Service Quality Management Dimensions and Its Effect on The Students’ Satisfaction: An Empirical study Amongst Secondary Schools in Pakistan
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(1) * Muhammad Naveed Jabbar
University Utara Malaysia
Malaysia
(2) Fauzi Hussin University Utara Malaysia
Malaysia
(3) Khalid Javeed Assi University Utara Malaysia
Malaysia
(*) Corresponding Author
Abstract
Because the cost of attracting the fresh customers is much advanced than cost of retaining current and old customers, possession on students’ satisfaction has become scorching debate in modern era. Service quality management plays its vital role for this concern. This current research paper aims to highlight the concepts of service quality management dimensions and its effect on students’ satisfaction. In this study, the dependent variable was students’ satisfaction that measured by the independent variable service quality. The secondary school students of public and private education institutions were the population of this study in Punjab Pakistan. Random sampling approach applied for the delimitation of the population. Sample was 727 students (public 345, private 382). Five point Likert scale used in questionnaire for the collection of data. This study adopted from Parasuraman’S SERVEQUAL dimensions model (1991). The test applied for analysis: Descriptive analysis, Factor analysis, independent sample t-test and Pearson Correlation. The findings of the study show that the quality of the public secondary schools was better as compare to private school. The correlation was resulted between .7 to .8, It shows that there was a significance effect of service quality management on students’ satisfaction. The paper provides the guidance for sort out the most effective factors about the customers’ satisfaction regarding service quality. This research study will prove as a stepping-stone for the development of the managerial strategies. It will also helpful for educational leaders, policy makers and head of the department for the development of quality education.
References
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[33] Sapri, M., Kaka, A. & Finch, E. (2009).'Factors that Influence Student’s Level of Satisfaction with Regards to Higher Educational Facilities Services,' Malaysian Journal of Real Estate, 4(1). 34:51.
[34] Seymour D.T. (1992).On Q: Causing quality in higher education. New Jersey: Macmillan Publishing Company.
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[36] Tahar, E. B. M. (2008). "Expectation and Perception of Postgraduate Students for Service Quality in UTM," Thesis, Unpublished.
[37] Tian, R. G. & Wang, C. H. (2010)."Cross- Cultural Customer Satisfaction at a Chinese Restaurant: The Implications to China Foodservice Marketing," InternationalJournal of China Marketing, 1 (1).62-72.
[38] Usman, A. (2010). "The Impact of Service Quality on Students’ Satisfaction in Higher Education Institutes of Punjab," Journal of Management Research, 2 (2).
[39] Wani, I., & Mehraj, H. (2014). Total Quality Management in Education: An Analysis. International Journal of Humanities and Social Sciences Invention, 3(6), 71-78.
[40] Yousapronpaiboon, K. (2014). SERVQUAL: Measuring higher education service quality in Thailand. Procedia-Social and Behavioral Sciences, 116, 1088–1095.
[41] Zeithaml. V. A. (2000). "Service Quality, Profitability, and the Economic Worth of Customers: What We Know and what We Need to Learn," Journal of the Academy of Marketing Science, 28 (1), 67-85.
[42] Zeshan, A., Afridi, T., & Khan, S. M. (2010). Assessing service quality in business schools: implications for improvement. The 3rd International Conference on Assessing Quality in Higher Education, December 6-8, 2010, Lahore – Pakistan, 220-232.
[2] Alves, H. &Raposo M (2010). The Influence of University Image on Students’ Behavior, International Journal of Educational Management. 24 (1): 73-85.
[3] Arokiasamy, L., Ismail, M., Ahmad, A. and Othman, J. (2007).Background of Malaysian private institutions of higher learning and challenges faced by academicians.The Journal of International Social Research, 2(5): 60-67.
[4] Aydin, S., Ozer, G., and Arasil, O. (2005).Customer loyalty and the effect of switching costs as a moderator variable.Marketing Intelligence and Planning, 23(1): 89-103.
[5] Awan, A.G., & Zia, A. (2015). Comparative analysis of Public and Private educational institutions:A case study of district Vehari-Pakistan. Journal of Education and Practices, 6(16), 122-131.
[6] Brady, M. K., & Cronin Jr, J. J. (2001). Some new thoughts on conceptualizing perceived service quality : a hierarchical approach. Journal of marketing, 65(3), 34-49.
[7] Brown, R., and Mazzarol, T. (2009).The importance of institutional image to student satisfaction and loyalty within higher education.Higher Education, 58(1): 81-95.
[8] Chitty, B., and Soutar, G.N. (2004). Is the European customer satisfaction index model applicable to tertiary education?.Proceedings of the Australian and New Zealand Marketing Academy Conference, Wellington, New Zealand.
[9] Chui, T. B., & bin Ahmad, M. S. (2016). Evaluation of Service Quality of Private Higher Education Using Service Improvement Matrix. Procedia-Social and Behavioral Sciences, 224, 132-140.
[10] Crosby, L.A., Evans, K. R., & Cowles, D. (1990) Relationship quality in services selling: an interpersonal influence perspective. The journal of marketing,54(3), 68-81.
[11] Fornell, C. (1992). A national customer satisfaction barometer: the Swedish experience. The journal of marketing, 56(1), 6-21.
[12] Gharakhani, D., Rahmati, H., Farrokhi, M.R., & Farahmandian, A. (2013). Total Quality Management and Organizational Performance. American Journal of Industrial Engineering, 1(3), 46-50. http://doi.org/10.1269/AJIE-1-3-2.
