Concept Of Service Quality Research Articles

Endomarketing, calidad de servicio y gerencia en el sector educativo

This paper offers an approach to endomarketing, service quality and mana- gement in the educational sector in our country. It explains the trends, strate- gies and context of endomarketing, then it articulates the concept of service quality and endomarketing in the context of the educational sector; it also provides an approach to internal marketing and its external impact on the ac- tivities carried out by educational institutions, finally its importance in educational management, in increasing resources and brand value, through the sense of belonging, motivation and incentives.

Dimensions of Healthcare Quality Services Gaps in the Ghanaian Private Health Sector– An Overview of Concepts, Antecedents and Associated Literature

The concept of service quality gap (SQG) is the difference between client’s intrinsic expectations and perceived quality of services delivered which may be positive gap (where services delivered exceeded expectations) or negative gap (where services delivered were expectations) due to weakened inner system processes This paper focuses on the review of concepts, antecedents and associated literature related to healthcare service quality gaps. Customer satisfaction antecedent is prima facie service quality. Therefore a measurement of service quality becomes the fulcrum of establishing customer satisfaction or the gap of it. Healthcare service quality dimensions of measurement have an omnibus classification into the functional quality and technical quality. While technical quality ( Curing quality) in the health care sector refers primarily to the technical accuracy of the medical diagnoses and procedures or the conformance to standard operating medical procedures or professional specifications, functional quality engenders the ‘ How’ or manner or caring quality of service delivery to patients (Lam, 1997). It outlines the research work of notable scholars and academic in the area of healthcare service quality and the generic concept of general service quality. A cross-sectoral overview and historical perspective and service quality gap were highlighted. We also examine contexts both core and tangential to the discourse and provide insights into health services in Ghana and private healthcare givers as well as SERVQUAL critiques and their justification Keywords: Healthcare, Quality, Services, Gaps, Concepts, Antecedents, SERVQUAL, Critiques

Dimensions of Healthcare Quality Services Gaps in the Ghanaian Private Health Sector– An Overview of Concepts, Antecedents and Associated Literature

The concept of service quality gap (SQG) is the difference between client’s intrinsic expectations and perceived quality of services delivered which may be positive gap (where services delivered exceeded expectations) or negative gap (where services delivered were expectations) due to weakened inner system processes This paper focuses on the review of concepts, antecedents and associated literature related to healthcare service quality gaps. Customer satisfaction antecedent is prima facie service quality. Therefore a measurement of service quality becomes the fulcrum of establishing customer satisfaction or the gap of it. Healthcare service quality dimensions of measurement have an omnibus classification into the functional quality and technical quality. While technical quality ( Curing quality) in the health care sector refers primarily to the technical accuracy of the medical diagnoses and procedures or the conformance to standard operating medical procedures or professional specifications, functional quality engenders the ‘ How’ or manner or caring quality of service delivery to patients (Lam, 1997). It outlines the research work of notable scholars and academic in the area of healthcare service quality and the generic concept of general service quality. A cross-sectoral overview and historical perspective and service quality gap were highlighted. We also examine contexts both core and tangential to the discourse and provide insights into health services in Ghana and private healthcare givers as well as SERVQUAL critiques and their justification Keywords: Healthcare, Quality, Services, Gaps, Concepts, Antecedents, SERVQUAL, Critiques

A Review of Methodological Approaches and Modeling Techniques in Service Quality Evaluation of Surface Transportation during the Last Decade

During the duration of the last decade, a growing interest has been noticed among transport practitioners and researchers to better understand the concept of service quality in the field of surface transportation and identify important service quality (SQ) attributes of different transportation services since these results have implications for transport managers. Due to advancements in computer technology and the availability of software packages, researchers are better able to extract meaningful results from passengers’ opinions collected through stated preference surveys and communicate their findings to transport managers looking to ameliorate SQ to boost ridership on a limited budget. Since the concept of SQ is itself complex owing to the nature of the service itself compared to a tangible product and characteristics of SQ attribute, different advanced modelling techniques based on multivariate analysis, machine learning, and artificial intelligence paradigms have become popular tools among researchers. This paper aims to summarize the trends of the SQ research in the field of surface transportation during the last decade with a focus on the methodological approaches and modelling techniques and delineate future directions for research in this field.

