The purpose of this study is to investigate university students’ perception of service quality and satisfaction in a developing country to guide quality improvement.
The study uses a quantitative survey design. A new instrument has been developed to measure student perceived service quality. Data was collected from 182 undergraduate students enrolled in a five-year BEd course at the one University of Education in Myanmar.
A significant gender difference was found only in one of the service quality dimensions, hostel facilities. There was a significant difference in student satisfaction in the year of study. Apart from cafeteria and hostel facilities, students’ perceived-level of service quality was significantly different. All service quality dimensions were significantly correlated with student satisfaction. Significant relationships were found among intention to leave the university, trust in management and overall satisfaction with the university.
This study uses data collected from undergraduate students studying at the one University of Education in Myanmar.
The study adds on to the service quality literature on higher education in developing countries, specifically in Myanmar. The students’ perceived service quality dimensions resulting from this study can be applied by universities to evaluate their performance.
The research findings presented in this paper fill the gap in the existing literature by providing empirical knowledge on service quality measurement and student satisfaction in the higher education context. The study is among the first studies of students’ perception of service quality and satisfaction in Myanmar.
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