A look at university student service quality and satisfaction
Quality Assurance in Education
ISSN: 0968-4883
Article publication date: 18 May 2021
Issue publication date: 27 September 2021
Abstract
Purpose
The purpose of this study is to investigate university students’ perception of service quality and satisfaction in a developing country to guide quality improvement.
Design/methodology/approach
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.
Findings
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.
Research limitations/implications
This study uses data collected from undergraduate students studying at the one University of Education in Myanmar.
Practical implications
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.
Originality/value
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.
Keywords
Citation
Htang, L.K. (2021), "A look at university student service quality and satisfaction", Quality Assurance in Education, Vol. 29 No. 2/3, pp. 101-115. https://doi.org/10.1108/QAE-09-2020-0108
Publisher
:Emerald Publishing Limited
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