Service Quality and Satisfaction Among Postgraduate Students at Universiti Utara Malaysia

• Main Author: Hanaysha, Jalal R. M.
• Format: Thesis
• Language: English; English
• Published: 2011
• Subjects: HF5415.33 Consumer Behavior.
• Online Access: http://etd.uum.edu.my/2639/1/Jalal_R._M._Hanaysha.pdf; http://etd.uum.edu.my/2639/2/1.Jalal_R._M._Hanaysha.pdf; http://etd.uum.edu.my/2639/

Student satisfaction is a vital measure of service quality in educational institutions. Evaluating the university service quality provides an important feedback for the university to assess and develope its service to its students. Education institutions that looks for getting competitive advantage in the future, should search for innovative and effective methods to acquire, maintain and build stronger relationships with their students. The main purpose of this paper is to evaluate students' level of satisfaction toward the services provided by Universiti Utara Malaysia. Furthermore, It aims to determine if their is asignificant relationship between the five dimensions of service quality (tangibility, reliability, responsiveness, assurance and empathy) and students' satisfaction. This research was conducted using a set of questionnaire to 360 postgraduate students including local and international who are currently studying at Universiti Uatara Malaysia, whereby five Likert skale questionnaires used as an instrument to gather the relevant data and information. However, majority of students are satisfied with the facilities provided by the university. The findings of this study will provide the university with some solutions to enhance its performance and increase the number of its students. In general, the results indicated that the five dimensions of service quality were correlated with student satisfaction. Data were collected using survey method, whereby five Likert scale questionnaires will be used as the tool to collect the relevant data and information.