The Correlation between Servqual Dimensions and Student Satisfaction

  • Nur Zihan Abd Rashid UNIVERSITI TEKNOLOGI MARA
  • Tuan Nur Athirah Nabilah Tuan Ismail UNIVERSITI TEKNOLOGI MARA
  • Bibianah Thomas UITM SABAH, KOTA KINABALU CAMPUS

Abstract

Service quality is a very crucial element in ensuring the competitiveness of various institutions. By having a good service quality, the reputation of the organization will enhance and thus become their added competitive advantage. In higher education institution, service quality is important to ensure the students whom are their primary stakeholders are able to have a good learning experience in which will then influence their satisfaction. The primary objective of this paper is to analyze the correlation between five elements in SERVQUAL dimensions (tangibility, reliability, responsiveness, assurance, empathy) and the student satisfaction. The questionnaires were distributed among the students in various faculties in UiTM Sabah by using convenience sampling technique and 250 questionnaires were managed to be collected for analysis. Overall, the result shows that the students are satisfied with service quality in UiTM Sabah. Specifically, all five SERVQUAL dimensions correlate with student satisfaction. Reliability, responsiveness and empathy dimensions have strong correlation with student satisfaction. Meanwhile, both tangibility and assurance have moderate correlation with student satisfaction. This study is hoped to contribute towards the new knowledge in the field of service quality especially in higher education institutions Future research is also proposed at the final section of this study to discover new findings from different perspectives of service quality.


Keywords: servqual; students’ satisfaction; service quality; higher education institution; service delivery.

Published
2021-10-31
How to Cite
ABD RASHID, Nur Zihan; TUAN ISMAIL, Tuan Nur Athirah Nabilah; THOMAS, Bibianah. The Correlation between Servqual Dimensions and Student Satisfaction. ADVANCES IN BUSINESS RESEARCH INTERNATIONAL JOURNAL, [S.l.], v. 7, n. 2, p. 7-19, oct. 2021. ISSN 2462-1838. Available at: <https://myjms.mohe.gov.my/index.php/ABRIJ/article/view/14909>. Date accessed: 02 dec. 2022. doi: https://doi.org/10.24191/abrij.v7i2.14909.
Section
Articles