[13] Gronroos C. (1994). From Marketing Mix to Relationship Marketing.Management Decision, 32 (2): 4-20.
[14] Gruber, T., Fuß, S., Voss, R. & Glaser-Zikuda, M. (2010). "Examining Student Satisfactionwith Higher Education Services Using a New Measurement Tool," International Journal of Public Sector Management, 23 (2). 105-123.
[15] Hamidullah, M. (2009). Analysis of Quality Indicators of Higher Education in Pakistan. Retrieved from www.intconfhighered.org dated 22-09-2011.
[16] Hansemark, O. C., &Albinsson, M. (2004). Customer satisfaction and retention: the experiences of individual employees. Managing Service Quality, 14(1), 40-57.
[17] Ilias, A., Hasan, H. F. A., Rahman, R. A. &Yasoa, M. R (2008). "Student Satisfaction and Service Quality: Any Differences in Demographic Factors?," International Business Research, 1(4). 131:143.
[18] Hoffman K.D., and Bateson, J.E.G. (1997).Essentials of Service Marketing. United States of America: GoergeProvol.
[19] Kerlin, C. (2000). Measuring Student Satisfaction with the Service Process of Selected Student Educational Support Services at Everett Community college, Doctor of Philosophy, Oregon State University.
[20] Kotler, P. & Clarke, R.N. (1987). "MarketingFor Health Care Organizations," Englewood Cliffs, NJ: Prentice-Hall.
[21] Kotler, P. (1991). Marketing management: Analysis, planning, implementation, and control. Englewood Cliffs, NJ: Prentice Hall.
[22] Kotler, P. (2000). Marketing Management. NJ: Prentice Hall.
[23] Martensen, A., Grønholdt, L., Eskildsen, J., and Kristensen, K. (2000).Measuring Student Oriented Quality in Higher Education: Application of the ECSI Methodology. Proceedings of the Higher Education Institutions and the Issue of Total Quality, Verona.
[24] Moshavi, D. (2004). He said, she said: Gender Bias and Customer Satisfaction with-phone based Service Encounters. Journal of Applied Social Psychology, 34(1), 162-176.
[25] Munteanu, C., Ceobanu C., Bobâlca C., and Anton, C. (2010).An Analysis of Customer Satisfaction in a Higher Education Context.International Journal of Public Sector Management, 23(2): 124 -140.
[26] National Education Policy 2016-Lahore Voices of Citizens and Youth. (2016).
[27] Navarro, M. M., Iglesias, M. P. & Torres, P. R. (2005a). "A New Management Element ofUniversities: Satisfaction With the Courses Offered," International Journal ofEducation Management, 19 (6). 505- 526.
[28] Oliver, R. L. (1981). Measurement and Evaluation of Satisfaction Process in retail settings.Journal of retailing, 57(3), 25-46.
[29] Petruzzellis, L., D’Uggento, A. M. &Romanazzi, S. (2006). Student Satisfaction and Quality of Service in Italian Universities, Managing Service Quality, 16 (4).349-364.
[30] Rasool, M. (2010). A Comparative Study of Quality Assurance Practices in Public and Private Universities. Institute Education and Research University of the Punjab. Lahore.
[31] Saeed (2014). A comparative study of quality assurance strategies adopted by public and private colleges in Punjab.
[32] Sallis, E. (2014). Total quality management in education. Routledge.
[33] Sapri, M., Kaka, A. & Finch, E. (2009).'Factors that Influence Student’s Level of Satisfaction with Regards to Higher Educational Facilities Services,' Malaysian Journal of Real Estate, 4(1). 34:51.
[34] Seymour D.T. (1992).On Q: Causing quality in higher education. New Jersey: Macmillan Publishing Company.
[35] Sultan, P., and Wong, H.Y. (2010). Service quality in higher education–a review and research agenda. International Journal of Quality and Service Sciences, 2(2): 259-272.
[36] Tahar, E. B. M. (2008). "Expectation and Perception of Postgraduate Students for Service Quality in UTM," Thesis, Unpublished.
[37] Tian, R. G. & Wang, C. H. (2010)."Cross- Cultural Customer Satisfaction at a Chinese Restaurant: The Implications to China Foodservice Marketing," InternationalJournal of China Marketing, 1 (1).62-72.
[38] Usman, A. (2010). "The Impact of Service Quality on Students’ Satisfaction in Higher Education Institutes of Punjab," Journal of Management Research, 2 (2).
[39] Wani, I., & Mehraj, H. (2014). Total Quality Management in Education: An Analysis. International Journal of Humanities and Social Sciences Invention, 3(6), 71-78.
[40] Yousapronpaiboon, K. (2014). SERVQUAL: Measuring higher education service quality in Thailand. Procedia-Social and Behavioral Sciences, 116, 1088–1095.
[41] Zeithaml. V. A. (2000). "Service Quality, Profitability, and the Economic Worth of Customers: What We Know and what We Need to Learn," Journal of the Academy of Marketing Science, 28 (1), 67-85.
[42] Zeshan, A., Afridi, T., & Khan, S. M. (2010). Assessing service quality in business schools: implications for improvement. The 3rd International Conference on Assessing Quality in Higher Education, December 6-8, 2010, Lahore – Pakistan, 220-232.
Published
2020-04-30
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Section
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Copyright (c) 2020 Muhammad Naveed Jabbar, Fauzi Hussin, Khalid Javeed Assi
This work is licensed under a Creative Commons Attribution 4.0 International License.
