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The role of self-service technology and graduates’ perceived job performance in assessing university service quality

Lovemore Chikazhe (Chinhoyi University of Technology, Chinhoyi, Zimbabwe)
Thomas Bhebhe (Chinhoyi University of Technology, Chinhoyi, Zimbabwe)
Brighton Nyagadza (Marondera University of Agricultural Sciences and Technology, Marondera, Zimbabwe)
Edmore Munyanyi (Chinhoyi University of Technology, Chinhoyi, Zimbabwe)
Tricia Singizi (Chinhoyi University of Technology, Chinhoyi, Zimbabwe)

Quality Assurance in Education

ISSN: 0968-4883

Article publication date: 13 October 2022

Issue publication date: 28 February 2023

421

Abstract

Purpose

This paper aims to investigate how graduates’ perceptions of self-service technology and perceived job performance can be used to assess university service quality. Also, this study examines the mediating role of perceived job performance on the effect of university service quality on graduates’ satisfaction and loyalty.

Design/methodology/approach

A quantitative methodology was adopted where university graduates’ perceptions of self-service technology and job performance were used to assess the level of the university’s service quality. Through a cross-sectional survey, data were collected from 280 university graduates employed in Chinhoyi town, Zimbabwe, during the period between August and December 2021.

Findings

This study’s findings indicate that self-service technology influences university service quality which in turn impacts on graduates’ perceived job performance, satisfaction and loyalty. Graduates' perceived job performance was also found to partially mediate the effect of university service quality on satisfaction and loyalty among graduates.

Research limitations/implications

This study’s results are instrumental to enable university’s management in developing economies to adopt and improve self-service technologies as this enhances university service quality and graduates’ perceived job performance, satisfaction and loyalty.

Originality/value

This paper provides new insights, that is, the incorporation of graduates’ perceptions of self-service technology and job performance in assessing the university’s service quality. This research further clarifies the function of graduates’ perceived job performance in mediating the effect of university service quality on graduate satisfaction and loyalty. This study further adds to our understanding of tools, criteria and methods for assuring university service quality.

Keywords

Citation

Chikazhe, L., Bhebhe, T., Nyagadza, B., Munyanyi, E. and Singizi, T. (2023), "The role of self-service technology and graduates’ perceived job performance in assessing university service quality", Quality Assurance in Education, Vol. 31 No. 2, pp. 263-280. https://doi.org/10.1108/QAE-03-2022-0080

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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