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Original Research

CASE STUDY ON FACTORS INFLUENCING STUDENTS’ SATISFACTION WITH SERVICE QUALITY IN A MALAYSIAN PRIVATE UNIVERSITY

GANESH. R 1, and KUAN BEE LING 2.

Vol 18, No 05 ( 2023 )   |  DOI: 10.17605/OSF.IO/S42BX   |   Author Affiliation: Senior Lecturer, Department of Marketing, Faculty of Business and Communications, INTI International University, Nilai, Malaysia 1; UCSI International School, No7 Jalan Springhill 3/1 Park Residence, Bandar Springhill, 71010, Lukut, Negeri Sembilan, Malaysia 2.   |   Licensing: CC 4.0   |   Pg no: 594-603   |   Published on: 16-05-2023

Abstract

In the concentration of satisfaction, developing a positive perception of the service quality offered is essential, which builds stronger relationships with students. This study attempts to investigate the possible factors that influence students' satisfaction in a private university in Kuala Lumpur, Malaysia. This study employed the performance variable of tangible, reliability, responsiveness, assurance, and empathy toward students' satisfaction. With the quantitative research approach, this study managed to collect students' perception information from 451 respondents who enrolled in a private university. The survey was managed with a 5-point Likert Scale questionnaire, and the data collected were analyzed with Statistical Package for Social Science (SPSS) version 21. The Pearson correlation coefficient was used to determine the relationship between the variables. The finding reveals that all five variables (tangibles, responsiveness, reliability, assurance, and empathy) have significant positive relationships with students' satisfaction. Arguably this study contributes to management decision-making in the aspect of having a better understanding of service quality will influence students' satisfaction. With these contexts, it is essential for private universities to improve on the required perceived service quality delivery for students' satisfaction and marketing return on investment.


Keywords

Service quality; tangibles; responsiveness; reliability; assurance; empathy; satisfaction