Relationship between service quality, satisfaction, motivation and loyalty

Purpose This paper attempts to develop and validate a service quality instrument called HiEduQual to measure the perceived service quality of students in higher education institutions. This paper aims to propose a structural model by examining the theoretical and empirical evidences on the relationships between students’ perceived service quality (SPSQ), students’ satisfaction (SSt), students’ loyalty (SL) and students’ motivation (SM). Design/methodology/approach The paper uses survey research design to gather data regarding attitudes of students about quality of service, satisfaction, motivation and loyalty from seven public universities in India and tests the relationships between these variables using structural equation modeling. Findings The paper identifies a model with six-structured dimensions containing 23 items for HiEduQual. It proved the direct positive effect of the perceived service quality of students on satisfaction, loyalty and motivation. The paper also supports the partial and complete mediation role of students’ satisfaction between perceived service quality of students, their loyalty and motivation toward services being provided by the universities. The competing Model 1 (M1) with partial mediation role of students’ satisfaction between students’ perceived service quality, loyalty and motivation was proved as the best among the alternative models. Research limitations/implications The paper developed and tested a new measurement instrument that covers all the service aspects experienced by the student as primary customer in higher education. Further studies can also measure service quality of the universities in the perspective of other key stakeholders. The authors would recommend studying other possible antecedents which would have influence on satisfaction motivation and loyalty. Practical implications The findings suggested that it would be worthwhile for university leaders to make proper allocation of resources, to provide better educational services including support services and facilities. It is believed that this paper has a significant competence for engendering more precise applications related to quality of services, especially concerning students’ satisfaction, loyalty and motivation. Social implications The changing nature and need of higher education services and increase in competitive intensity necessitates higher performance levels in the Indian higher education (universities). These can only be achieved through a better understanding of the expectations of students and the importance placed by them on aspects such as teaching, administrative services, academic facilities, campus infrastructure, support services and internationalization. The paper identified that student perceived service quality is a key antecedent to student satisfaction, motivation and loyalty, which conveys that service quality is an important construct. Originality/value Previous studies have primarily focused on the relationship between service quality, satisfaction and loyalty. Along with the above, this paper includes students’ motivation and assesses the effect of service quality and satisfaction on motivation which was not previously used in services marketing research, especially in higher education sector. Higher education service holds some unique features like customers’ (student) cognitive participation in the service process, requirements of the students to be fulfilled by different parties and long-term continuous services. All these features require student participation. The results indicate that quality of academic and non-academic services play a vital role in motivating students to perform better in their academics.

With the globalisation of the higher education industry, service quality in the higher education services is seen as a vital factor in determining a university’s competitive advantage. This study posits that higher education sector has unique characteristics that differ from retailing industries and therefore requires a customised approach towards service quality measurement. Existing measures of service quality in higher education have largely concentrated on the use of generic models such as SERVQUAL and SERVPERF in assessing students’ perception. However, these measures are found to be inadequate to capture the complexity of service perception in higher education service offering. This research study provides a new perspective on the conceptualisation of university service quality (USQ) by adapting Brady and Cronin’s (2001) hierarchical model in exploring the complex nature of perceived quality in a high involvement setting. This study aims to understand the nature of the USQ construct and to examine an individual’s motivation in higher education pursuit in influencing his/her USQ perception and the consequent effects in terms of satisfaction and behavioural intentions. This research study involves a two-stage design, which consists of qualitative and quantitative studies. The first stage consists of phenomenological interviews to gain in-depth insights into service quality experiences in the higher education institutions. The second stage which is a questionnaire survey, was then carried out to empirically verify the proposed hierarchical construct for higher education service quality and to examine the proposed antecedents and consequences model. A total of 1988 students from 9 participating universities in Malaysia responded to the questionnaire survey, and the data gathered was analysed using descriptive statistics, confirmatory data analysis and structural equation modeling. From the collective findings from Stage 1 and Stage 2 of this study, it was confirmed that the construct of service quality perception in higher education is multidimensional in nature, based on a fourth-order model which anchored upon ‘Academic Services Quality’, ‘Administrative Services Quality’ and ‘General Services Quality’ as the primary dimensions. Secondary dimensions are ‘Interaction Quality’, ‘Physical Environment Quality’ and ‘Outcome Quality’ with corresponding sub-dimensions attached to the respective dimensions. The effect of academic valence (in the form of students’ feelings towards their academic results) upon USQ perception is found to be an important influencing factor in service evaluation which requires careful attention in quality management. Further examination of the nature of USQ construct with the phenomenological findings revealed that students’ expectations are influenced by students’ sense of self which varied according to the different service they were engaged in. Their sense of self in this regard shapes their service expectations and hence, their perception of service quality. It is also established in this study that USQ perception is subject to individual characteristics such as their degree of self-determination in higher education pursuit and learning style. This study found that those who are more self-determined in the higher education participation tend to have a more favourable USQ perception, which then leads to a greater level of satisfaction and student loyalty. It was also found that the degree of the motivational effect upon USQ evaluation is moderated by the students’ learning styles. On the basis of the research findings, this study suggests that the complexity of the USQ construct as well as the effect of motivational differences and learning style upon USQ evaluation should be taken into account when considering how students’ USQ perception is formed. These pertinent issues deserve considerable attention as they have a bearing upon important outcomes such as student satisfaction and behavioural intentions. The complex nature of USQ evaluation calls for a holistic approach in managing service standards in academic services, administrative services and general services. Additionally, the understanding of the nature of students’ USQ perception and expectations can assist universities towards developing more effective quality management strategies in order to provide a meaningful USQ experience for the students.