Coronavirus (COVID-19) and Online Studying Cas’s Study Alasala University KAS Law School

The first quarter of 2020 is one of the most difficult times for the region and whole world. Wherethe epidemic (COVID-19) invaded the world and thus affected many aspects of human aspects: interms of low industrial production, the global economy stopping work, and educational aspects closedto students. All educational institutions modified their academic assessments, and then educationalprograms were modified during this period. As stakeholders and management of higher educationinstitutions do not have another option is to take advantage of Internet and new technologies, andtherefore go to online learning to continue academic activities at all levels of education around theregion and the whole world.The study aims at assess whether students in KSA, especially Alasala University in general, and inparticular the College of Law, if they are satisfied with the “group” online learning experience in highereducation institutions, therefore, the study used an online survey to investigate the level of satisfactionwith online learning and how students adapt to these “new initiatives”.The study undertakes a case study of a law school within a leading university such as Alasala, which hasimplemented a quality system. The study reviews the development of the quality system and examinesthe concept of service quality in law education. The aim of this study is to address the paucity of servicequality research in law education in this region. Empirical research is used to determine the factorsthat influence student evaluation of service quality. With data collected from 664 students, the studyidentifies six factors that influence students’ evaluations of service quality. Research implications of thestudy are then discussed. The study results indicate that the implementation of online learning programswas a very impressive idea as the majority of students included in the sample supported the initiative.

Konsep Mutu Penjaminan dan Mutu Pelayanan Pendidikan Islam

This journal aims to provide an explanation of the concept of quality assurance and service quality in the field of education. Educational institutions must be able to carry out quality mechanisms properly so that these institutions can provide quality as expected and always strive to improve the quality that has been achieved. Quality is determined by two factors, namely the fulfillment of predetermined specifications and the fulfillment of the expected specifications in accordance with the needs and needs of previous customers. Among them are quality in reality and quality in perception.

EMOTIONAL INTELLIGENCE AND SERVICE QUALITY OF FACILITATORS’ INDONESIA HUMAN RESOURCES DEVELOPMENT AGENCY (HRDA)

The model which was widely known and describes the concept of service quality is the Service Quality (SERVQUAL) model proposed by Parasuraman et al (1985). However, this model has a limitation, because its application merely for service providers in the business sector, not for service providers in the public sector and service providers in the education sector. In education sector, facilitators are always involved in interpersonal interaction with the training participants. Some researchers agree to uncover the relationship between the emotional intelligence of service providers and service quality. Based on the literature review, there are limited studies in the field of education and training of the Civil Service Apparatus, especially regarding the relationship between emotional intelligence and service quality. Thus, this study aims to reveal the effect of facilitators’ emotional intelligence on service quality with respondents from participants of Basic Education and Training (Diklatsar), Leadership Education and Training 3 (Diklatpim 3), and Leadership and Education Training 4 (Diklatpim 4) at HRDA Province. This study uses quantitative methods. The sample size in this study was 462 people who were collected through a survey with a purposive sampling technique. The data analysis technique used is SEM through a two-stage approach. The results showed that the facilitators’ emotional intelligence of HRDA of Central Java, East Java, West Java, Jakarta, Banten, Central Sulawesi, and North Sumatera Provinces, had a significant positive effect on the quality of service with social awareness as the indicator with the highest effect.

