Abstract
The present study explores the effect on student satisfaction and student loyalty of higher education service quality dimensions. Ensuring quality improvement and implementation of strategies for the tertiary education sector has become critical. Moreover, the study also tests the mediating impact of university reputation and external prestige between university service quality and satisfaction and loyalty. Data has collected through a structured questionnaire from a sample of 390 graduate and undergraduate students of two public universities in Bangladesh. The study reflects that the performance on service quality dimensions of selected public universities is not satisfactory. The study results have shown that Teaching, Support services, Library and lab facilities, and internationalization significantly influence student satisfaction except for Administrative service and Hostel facilities. Teaching, Administrative Services, Library and lab facilities, and internationalization significantly influence student Loyalty. The mediating analysis has shown that student satisfaction partially mediates between service quality and student loyalty. The study results have also indicated that university reputation and external prestige partially mediate between service quality and student satisfaction and loyalty. The previous studies which measure service quality of Bangladeshi higher educational institutions have applied the SERVQUAL model, which is not suitable for an educational institution. However, this study has applied a higher education service quality model uniquely developed to measure higher educational institutions' service quality.
Highlights
In the educational sector, various researchers consider service quality because of its relevance and performance
The results indicate that perceived quality of service and student satisfaction does not directly translate into student loyalty, but rather indirectly through the mediation of trust and dedication
The results indicated that SERVQUAL positively impacted student satisfaction and university image, impacting the positive WOM Intention
Summary
Various researchers consider service quality because of its relevance and performance. Quality in higher education is a complex and multi-faceted concept. No single definition or theory can capture the essence of 'quality' in the higher education sector. In this modern era, multiple groups of stakeholders are well concerned about service quality in the higher education sector (Marzo-Navarro et al, 2005). The higher education sector (e.g., skilled human resource, ethical citizen, research works, and many more) contributes to economic and social development. Universities are in a continuous race to ensure quality education for their students (Carvalho&Mota, 2010; DeShields, Kara, &Kaynak, 2005). Tertiary institutions had to be concerned regarding how their students feel about their educational
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