Abstract
This paper illustrates the relationship between service quality (SQ) and customer satisfaction (CS)through empirical evidence using structural equation modeling of data collected through a survey conducted among a sample of 522 students at private universities in Kenya, aself-administered questionnaire was used to collect data classified on Higher Education Performance Model (HEdPERF) framework, comprising non-academic, academic, reputation, access, programme issues and understanding aspects of SQ. The results revealed that the six SQ dimensions of HEdPERF needed to be collapsed into four variables of SQ that were significant to students of private universities. Furthermore, the dimensions had a positive and significant relationship with SQ, and in turn influenced CS. Recommendations are made to the university managers and higher education policy makers to improve SQ by taking note of the importance of the variables identified as being of benefit to customers, as quality services improve satisfaction, university’s competitiveness and excellence. DOI: 10.5901/mjss.2014.v5n23p2739
Highlights
In recent times, service quality measurement has raised lots of interest in scholarship (De Jager & Gbadamosi, 2010; DeShields Jr, Kara & Kaynak, 2005; Firdaus, 2006, Ong & Nankervis, 2012), and among education providers, including universities
In an attempt to address the aforementioned, this study empirically evaluated the relationship between service quality (SQ) and satisfaction (CS) among students in Kenyan Private Universities
A survey among 150 Malaysian public university students using the SERVQUAL instrument through a hierarchical regression analysis demonstrated that reliability, responsiveness, assurance and empathy significantly correlated with customer satisfaction
Summary
Service quality measurement has raised lots of interest in scholarship (De Jager & Gbadamosi, 2010; DeShields Jr, Kara & Kaynak, 2005; Firdaus, 2006, Ong & Nankervis, 2012), and among education providers, including universities. Quality of service and customer satisfaction by private universities is a subject that cannot be undervalued in management studies and the strategic planning processes. They are inherent attributes that if rightly implemented will create positive customer experiences which would translate to good organizational performance, cost reduction, increased market shares and surpluses (Zeithaml, Bitner & Gremler, 2009). Whereas certain private universities have been acknowledged to attract customers students due to factors such as religious faith (Nguru, 1990; Onsongo, 2011), programmes offered (Murphy, 2009), unique student experience and retention of skilled human capital (Materu, 2007) among other factors, with increased competition other aspects such as the quality of service may play a bigger role in dictating allegiance and satisfaction. The study attempted to identify critical dimensions of university service quality, assess the dimensions of quality that contribute to customer satisfaction, and determine the association between SQ and CS
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