Kvantitativna analiza emocionalnog doživljaja gostiju u restoranima Opatijske rivijere

U ekonomiji doživljaja ljudi više ne kupuju proizvode i usluge, nego iskustva koja im pružaju snažne emocionalne i iskustvene reakcije. Iako se koncepti kvalitete usluga i zadovoljstva klijenta istražuju niz godina, i dalje se nalaze u fokusu znanstvenih i stručnih istraživanja. Međutim, malo je radova koji mjere i istražuju emocionalni doživljaj gostiju u restoranima. Stoga je cilj ovoga rada iscrpno analizirati dosadašnja istraživanja koja se bave ovim konceptima i razviti instrument DINEXPE za mjerenje emocionalnog doživljaja gostiju u restoranu. U tu svrhu razvijen je upitnik koji se sastoji od 35 varijabli, a u analizi prikupljenih podataka primijenjene su metode statističke analize. Uzorak čini 195 gostiju restorana koji su posjetili astronomski festival u Lovranu (Opatijska rivijera) u travnju 2018. godine. Rezultati ovoga istraživanja pomoći će voditeljima restorana u hrvatskom turizmu, pa i šire, u razumijevanju svojih gostiju te u dizajniranju kvalitete usluga koja će biti u skladu s njihovim očekivanjima.

ANTECEDENT OF CUSTOMER SATISFACTION WITH IMPACT OF LOGISTICS SERVICE QUALITY, E-PAYMENT THROUGH MODERATING ROLE OF INFORMATION AND COMMUNICATION TECHNOLOGY

Purpose: Customer Satisfaction is the top priority in all business sectors, so the effect of different variables was evaluated on customer satisfaction which is taken as the dependent. Independent variable is e-Payment, Logistic Service Quality, and e-Traceability. Moderating Role was studied of the Use of ICT (Information and Communication Technology).
 Methodology: This research was carried out on the logistic companies of major cities of Pakistan, including Islamabad, Peshawar, Lahore, and Karachi. The data was cross-sectional in nature and with the involvement of different geographical locations, data collection took a longer time. 400 questionnaires were distributed among the workers of logistic firms in the above-mentioned big cities of Pakistan. Only 298 responses were acquired out of which 258 were workable. Data were analyzed using SPSS-23.
 Main Findings: Findings reveal that the moderating role of ICT is insignificant on the relationship between e-Payment and Customer Satisfaction and the use of ICT enhances the Service Quality of Logistics and Customer Satisfaction. The beneficiary of the current research would be the logistics firms of Pakistan as it encompasses different aspects influencing logistic customer satisfaction. Logistic service quality is directly linked to the customer, so the current study can benefit the logistic firm in how to retain customers and ultimately how to increase profitability.
 Implications/Applications: Current research also describes the utilization of Information and Communication Technology so organizations can design their system according to the modern framework of technology.
 Novelty/Originality of this study: This research study is based on different logistic services of major cities of Pakistan. The direct impact of independent variables on a dependent variable will be studied along with the moderating effect of Use of ICT on the direct relationships. The practice of logistic services has been changed due to the emergence of the concept of service quality and relationship marketing. Traditionally, logistics has been thought to be a bridge between production and consumption.

The Cloud-edge-based Dynamic Reconfiguration to Service Workflow for Mobile Ecommerce Environments

The emergence of mobile service composition meets the current needs for real-time eCommerce. However, the requirements for eCommerce, such as safety and timeliness, are becoming increasingly strict. Thus, the cloud-edge hybrid computing model has been introduced to accelerate information processing, especially in a mobile scenario. However, the mobile environment is characterized by limited resource storage and users who frequently move, and these characteristics strongly affect the reliability of service composition running in this environment. Consequently, applications are likely to fail if inappropriate services are invoked. To ensure that the composite service can operate normally, traditional dynamic reconfiguration methods tend to focus on cloud services scheduling. Unfortunately, most of these approaches cannot support timely responses to dynamic changes. In this article, the cloud-edge based dynamic reconfiguration to service workflow for mobile eCommerce environments is proposed. First, the service quality concept is extended. Specifically, the value and cost attributes of a service are considered. The value attribute is used to assess the stability of the service for some time to come, and the cost attribute is the cost of a service invocation. Second, a long short-term memory (LSTM) neural network is used to predict the stability of services, which is related to the calculation of the value attribute. Then, in view of the limited available equipment resources, a method for calculating the cost of calling a service is introduced. Third, candidate services are selected by considering both service stability and the cost of service invocation, thus yielding a dynamic reconfiguration scheme that is more suitable for the cloud-edge environment. Finally, a series of comparative experiments were carried out, and the experimental results prove that the method proposed in this article offers higher stability, less energy consumption, and more accurate service prediction.

