Empirical Study on the Impact of Service Quality Dimensions on Satisfaction of Students: With Reference to Executive Coaching’s of Kota

Abstract

Purpose: The purpose of this study is to see how the service quality elements affect student satisfaction in private coaching institutes of Kota District. This research unifies, refines, and extends the empirical work undertaken in the field of education service quality in the coaching institutes of Kota, in addition to acknowledging the critical roles of service quality in boosting student satisfaction. It has a number of implications for managers at these coaching institutes, including the importance of strategies related to increasing service quality which will effect the satisfaction level of students. Objective: As one of the first attempts to explore empirically the impact of the service quality approach on student satisfaction this research adds to academic and practical knowledge. The study aims to investigate the relationship between service quality and student satisfaction of private coaching institutes. It also aims to study the Impact of Service Quality on Student Satisfaction of private coaching institutes. The overall study aims to identify the service quality factors leading to student satisfaction. Methodology: The study is based on Empirical research The independent variables in the study are the factors of service quality like Tangibility, reliability, responsiveness, empathy and assurance, while the dependent variable taken for the study is student satisfaction. A quantitative method is used to analyse the data collected through structured questionnaires which was administered in five coaching institutes in Kota: Allen Career Institute, Resonance, Bansal Classes, Aakash, and Vibrant Academy. Data was collected from 400 respondents (384 According to Morgan formulae and 16 as contingency respondents). Stratified simple random sampling method was used to collect the reliable data. The Data was analysed using Statistical tools like correlation and regression analysis. Results: The results shows that all the independent variables are highly correlated with the dependent variable which shows that each element of service quality has an impact on the satisfaction level of the students enrolled in the private coaching institutes of Kota. The Regression analysis concludes that there is a positive impact of tangibility, reliability and assurance on students’ satisfaction and there is a negative impact of responsiveness and empathy on the satisfaction of students of the private coaching institutes. Further, the study gives important guidance for future research opportunities, such as investigating the impact of the marketing mix approach on other coaching institutes' performance criteria.