Purpose The purpose of this study is to investigate university students’ perception of service quality and satisfaction in a developing country to guide quality improvement. Design/methodology/approach The study uses a quantitative survey design. A new instrument has been developed to measure student perceived service quality. Data was collected from 182 undergraduate students enrolled in a five-year BEd course at the one University of Education in Myanmar. Findings A significant gender difference was found only in one of the service quality dimensions, hostel facilities. There was a significant difference in student satisfaction in the year of study. Apart from cafeteria and hostel facilities, students’ perceived-level of service quality was significantly different. All service quality dimensions were significantly correlated with student satisfaction. Significant relationships were found among intention to leave the university, trust in management and overall satisfaction with the university. Research limitations/implications This study uses data collected from undergraduate students studying at the one University of Education in Myanmar. Practical implications The study adds on to the service quality literature on higher education in developing countries, specifically in Myanmar. The students’ perceived service quality dimensions resulting from this study can be applied by universities to evaluate their performance. Originality/value The research findings presented in this paper fill the gap in the existing literature by providing empirical knowledge on service quality measurement and student satisfaction in the higher education context. The study is among the first studies of students’ perception of service quality and satisfaction in Myanmar.

International audience

This paper focuses on university students' perceptions of educational service quality. Results suggest that both technical and functional quality are important dimensions that shape students' perceptions of their university's service quality. Although both dimensions are important, the findings suggest that the quality of education, campus facilities and the environment, and course process impact significantly on students' perceptions of service quality. The authors empirically measure students' perceptions using the SERVPREF methodology. Four hypotheses are formulated about the relationship between two main service quality dimensions, technical and functional, and perceived service quality. These relationships are tested using multiple regression analysis and ANOVA. The findings are discussed as are the implications for educational marketers and managers.

Purpose – Businesses need to be able to meet changing customer demands in order to be able to sustain their assets in the face of intense competition. To this end, businesses need to make a difference by paying greater attention to issues such as service quality and corporate image that are important to customers, as well as to compensate for service failures, which have become important in recent years. In the literature, it is emphasized that compensation strategies applied by businesses after customer complaints affect customer service quality and corporate image perceptions. In this study, it is aimed to determine the effect of each service failure compensation strategy applied in the tourism sector on customer perceptions of service quality and corporate image perceptions. Design/methodology/approach – The research was designed as a quantitative research, and the questionnaire method was chosen to learn the opinions of the participants on the subject. Percentage, frequency, reliability, factor analysis and structural equation modeling were used in the analysis of the data obtained. Findings – According to the results of the study, it was determined that the apology strategy affected customers' perceptions of service quality and institutional image perceptions positively. Also service quality perceptions have positively affects on corporate image perception. Discussion – It is known that tourists report their experiences to the business about service failure in accommodation businesses through complaints. In addition that service failure negatively affects the service quality and corporate image perceptions of businesses. Therefore, it is considered important to take into account tourist complaints and to compensate for service failure. When the findings are evaluated, it is seen that the apology strategy, especially one of the service failure compensation strategies, is important. It is important for accommodation businesses to effectively manage the complaint process and use all compensation strategies, especially the apology strategy, in order to compensate for service failure which negatively affects their quality and image perceptions.

