University Students’ Perception of Quality: A Case of Bangladesh

Abstract

This paper explored the quality perception of university students of Bangladesh in terms of 57 quality dimensions. A total of 258 responses from both public and private universities with different demographics are considered using non-probability convenient sampling technique. The responses are found reliable and valid. The most important quality dimensions observed by the respondents are value for money, completeness, privacy, serviceability, performance, durability, accurate quantity, reliability, taste, sound, easy identification, and conformance. The very close to highly agreed attributes are quality certification, ease of use, responsiveness, timeliness, hygienic/cleanliness, accuracy, easy installation, competency, and accessibility and convenience. On the other hand, the least agreed quality dimensions as perceived by the respondents are appealing facilities, packaging/look, prestige, financial facilities, foreign good, advertisement, loyalty program, financially sound brand, CSR, celebrity endorsement. Of the 29 quality attributes of goods, the study identified good value, performance, serviceability, durability, reliability, sound, easy identification, conformance, taste, ease of use, easy set-up as the most important quality dimensions. Interestingly the students give less emphasis on natural and cognitive based quality attributes. On the other hand, of the 18 service quality attributes, the respondents found completeness, accuracy, cleanliness, timeliness, responsiveness, and accessibility & convenience as most important quality attributes. Further, of the ten quality constructs common to both service and manufacturing items the respondents identified privacy of information and quality certification as the most important. On the other extreme the least agreeable attributes are financially sound companies, CSR activity, and celebrity endorsement. Demography and ideography wise no significant difference is observed in the study.