EFFECT OF SERVICE QUALITY ON STUDENTS’ SATISFACTION IN TANZANIA HIGHER EDUCATION

Robert Galan Mashenene

Abstract


This study examined the effect of service quality (SQ) dimensions on the students’ satisfaction in higher education in Tanzania. A cross sectional questionnaire survey involving 200 students was conducted at the college of Business Education, Dodoma Campus. A SERVQUAL Model with five SQ dimensions; tangibles, reliability, responsiveness, empathy and assurance was adopted in this study. To estimate the overall SERVQUAL index score, the difference of perceptions and expectations (P – E) was computed and finally the scores for each SQ dimension were summed and divided by five. Binary Logistic Regression Model was used to estimate the effect of SQ dimensions on students’ satisfaction. The results show that the SQ index of all SQ dimensions and the overall SERVQUAL index was negative implying that the SQ was negative. The regression results indicate that tangibles, reliability, empathy and assurance have negative effect on students’ satisfaction. The study recommends that the college management needs to improve tangibles, reliability, empathy and assurance in order to minimize students’ dissatisfaction toward SQ of education services offered by the College of Business Education, Dodoma Campus.


Keywords


SERVQUAL Model, Satisfaction, Higher Education.

Full Text:

PDF

References


Arokiasamy, A. R. A. and Abdullah, A. G. (2012). Service Quality and Students’ Satisfaction at Higher Learning Institutions: A Case Study of Malaysian University Competitiveness. International Journal of Management and Strategy (IJMS), 3(5), 1-16.

Cochran, W. G. (1977). Sampling techniques (3rd ed.). John Wiley and Sons, New York. 96pp.

Daniel, C. N. and Berinyuy, L. R. (2010). Using SERVQUAL Model to assess Service Quality and Customer Satisfaction. Thesis for Award of Master Degree of the Umea School of Business. 76pp.

Green, P. (2014). Measuring Service Quality in Higher Education: A South African Case Study. Journal of International Education Research 10(2): 131-142.

Gruber, T., Fub, S., Voss, R. and Glaeser-Zikuda (2010). Examining student satisfaction with higher education services: using a new measurement tool. International Journal of Public Sector Management, 23 (2), 105 - 123.

Hasan, H. F. A., Ilias, A., Rahman, R. A. and Razak, M. Z. A. (2008). Service Quality and Student Satisfaction: A Case study at Private Higher Education Institutions. International Business Research 1(3): 163-175.

Johns, N. (1999). What is this thing called service? European Journal of Marketing, 33(9/10), 958-973.

Lugumiliza, P. S. (2012). The Interface between United Nations and External Forces in the Democratic Republic of Congo During the 1999-2009 Period. Thesis for Award of PhD Degree at University of Dodoma, Dodoma, Tanzania. 118pp.

Pallant, J. (2011). SPSS Survival Manual: A Step by Step Guide to Data Analysis Using SPSS for Windows. 4rd ed. Open University Press, McGraw Hill, New York, United States. 335pp.

Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1998). A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Spring, 64(1), 12-40.

Mashenene, R. G. (2016). Socio-cultural Determinants of Entrepreneurial Capabilities among the Chagga and Sukuma Owned Small and Medium Enterprises in Tanzania. Thesis for Award of PhD Degree at Sokoine University of Agriculture, Morogoro, Tanzania. 274pp.

Mbise, E. R. (2015). Students’ Perceived Service Quality of Business Schools in Tanzania: A Longitudinal Study. Quality Issues and Insights in the 21st Century, 4(1), 28 – 44.

Mbise, E-R. and Tuninga, R. S. J. (2013). The Application of SERVQUAL to Business Schools in an Emerging Market: The Case of Tanzania. Journal of Transnational Management, 18(2), 101-124. DOI: 10.1080/15475778.2013.782238.

Multon, K. and Coleman, J. (2010). Coefficient Alpha. in Neil J. Salkind (Ed.), Encyclopedia of Research Design. SAGE Publications, Inc, Thousand Oaks, CA, Califonia, United States. pp. 160-164.

Mwongoso, A. J., Kazungu, I. and Kiwia, R. H. (2015). Measuring Service Quality Gap in Higher Education Using SERVQUAL Model at Moshi University College of Cooperative and Business Studies (MUCCoBS). Implications for Improvement. International Journal of Economics, Commerce and Management 3(6): 298-317.

Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, 41-50.

Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.

Salkind, N. J. (Ed.). (2010). Encyclopedia of Research Design. SAGE Publications, Inc , Thousand Oaks, CA, Califonia, United States. 1776pp.

Shah, F. T. (2013). Service Quality and Customer Satisfaction in Higher Education in Pakistan. Journal of Quality and Technology Management, 9(2), 73-89.

Temba, M. L. (2013). The Assessment of Service Quality and Customer Satisfaction using SERVQUAL Model. A Case Study of Tanzania Telecommunications Company Limited (TTCL). Dissertation for the Award of Master Degree in Business Administration of the Open University of Tanzania. 76pp.


Refbacks

  • There are currently no refbacks.


Copyright (c) 2019 Business Education Journal