Students’ Perceived Service Quality (SPSQ) and Students’ Satisfaction (SSAT) in Open Distance Learning (ODL) are renowned features in Higher Education (HE) field in the present-day. The vast number of research studies have addressed diverse types of variables on different grounds. The ODL students are from various family backgrounds such as cultural, social, technological skill levels, and most importantly defer from basic educational entry qualifications. This must cognize how the HE institutions are able to offer their diversified services together with quality enhanced features to enjoy a competitive edge from the student’s satisfaction point of view. The number of students completing the course, or graduates passing out are diminishing when compared with the increase in number of registered student’s year on year. Most of the universities and HE institutions have faced student persistence and attrition problems and rush to find solutions with the concepts of service quality and satisfaction. The purpose of this study is mainly based on finding out the significant factors affecting the SPSQ and SSAT. This study will address the modified SERVQUAL constructs in relation to the SPSQ and SSAT. The independent variables were Assurance, Empathy, Responsiveness, Reliability, and Website Content and the dependent variables were the Students’ Perceived Service Quality and Satisfaction in ODL in the OUSL. Data was collected by using a self-administered questionnaire from 760 undergraduate students of the Open University of Sri Lanka (OUSL) covering six main regional centers island wide. The OUSL is the unique university operating under the ODL system in Sri Lanka. The analysis was based on descriptive and inferential statistics. The significant relationships are revealed between the SPSQ and Reliability, Responsiveness and Website Content. The other significant relationships are SSAT with Reliability and Website Content and the relationship between SPSQ and SSAT. The R2 for the SPSQ is 0.244 (24%) and SSAT is 0.549 (55%). The same research could be recommended as a future research with more service quality variables, and in regional centers as a longitudinal data collection method to understand more about service quality and satisfaction which influence student retention and completion.

The identification of significant factors affecting the behaviors of customers and occupants of physical environments and assessing their importance are imperative for effective architectural planning and design. This study investigated the effects of servicescape on perceived service quality and behavioral intention. The four main factors of servicescape selected for this study were attractiveness, cleanliness, layout, and comfort; the two perception indicators were service quality and satisfaction; and the behavioral outcome measures were loyalty and public service facility revisit intentions. A total of 594 questionnaires were collected from the users of five public service facilities located in Seoul, Korea. SPSS 18 and Lisrel 8.54, confirmatory factor analysis, and structural equation modeling (SEM) were used to test hypotheses. The results revealed that cleanliness had a significantly direct impact on users′ satisfaction and an indirect impact on loyalty and reuse in public service facilities. Easy layout (easy access) was also found to be an essential factor for service quality and satisfaction. The findings also support the positive effects of comfort on perceived service quality and satisfaction. Although attractiveness was expected to be an indicator, the results failed to support a relationship between attractiveness and service quality or satisfaction.

Purpose– The purpose of this paper is to develop and test an integrated-process model/an index model by incorporating the antecedents and consequences of service quality in a higher education context.Design/methodology/approach– This research employed both qualitative and quantitative research methods. The data from three focus groups, conducted at an Australian University, generated key themes and their interrelationships. The theoretical model was then tested using the structural equation modelling (SEM) technique on a sample of 528 University students.Findings– The findings show that information (or marketing communications) and past experience are the antecedents of perceived service quality (PSQ). PSQ is a second order construct and has three dimensions: academic, administrative and facilities. The consequences of PSQ include trust, satisfaction, university-brand (UniBrand) performance and behavioural intentions. Overall, the results suggest a good validity of the model, and the nine path coefficients are found statistically significant.Originality/value– The model explains how service quality is formed, and how PSQ affects UniBrand and positive behavioural intentions overtime. This paper develops and validates three new constructs including information, past experience and UniBrand performance. In addition, it improves and validates other constructs including service quality, satisfaction, trust and behavioural intention. The paper also advances service quality literature and validates five hypothesised relationships between constructs that are relatively new in the service quality literature. Finally, this study validates a comprehensive three-tiered “integrated-process” model/an index model that includes antecedents, dimensions and consequences of service quality taking a University as a case. Universities aiming for a sustainable presence in a competitive global market and intending to enhance brand performance and attract and retain students are encouraged to consider this model and its implications.

