Architecture Students’ Satisfaction in Iraqi Private Universities: TIU-S in Focus

Abstract

The importance of service quality is undeniable. For years, numerous marketing professionals have researched its direct and indirect impacts on customer satisfaction and loyalty. Academics have proposed empathy, responsiveness, assurance, reliability, and tangibles as the primary drivers of service quality, university-related physical items or resources (technologic apparatus, smartboards, air conditioners, garden facilities, sports facilities, computer laboratories, etc.). The capacity of a service provider to offer essential service or acceptable and trustworthy responses to a student's demands or questions is referred to as reliability. This research aimed to benchmark the service quality dimensions of the architectural engineering department compared to other departments at Tishk International University-Sulaimani, Iraq. A quantitative research method has been applied. To do this, we have used ServQual and asked those questions to more than 100 students from architectural engineering, civil engineering, and business management departments. The data were analysed, and the results were initially analysed through regression analysis, and the obtained standardised weights of the regression analysis have been used for benchmarking after being normalised. The results show that the architectural engineering department delivered the best service quality compared to civil engineering and the business management department.