A Study On Students’ Expectations And Perceptions On The Service Quality Provided By The Government Linked Private Universities
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Date
2015-04
Authors
RAMAIYAH, ARIVALAN
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Abstract
This research was aimed to investigate the service quality provided by the government-linked private universities (GLPUs) in Malaysia. GLPUs in Malaysia, belongs to a unique segment group which is under public provision but privately financed. Service quality study on this segment is underdeveloped. Therefore, this study is relatively new in providing new insight on this segment. This research measures the expectation and perception of final year undergraduate students’ on the quality of services provided by the government-linked private universities in Malaysia. Five service quality dimensions were evaluated namely tangibles, reliability, responsiveness, assurance and empathy to determine the quality of services. This research applied SERVQUAL methods to analysis the quality of services provided by the government-linked universities. A pilot study was conducted to determine the validity of the items in the instruments with two focus group interviews. Quantitative analysis involved descriptive analysis, inferential statistics namely, ANOVA, T-test and Multiple Regressions. Among the five dimensions tested, the students indicated that reliability is the most important component to determine the service quality followed by tangibles, empathy, responsiveness and assurance. This study indicates that the gap between the perception and expectation is significantly high. The research revealed that students expect prompt service, appealing classrooms and campuses with modem classroom facilities and equipment. Some students place more emphasis on faculty and administrators' willingness to help students and maintaining error-free records.
The universities are advised to include service quality assessments in their efforts to be accountable for the effectiveness of their services. Based on the findings, it was recommended that all the five universities should take the customized efforts to modify and reduce the service quality gap that exist between the perception and expectation. First, alter the expectation of the so that the SERVQUAL gap is reduced by providing accurate information to the students. Secondly, improve the students’ perception through improvements of services on student’s feedback.
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A Study On Students’ Expectations And Perceptions On The Service Quality , Provided By The Government Linked Private Universities