Service Quality in Higher Education Based on Students’ Perspectives

Abstract:

This study investigated quality service delivery in higher education based on students' perspectives. The study aimed to determine whether students' expectations of service quality in higher education significantly differed from what they experienced and whether their experience of service quality predicted their satisfaction and loyalty. Four hundred and twenty first-year students were sampled from two public universities to participate in the study. The data gathering instrument used in the study was the students' evaluation of service quality questionnaire. Analysis was done using descriptive statistics and structural equation modeling techniques. Results showed that the average mean score of prior expectations of university service quality was significantly higher than the average mean score of experience, suggesting that what students expected of university service quality was higher than what they experienced. The results also indicated that students' experiences of service quality had a significant direct effect on their satisfaction levels. Students' levels of satisfaction in turn, significantly and positively predicted their loyalty. The results further indicated that students' service quality experience had an indirect (mediated by satisfaction) significant and positive effect on loyalty. Higher education authorities are encouraged to improve service quality, which is a critical way to enhance students' satisfaction and, for that matter, their loyalty and stay intentions.