Main Article Content

Abstract

The present study explores the effect on student satisfaction and student loyalty of higher education service quality dimensions. Ensuring quality improvement and implementation of strategies for the tertiary education sector has become critical. Moreover, the study also tests the mediating impact of university reputation and external prestige between university service quality and satisfaction and loyalty. Data has collected through a structured questionnaire from a sample of 390 graduate and undergraduate students of two public universities in Bangladesh. The study reflects that the performance on service quality dimensions of selected public universities is not satisfactory. The study results have shown that Teaching, Support services, Library and lab facilities, and internationalization significantly influence student satisfaction except for Administrative service and Hostel facilities. Teaching, Administrative Services, Library and lab facilities, and internationalization significantly influence student Loyalty. The mediating analysis has shown that student satisfaction partially mediates between service quality and student loyalty. The study results have also indicated that university reputation and external prestige partially mediate between service quality and student satisfaction and loyalty. The previous studies which measure service quality of Bangladeshi higher educational institutions have applied the SERVQUAL model, which is not suitable for an educational institution. However, this study has applied a higher education service quality model uniquely developed to measure higher educational institutions' service quality.

Keywords

University Service Quality Student Satisfaction Student Loyalty Public Universities Bangladesh

Article Details

How to Cite
Hasan, M., & Hosen, M. Z. (2020). University Service Quality: The Impact of Student Satisfaction and Loyalty in Public Universities of Bangladesh. International Journal of Asian Education, 1(3), 135-146. https://doi.org/10.46966/ijae.v1i3.46