АСПЕКТИ ЯКОСТІ ГОТЕЛЬНИХ ПОСЛУГ

Abstract. The article defines the concept of hotel service quality as a set of properties and characteristics of hotel services, formed by the relationship of all stakeholders in their provision, potentially or actually able to most effectively meet the established and expected needs of customers. Comparison of requirements for hotel categories set by standards of different countries: Criteria 2015-2020 HotelStars system, The Diamond standard, National rating Quality mark from TGCSA, State Russian system and Ukraine DSTU 4269: 2003 showed a certain obsolescence and irrelevance of the requirements of the National standard for certain criteria. In addition, DSTU 4269: 2003 does not have a block of quality indicators.In Ukraine in 2019, 131 hotels were inspected for compliance with the National Standard, which is three times more than the previous year (43 in 2018), most of which were set the category of «4 stars» – 48. The leader in the total number of surveyed hotels is the Kiev region – 34 hotels. The Kiev region is also the leader in the number of hotels, which were awarded the category of «3 stars» – 14 hotels and «4 stars» – 13 hotels in 2019. According to the number of hotels, which were awarded «5 stars», the leader was the Odessa region – 8 hotels in 2019 received this status mainly in the city of Odessa.The choice of hotel services quality aspects is a priority in its evaluation. The author proposes to expand the list of criteria according to the SERVQUAL methodology and to assesses the hotel services quality in terms of materiality, tangibility, reliability, safety, responsiveness, cogency, speed, empathy, accessibility, flexibility, guarantees, strategic quality management and quality control.Each of the 12 quality aspects is revealed by a set of individual quality indicators and determined by a comprehensive indicator, will calculate the integrated level of hotel services qua-lity, assess indicators in dynamics and in comparison with other hotels, and in the future assess the readiness of hotels to reach the international level.Keywords: quality, hotel, service, aspect, standard, category

Quality cooperation and retail service supply chain model selection: based on the perspective of service quality concerns

PurposeIn the new retail era, the supply chain synergy produced by quality integration has become the new direction of service supply chain research. The purpose of this paper is to study how to promote the sustainable development of the retail service supply chain (RSSC) by comparing and analyzing the optimal quality behavior, optimal returns, and the combination of conditions and strategies of the participating members of the RSSC.Design/methodology/approachFrom the perspective of quality function development and service quality concern, this paper considers RSSC as a two-level supply chain structure composed of functional service provider and retail service integrator. In this paper, a dynamic optimization model of quality input-cooperation-coordination of RSSC is proposed under two quality cooperation modes of decentralization and integration. This paper adopts the differential game method to compare and analyze the optimal quality behavior, optimal income, forming conditions and strategic combination of the participating members of the RSSC in different situations.Findings(1) Compared with quality dispersion, quality integration has more significant Pareto improvement effect on quality behavior and optimal revenue of RSSC. (2) In the case of quality integration, the optimal revenue obtained by the service sharing model is generally better than that obtained by the retail alliance collaboration model. (3) Benefit distribution ratio and quality cost allocation determine the optimal quality behavior of participating members of the RSSC, and also become the key factors for participating members to choose the collaborative mode in the case of quality integration.Originality/valueBased on the quality function development of RSSC, this paper introduces the concept of steady service quality, and discusses the relationship between the quality cooperation stability and the mode selection of RSSC. This provides a theoretical basis for how to build a RSSC with efficient operation and stable quality.

