The Effect Of Service Quality On Student Satisfaction: Evidence From Private Universities In Addis Ababa, Ethiopia
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Date
2019-06
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Addis Ababa University
Abstract
Service quality is an essential element to get competitive advantage for service companies. Specifically, to higher education institutions, in addition to meeting the academic standards and getting accreditation, measuring students’ perception of service quality as primary customers of higher institution is vital to enhance the satisfaction of their students. In doing so, the institutions will be able to device ways to improve their service delivery and ensure students’ satisfaction. Student satisfaction is a key for creating a loyal student that would choose the university now and again and recommend to others which will contribute for building competitive advantage for the institution. This study analysed the service quality dimension that affects the student satisfaction by using the modified SERVPERF model fit to higher education using three students service quality dimensions namely, Requisite, Acceptable and Functional on a convenient sample of undergraduate distance students of two purposefully selected sample private Ethiopian Universities, among others offering distance education in Addis Ababa, Ethiopia. A self-administered questionnaire was employed, of which 360 valid responses collected, data was analysed using descriptive (Frequency and Percentage) as well as inferential statistics such as correlation and regression analysis. Given the scope and limitations of the study, findings revealed even if all of the service quality dimensions affect students’ satisfaction, the requisite service quality dimensions are very significant to the students. Therefore, providing a holistic view over all service quality dimensions, an emphasis should be given to the requisite service quality dimension to improve service quality and increase students’ satisfaction
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Keywords
Distance Education, Perception, Satisfaction, Service Experience