As service providers increasingly employ AI-powered service agents (AISAs), concerns about how these interactions influence consumers' perceptions of service quality have grown. This study aims to analyze the effect of AI-powered service quality on customer satisfaction, specifically focusing on chatbots. Data were collected via a Google Forms survey from 113 MBA students and analyzed using SPSS for descriptive statistics and SmartPLS version 4.0 for assessing relationships between service quality dimensions and customer satisfaction. Descriptive analysis showed moderate levels of efficiency, anthropomorphism, and satisfaction, with lower scores for security. Availability received a high mean rating, suggesting a strong presence of resources. These findings indicate that while customers perceive moderate levels of efficiency, anthropomorphism, and satisfaction, improvements are needed in the security aspect of AI-powered services. The structural model assessment using PLS-SEM revealed that the availability of AI-chatbot services has the most significant positive relationship with customer satisfaction (path coefficient = 0.367, t-value = 3.997, p < 0.001). This highlights the importance of constant service availability for enhancing customer satisfaction. Anthropomorphism features also have a significant positive relationship with customer satisfaction (path coefficient = 0.252, t-value = 2.418, p < 0.01), emphasizing the positive impact of human-like interaction styles. Efficiency in AI-chatbot services similarly shows a significant positive relationship with customer satisfaction (path coefficient = 0.241, t-value = 2.348, p < 0.01). However, there is no significant positive relationship between security in AI-chatbot services and customer satisfaction. In conclusion, this study provides insights into key dimensions of AI-powered service quality and their impact on customer satisfaction, highlighting the need for improved security to enhance customer experiences.

Purpose Student loyalty in higher education sector helps college administrators to establish appropriate programs that promote, establish, develop and maintain successful long-term relationships with both current and former students. The purpose of this study is to propose the use of mediation model that links service quality and student loyalty via student satisfaction and test the direct and indirect effects of service quality on student loyalty with the mediation role of student satisfaction. Design/methodology/approach The study used survey research design and collected data from three oldest state universities in the state of Andhra Pradesh in India to find the relationships between service quality, student satisfaction and student loyalty in higher education sector using structural equation modeling. Findings This study tested the proposed research model and proved the mediator role of student satisfaction between service quality and student loyalty. Service quality has been found to be an important input to student satisfaction. The result also shows that while university provides no basis for differentiation among the constructs, age and gender play a major role in determining the different perceptions of students about the constructs investigated. Research limitations/implications The study focuses on student satisfaction, of which service quality is an important antecedent. Identification of other variables, besides service quality, is crucial to contribute to the overall student satisfaction. Similarly, it is just as critical to identify the other elements like value, image or institution reputation which may have direct impact on service loyalty. It would be more precise when the studies also consider the opinion of the students before joining the institute based on word of mouth of passed-out students and after finishing the course. Longitudinal studies to collect predictor and criterion variables before and after the course would be much stronger. Practical implications A clearer understanding of the relationship between service quality, satisfaction and loyalty that helps ensure the management to take better strategies to concentrate and improve the performance is aided by this study. It is interesting to note that the student loyalty is primarily affected by age and gender. This type of analysis helps to identify the target students who have high potential of defection. Social implications Higher education and their respective institutions seek to enhance socio-cultural and economic development to promote active citizenship by inculcating ethical values among students. The Indian higher education institutions are facing enormous issues related to quality in education. The changing nature and need of higher education services and an increase in competitive intensity necessitates higher performance levels in the realm of Indian higher education (universities). These can be achieved through a thorough understanding of the expectations of students and the importance placed by them on aspects found by the study such as teaching, administrative services, support services, hostel facilities, library and lab facilities and internationalization. Originality/value Previous studies have proved the mediation role of satisfaction between service quality and loyalty in marketing literature, but no significant studies have empirically tested the same in higher education sector. The service quality measurement in higher education is complex because of some unique features like customers’ (student) cognitive participation in the service process, the needs of the students being fulfilled by different parties, long-term and continuous services. The study contributes to the existing field of knowledge by providing support for the contention that student satisfaction performs a mediating role in the link between service quality and student loyalty in higher education sector.