Konaklama İşletmelerinde Hizmet Kalitesinin Davranışsal Niyetlere Etkisinde Algılanan Otel İmajının Aracılık Rolü (Mediation Role of Hotel Image Perceped in the Effect of Service Quality in Behavioral Intention in Hospitality Management)

Purpose – Associated with the globalization,the concepts of service quality, image, behavioral intentions have become important for the tourism enterprises in the environment of rapidly growing and competitive in the tourism sector. Within this scope, the study aimed to determine the mediating role of the perceived hotel image in the effect of the perceived service quality of the employees in the accommodation establishments on their behavioral intentions. Design/methodology/approach – The research population consists of a hundred and eleven 4 or 5 stars hotel establishments operating in Istanbul. A total of 270 questionnaires were evaluated in the surveys conducted according to random sampling. In the study, the perceived service quality scale (SERVQUAL) which was used by Parasuraman, Zeithaml, and Berry (1988) was used as adapted by Kayaman and Arasli (2007). In addition, behavioral intentions scale in the study of Clemes, Wu – Hu and Gan (2009) and the perceived hotel image scale in Lee’s (2003) study were used. “ANOVA, t-test” was carried out to determine whether there is a significant difference between the quality of service, behavioral intentions and hotel image perception of the participants included in the research and individual characteristics and the position studied,’’Turkey Test’’ was carried out to see between which groups the diffirence occured. Hierarchical regression analysis was conducted to reveal the mediating role of the hotel image in the effect of service quality on behavioral intentions, which is the main purpose of the research. Findings – Within the framework of the obtained results, it was determined that service quality has a statistically significant effect on behavioral intentions, and there is a significant interections between service quality perception and hotel image. In addition to this, the effect between the hotel image tool parameter and the behavioral intentions dependent parameter was found to be significant. Moreover, as a result of obtained findings, the mediating role of the hotel image in the effect of service quality, which is the aim of the research, on behavioral intentions was revealed. Discussion – Employees' perception of service quality, behavioral intentions and hotel image perception, which are thought to provide a competitive advantage to the accommodation business, should be taken into consideration.

Exploring the Determinants of Relationship Quality in Retail Banking Services

The rapid change in the financial market has led to a shift to relationship marketing, which emphasizes relationships with existing customers rather than creating new ones. Therefore, to achieve competitive advantage in the market, assessing service quality and relationship quality has become an important tool for financial institutions. The widely applied five dimension model has shown problems of dimensions overlapping and blurring with each other, which results in the lack in providing the marketer with practical administrative implications. Therefore, a three dimensional model, composed of interaction quality, physical environment quality and outcome quality, that could be applied in general to various service industries and, at the same time, categorized into service quality dimensions that are not ambiguous for marketers to manage has been utilized. As a result, in the case of Korean consumers, interaction quality, physical environment quality, and outcome quality were shown to have positive effects on customer satisfaction and customer loyalty. For Brazilian consumers, physical environment quality and outcome quality were shown to have positive effects on customer satisfaction and customer loyalty. Also, a median effect of customer satisfaction was found. This paper reviews the concept and dimensions of service quality and relationship quality, as well as verifying the structural relationship between the two variables through empirical analysis. Through the results of the analysis, the paper compares the differences between two distinctive countries and present theoretical and academic implications.

