IMPACT OF SERVICE QUALITY (SQ) ON STUDENT SATISFACTION: EMPIRICAL EVIDENCE IN THE HIGHER EDUCATION CONTEXT OF EMERGING ECONOMY
Kesan Kualiti Perkhidmatan ke atas Kepuasan Pelajar: Bukti Empirikal di Institusi Pengajian Tinggi di dalam Konteks Ekonomi Baru
This article represents a cross-sectional study of students studying across 7 private universities and one public university of Chittagong in Bangladesh. Service quality dimensions have been described as a critical for student satisfaction and service organizations may substantial outcomes including student retention and monetary in a competitive market. However, there is little empirical evidence of how service quality provided by tertiary educational institutions can influence student satisfaction in developing economy context. Recognizing this significance, the study aims to investigate the impact of service quality on student satisfaction applying HEdPERF model proposed by Firdaus (2005). We collected a designed questionnaires from 376 students selected randomly. The findings indicate that the significant variables explaining student satisfaction as: administrative aspects, academic aspects, reputation, and access. The implications of the study for university management were discussed and areas for future research were suggested.
Keywords: service quality, student satisfaction, higher education.
Artikel ini melaporkan hasil kajian yang dijalankan ke atas para pelajar di 7 buah universiti swasta dan sebuah universiti awam iaitu Universiti Chitagong di Bangladesh. Dimensi kualiti perkhidmatan telah dianggap sebagai faktor kritikal kepada kepuasan pelajar, pengekalan pelajar dan persaingan di pasaran. Walaubagaimanapun, kajian yang memfokus kepada bagaimana kualiti perkhidmatan di institusi pengajian tinggi mempengaruhi kepuasan pelajar masih kurang, terutamanya dalam konteks negara membangun. Oleh kerana itu, kajian ini dijalankan untuk melihat kesan kualiti perkhidmatan ke atas kepuasan pelajar dengan menggunakan model yang dibangunkan oleh Firdaus (2005). Data kajian telah diambil menggunakan soal selidik yang diedarkan ke atas 376 pelajar secara rawak. Kajian ini mendapati beberapa faktor mempengaruhi kepuasan pelajar seperti aspek pentadbiran, akademik, reputasi dan capaian. Implikasi kajian ke atas pengurusan universiti telah dibincangkan beserta dengan cadangan untuk kajian masa hadapan.
Kata kunci: kualiti perkhidmatan, kepuasan pelajar, pendidikan tinggi.
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