Student perception towards higher education service quality: a case study at research and non-research universities in Malaysia

Rahida Abd Rahman and Azleen binti Ilias (2024) Student perception towards higher education service quality: a case study at research and non-research universities in Malaysia. International Journal of Research and Innovation in Social Science, 8. pp. 5971-5998. ISSN 2454-6186

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Abstract

In determining the service quality in public and private universities or Higher Education Institutions (HEIs), customer satisfaction (for service-oriented organizations) or, in this case of quantitative research, students’ satisfaction evaluation and assessment is very significant. Universities constantly gain, sustain, and develop deeper relationships with their students to stay competitive. The purpose of this research paper is, first and foremost, to examine the relationship between Parasuraman’s SERVQUAL model service quality dimensions (which are tangibility, reliability, responsiveness, assurance, and empathy) and students’ satisfaction. Secondly, this study aims to identify critical factors in Parasuraman’s SERVQUAL model service quality dimensions (tangibility, reliability, responsiveness, assurance, and empathy) that contribute the most towards students’ satisfaction. This study used a set of questionnaires (online survey) for 200 respondents (students pursuing bachelor’s degrees) from two public universities in Selangor, randomly chosen from the list of public universities available in Selangor. The two public universities are Universiti Kebangsaan Malaysia (UKM as a research university) and Universiti Islam Antarabangsa Malaysia (UIAM as a non-research university). A simple random sampling is used in this research. This empirical finding analyzed by correlation and multiple regression provides evidence for Parasuraman’s SERVQUAL model in an academic context, which was related to the factors that contribute towards students’ satisfaction, thus attracting more students to the respective university or higher education institutions in the future.

Item Type:	Article
Keyword:	Service quality, SERVQUAL, Public higher education institutions
Subjects:	L Education > LB Theory and practice of education > LB5-3640 Theory and practice of education > LB2300-2430 Higher education > LB2326.4-2330 Institutions of higher education L Education > LG Individual institutions - Asia, Africa, Indian Ocean islands, Australia, New Zealand, Pacific islands > LG21-961 Individual institutions > LG21-395 Asia > LG173 Malaysia
Department:	FACULTY > Labuan Faculty of International Finance
Depositing User:	SITI AZIZAH BINTI IDRIS -
Date Deposited:	09 Apr 2025 09:45
Last Modified:	09 Apr 2025 09:45
URI:	https://eprints.ums.edu.my/id/eprint/43423

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