Port service quality (PSQ) and customer satisfaction: an exploratory study of container ports in Vietnam

Purpose This study aims to investigate the concept of port service quality (PSQ) and examine its influence on customer satisfaction in the container port sector in Vietnam. Despite the importance of the maritime industry in which port is a critical sector in the national economy, there has been no research so far which examines what PSQ entails and how it affects customer satisfaction in the context of Vietnam. Design/methodology/approach Following a literature review, a conceptual model of PSQ and its influence on customer satisfaction was proposed. A survey questionnaire was then developed and piloted with senior executives who are working in various container shipping lines and logistics companies in Vietnam. The questionnaire was first designed in English and then refined through the process of translation and back-translation to ensure language non-discrepancies. The survey was administered to 200 members of Vietnam Shipowners’ Association, Vietnam Logistics Associations and Vietnam Shippers’ Council. By the cut-off date, 108 questionnaires were received, in which 99 valid replies were used for further analysis. Findings Results from this study reveal that PSQ is a construct of 4 factors and 16 items, and that enhanced PSQ will positively influence customer satisfaction, in which the outcomes of port service performance and its image would have the greatest impact. Interestingly, most items relating to social and environmental responsibility were dropped, and this result is expected in the context of a developing country like Vietnam. Originality/value Findings from this research may enhance port managers’ understanding on areas of PSQ to improve so as to meet and exceed their customers’ satisfaction.

Value-in-use and service quality: do customers see a difference?

PurposeThe definition of value adopted by the current service perspective on marketing theory is value as value-in-use. Surprisingly, however, little attention has been given to the question of what constitutes value-in-use for customers in service contexts? Therefore, the aim of this study is to provide an empirical account of value-in-use from service customers' point of view.Design/methodology/approachTo capture and analyze customers' experiences of value-in-use in the typical service context of retail banking, this study employed a narrative-based critical incident technique (CIT) and a graphical tool called the value chart.FindingsThe study identified seven empirical dimensions of positive and negative value-in-use: solution, attitude, convenience, expertise, speed of service, flexibility and monetary costs. Interestingly, these value-in-use dimensions overlap considerably with previously identified dimensions of service quality.Research limitations/implicationsThe concepts of service quality and value-in-use in service contexts seem to represent the same empirical phenomenon despite their different theoretical traditions. Measuring customer-perceived service quality might therefore be a good proxy for assessing value-in-use in service contexts.Practical implicationsAs the findings indicate that service quality is the way in which service customers experience value-in-use, service managers are recommended to focus on continuous quality management to facilitate the creation of value-in-use.Originality/valueThis study is the first to explicitly raise the notion that in the minds of service customers, value defined as value-in-use and service quality may represent the same empirical phenomenon.

PENGARUH NILAI PELANGGAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS NASABAH BANK DAERAH LAMONGAN (BDL)

The concept of service quality, customer satisfaction and service loyalty are related to one another. The relationship between customer value and loyalty is also influenced by product characteristics and purchasing patterns. If the purchase is a routine activity, it is likely that the customer will be loyal to the brand / company. This study analyzes the pattern of relationships between variable values ​​of product attribute performance, level of satisfaction (adequate and desired) and customer loyalty of the Bank Daerah Lamongan. Insidential randomized data was collected from 1364 savings customers and analyzed using the Lisrel 8.30 program. The results of the analysis show that: The value of the aribut performance of savings services received by customers has a significant and positive effect on the level of adequate satisfaction and the level of satisfaction desired. Adequate satisfaction and desired satisfaction levels have a significant and negative effect on customer loyalty in the Bank Daerah Lamongan. This is because the expectations that customers want cannot be fulfilled by attribute performance, resulting in customer dissatisfaction with the attributes. Which exists. Variable level of satisfaction is a mediator and moderator variable for the relationship between Value and loyalty. Also found was a significant and positive direct relationship between value and customer loyalty. As a result of the dissatisfaction with the performance attributes of customers' savings services, customer loyalty is reduced. Factors that have the greatest influence (dominant) on the level of adequate and satisfactory satisfaction are variable staff professionalism in carrying out their duties.

A Literature Review: Which Regulation is Feasible for Assessing User Satisfaction with Terminal Services?