References

  1. Abdullah, F. (2006). Measuring service quality in higher education: HEdPERF versus SERVPERF. Marketing Intelligence & Planning, 24(1), 31–47. https://doi.org/10.1108/02634500610 641543.
  2. Abu Rashed Osman, D., Sarkar, J. B., & Islam, E. M. S. (2017). Revisiting Student Satisfaction Through SERVQUAL: Private Tertiary Education Perspective. British Journal of Education, 5(11), 119-137.
  3. Aminuzzaman, S. M. (2011). Quality issues of higher education in Bangladesh. Journal of General Education, 1(1), 1–15.
  4. Anderson, E.W., and Sullivan, M.W. (1993), The Antecedents and Consequences of Firms' Customer Satisfaction. Marketing Science, Vol. 12 No. 2, pp. 125-43.
  5. Annamdevula, S and Bellamkonda, R.S. (2016) The effects of service quality on student loyalty: the mediating role of student satisfaction. Journal of Modelling in Management, Vol. 11 Issue: 2, pp.446-462, https://doi.org/10.1108/JM2-04-2014-0031
  6. Asaduzzaman, Hossain, M. Rahman, M (2013). Service Quality and Student Satisfaction: a Case Study on Private Universities in Bangladesh. International Journal of Economics, Finance, and Management Sciences I (3): 128-135
  7. Athiyaman, A. (1997). Linking Student Satisfaction and Service Quality Perceptions: The Case of University Education. European Journal of Marketing, 31(7), 528-540.
  8. Bemowski, K. (1991). Restoring the pillars of higher-education. Quality progress, 24(10), 37-42.
  9. Carvalho, S. W., &Mota, M.de O. (2010). The Role of Trust in Creating Value and Student Loyalty in Relational Exchanges between Higher Education Institutions and Students. Journal of Marketing for Higher Education, 20, 145–165.
  10. DeShields, O. W. Jr., Kara, A., &Kaynak, E. (2005). Determinants of Business Student Satisfaction and Retention in Higher Education. International Journal of Educational Management,19(2), 128–139.
  11. Dutton, J. E., Dukerich, J. M., & Harquail, C. V. (1994). Organizational Images and Member Identification. Administrative Science Quarterly, 39(2), 239–263. https://doi.org/10.2307/2393235
  12. Fares, D., & Kachkar, O. (2013). The Impact of Service Quality, Student Satisfaction, and University Reputation on Student Loyalty: A Case Study of International Students in IIUM, Malaysia. Information Management and Business Review, 5(12), 584–590. https://doi.org/10.22610 /imbr.v5i12.1091
  13. Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
  14. Harvey, L., and Green, D. (1993). Defining quality, Assessment, and Evaluation in Higher Education. Vol. 18 No. 1, pp. 9-34.
  15. Hill, F. M. (1995). Managing Service Quality in Higher Education: The Role of the Student as the Primary Consumer. Quality Assurance in Education.
  16. Jiewanto, A., Laurens, C., & Nelloh, L. (2012). Influence of service quality, university image, and student satisfaction toward WOM intention: A case study on Universitas Pelita Harapan Surabaya. Procedia-Social and Behavioral Sciences, 40, 16–23
  17. Lim, D (1999), Quality Assurance in Higher Education in Developing Countries, Assessment & Evaluation in Higher Education. 24:4, 379-390, DOI: 10.1080/0260293990240402
  18. Mamun-ur-Rashid, M., & Rhman, M. Z. (2017). Quality of higher education in Bangladesh: Application of a modified SERVQUAL model. Problems of Education in the 21st Century, 75(1), 72.
  19. Maringe, F., & Mourad, M. (2012). Marketing for Higher Education in Developing Countries: Emphases and omissions. Journal of Marketing for Higher Education, 22(1), 1–9. https://doi.org/10.1080/08841241.2012.719297
  20. Martha-Martha, N. G., & Priyono, İ. (2018). The Effect of Service Quality on Student Satisfaction and Student Loyalty: An Empirical Study. Journal of Social Studies Education Research, 9(3), 109-131.
  21. Marzo-Navarro, M., Pedraja-Iglesias, M. and Rivera-Torres, M.P. (2005), Measuring Customer Satisfaction in Summer Courses. Quality Assurance in Education, Vol. 13 No. 1, pp. 53-65.
  22. Oldfield, B. M. & Baron, S. (2000). Students' Perception of Service Quality in the U.K. University Business and Management Faculty. Quality Assurance in Education, 8 (2), 85-95.
  23. O'Neill, M.A., and Palmer, A. (2004), Importance-Performance Analysis: a Useful Tool for Directing Continuous Quality Improvement in Higher Education. Quality Assurance in Education, Vol. 12 No. 1, pp. 39-52.
  24. Owlia, M.S., and Aspinwall, E.M. (1997), TQM in higher education – a review. International Journal of Quality & Reliability Management, Vol. 14 No. 5, pp. 527-43
  25. Rojas-Méndez, J. I., Vasquez-Parraga, A. Z., Kara, A. L. I., &Cerda-Urrutia, A. (2009). Determinants of Student Loyalty in Higher Education: A Tested Relationship approach in Latin America. Latin American Business Review, 10(1), 21-39.
  26. Rouf, A., Rahman, M., & Uddin, M. (2016). Students’ satisfaction and service quality of HEIs. International Journal of Academic Research in Business and Social Sciences, 6(5), 2222–6990.
  27. Sanjai K. Parahoo, Heather L. Harvey &Rana M. Tamim (2013) Factors Influencing Student Satisfaction in Universities in the Gulf Region: Does the Gender of Students Matter?, Journal of Marketing for Higher Education, 23(2), 135-154, DOI: 10.1080/08841241.2013.860940
  28. Smidts, A., Pruyn, A. H., & van Riel, C. B. M. (2001). The Impact of Employee Communication and Perceived External Prestige on Organizational Identification. Academy of Management Journal, 42, 1051–1062.
  29. Sung, M., & Yang, S. U. (2008). Toward the Model of University Image: The Influence of Brand Personality, External Prestige, and reputation. Journal of Public Relations Research, 20(4), 357-376.
  30. Wallin Andreassen, T., & Lindestad, B. (1998). Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, 9(1), 7–23. https://doi.org/10.1108/09564239810199923