PurposeThe purpose of the paper is to investigate the effects of service quality and service satisfaction on intention in a business‐to‐business setting.Design/methodology/approachThis research addresses three unanswered questions regarding satisfaction and service quality: the distinction between customer satisfaction and perceived service quality; their causal ordering; and their relative impact on intentions. The data were collected using a large survey of buyers in a business setting.FindingsThe data were analyzed using structural equation modeling. The results show that service quality has a larger impact on intentions than does customer satisfaction. The results also show that the effects of individual transactions on intentions are mediated by corresponding cumulative constructs.Research limitations/implicationsThe primary implications for theory include demonstrating the distinction between satisfaction and service quality; specifying, based on theory and logic, the causal ordering between transaction constructs and cumulative constructs, and between service quality and satisfaction; and assessing their relative impact on behavioral intentions.Originality/valueThe results show that one negative transaction outcome may not be sufficient to cause the customer to switch if the cumulative levels are sufficiently positive. Thus, a negative outcome may be discounted by the user if it is seen as a unique occurrence. However, a series of successive negative transaction outcomes may cause the cumulative constructs to become less positive, resulting in lower intentions to repurchase from the same supplier.

Private car users’ transition to regular use of public transport can potentially contribute to reducing traffic congestion and environmental impact. However, public transport service quality and satisfaction research has predominantly focused on regular public transport users and often lumps private car users with motorcycles and other private transport users. This aggregation overlooks the distinct motivations, behaviors, and attitudes characterizing each group. Consequently, the specific perceptions and unique factors influencing the decision of private car users to use public transport remain underexplored. This study focuses exclusively on private car users who also use public transport in Ghana. It explores their perception of three key factors influencing public transport use: perceived service quality, satisfaction, and attitudes. These factors were measured using structural equation modeling. Additionally, perceived service quality was measured as a second-order construct, and the moderating effect of demographics on the association between satisfaction and perceived service quality was also explored. The findings demonstrate that perceived service quality significantly affects satisfaction, attitude and public transport usage. Furthermore, safety and security are the most crucial predictors of perceived service quality for car users. Gender plays a vital role in how improvements in perceived service quality affect satisfaction, with female car users being more sensitive to changes in perceived service quality. The study provides theoretical and practical insights for policymakers, transport authorities and operators, which can improve and encourage car users to consider regular use of public transport.

Purpose -In many industries, perceived service value is found to be a signifi cant mediator between perceived service quality and customer satisfaction and loyalty.Therefore, this paper aims to test a conceptual model of perceived service value with its antecedents, such as perceived price and perceived service quality, and consequences, customer satisfaction and loyalty, in the retail banking industry.Design/Methodology/Approach -For the empirical study, a measurement instrument was developed and tested for validity and reliability.Measures were assessed with exploratory factor analysis (EFA), confi rmatory factor analysis (CFA) and structural equation modeling (SEM).A structural model with fi ve refl ective constructs was evaluated to test direct and indirect relationships among constructs.Findings and implications -Results confi rm a mediating role of perceived value in relationships between perceived price, perceived service quality, customer satisfaction, and customer loyalty in the case of retail banking services.Limitations -Because the results are directly relevant only to customers and marketing managers of retail banking services, generalizations of the fi ndings beyond the immediate population observed should be made with caution. SažetakSvrha -U različitim granama djelatnosti percipirana vrijednost usluga istaknuta je kao značajan medijator između percipirane kvalitete usluga te zadovoljstva i odanosti korisnika.Stoga je svrha ovoga

The aim of the present study is to test the positive effect of private labels in the service sector on perceptions of service quality (the SERVQUAL dimensions) and service satisfaction. A total of 200 health club and 200 coffee shop/restaurant customers completed the study questionnaire. Overall, perception of the private label had a positive effect on service satisfaction through the mediation of perceptions of service quality. The impact of private label perception on service quality and satisfaction was stronger in the coffee shop/restaurant subsample. Service providers should consider implementing private branding strategies as a way to reinforce perceptions of service quality.