Three different studies have discussed regulations ofthe assessment of user satisfaction levelswith terminal services. Based on the assumption that the terminal attributes derived from regulations are accurate, this study aims to analyze the content of the regulations, compare them, and analyzeterminal user satisfaction as assessed by previous studies. Content analysis of the literature is conducted. The results reveal that among the user satisfaction survey regulations from the Minister of Administrative and Bureaucratic Reform Regulations of 16/2014 and 25/2004 and the service standard regulations from the Minister of Transportation Regulation of 40/2015, the most feasible regulation for the assessment of user satisfaction is the Minister of Transportation Regulation of 40/2015. This regulation does not regulate satisfaction assessment but can be used as a basis for assessments of user satisfaction with terminal services. All of the stipulated service standards can be classified as accurate terminal service attributes. Therefore, improvements can be made by including a requirement for satisfaction assessments. Through the incorporation of the service quality concept, such improvement could establish this regulation as a basis for reputable studies of satisfaction assessments. Another result reveals that the literature on the assessment of terminal user satisfaction based on the Minister of Transportation Regulation of 40/2015 reports that users are satisfiedwith the terminal attributes of reliability, convenience, affordability and equity, but they are unsatisfied with the attributes ofsafety and security. Thus,terminals should implement maximal regulation of service standards. Assurance of terminal securitycould increase user satisfaction.

Measuring internal service quality: the case of the Greek public higher education institutions

Purpose The purpose of this paper is to investigate the idea of internal service quality in public organizations. An attempt is made to determine the key elements that define the concept of internal service quality and to identify the factors that support the attainment of high levels of internal quality. Internal service quality refers to the quality of services offered between units and/or employees within an organization and achieving internal quality in public authorities can contribute to the sustainability of the public sector. Design/methodology/approach A survey was conducted among administrative staff of the publicly owned Greek Higher Education Institutions. The research instrument uses a three-level approach on internal service quality: individual, departmental and organizational. The model was tested using exploratory and confirmatory factor analysis. Findings Findings reveal a five-factor structure of internal service quality by adding the factors of interdepartmental quality and the human aspect of internal service provision. Analysis of the data suggests that internal service quality is dependent on the level of responsibility of the respondent’s job. Research limitations/implications There is evidence that the individual internal service quality factor needs to be enhanced with more items. In addition, in order to gain generalizable results, further research should be conducted in various types of public organizations. Originality/value This study examines a questionnaire that evaluates internal service quality and proposes a basic five-factor model for estimating this type of service quality. It also triggers the use of internal service quality theory within public sector organizations.

Mediation Starring role of Student’s Satisfaction in Open Distance Learning in Sri Lanka

In the education environment Students’ Perceived Service Quality (SQ), Satisfaction (SAT) and students’ favourable or unfavourable behaviour can be considered as significant factors of students’ retention and accomplishment of registered programmes with in their stipulated time. The Open Distance Learning (ODL) is widely spread and established flexible pedagogy system with the fast-growing technological enhancement. Year by Year the student population has been drastically increased but completion rate has uncovered a very challenging situation. The service quality concepts which were limited only for customer-based criteria have originated various service quality significant factors and models in education field also. The purpose of this paper is to find out the significant service quality factors by using the modified SERVQUAL dimensions and the relationship between PSQ, SAT and Behavioural Intention (BI). For this study independent variables are Assurance, Empathy, Reliability, Responsiveness, and Website Content and dependent variables are Students’ PSQ, SAT and BI. The population was undergraduate students who have registered for academic year 2013/2014. The valid sample consisted with 744 students. Data collection were done by using a self-administered questionnaire and survey method. The significant relationships revealed; PSQ with Reliability, Responsiveness and Website Content. Further Students’ PSQ with SAT, PSQ with BI and SAT with BI. It is concluded that there is a strong relationship between PSQ and SAT in the ODL environment and a mediated relationship. The variance extracted from the PSQ and SAT were 26% and BI was 43%. It is recommended to select more SQ variables and should increase the sample size for more accuracy in future study as longitudinal. The implications will contribute theoretically and managerially to formulate practical guidelines and necessary strategies to improve the students’ favorable behaviour mediated by the Students’ SAT and PSQ.