customer satisfaction (J. Douglas, A. Douglas & Barnes, 2006 & Hill, 1995). There are two different ways to measure service quality. First, by comparing student perceptions with their expectations of an institution. Then, by collecting student feedback of their academic life.

It is important that higher learning institution deliver high service quality in this competitive world. Therefore, the purpose of this research is to determine student satisfaction on the dimensions of instructor, learning resources, academic courses, assessment and students' engagement. This study provides important directions for administrators and educators in higher learning institution; it also assists educators to understand their student's needs. Thus, institutes of higher learning able to identify areas that need further improvement.

1.1 Objectives of the Study

The objectives of this study are to evaluate dimensions of education service quality that affects student satisfaction.

i. To determine the correlation between satisfaction and the five dimensions namely instructor, learning resources, academic courses, assessments and student engagement.

ii. …

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