Students’ Perceptions of Service Quality in a Private Higher Education Institution (HEI)

Wong, Jing Yi (2019) Students’ Perceptions of Service Quality in a Private Higher Education Institution (HEI). Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Main objective of this dissertation is to measure and compare the perception and satisfaction of students towards the service quality provided in a private higher education institution (HEI). It is important to understand the satisfaction of students and make an improvement to the existing performance of the service quality. This study attempts to examine the relationship between service quality dimensions and overall service quality (tangibility, responsiveness, reliability, assurance and empathy) and student satisfaction. First, literature review provides a theoretical background to the study which serves to enhance and consolidate knowledge base is established. Literature Review is carried to understand the differences between services and product also the definition of service quality. Besides, the measurement model or methods for this study are being identified. After the conduction of Literature Review, follows by Research Methodology chapter, the satisfaction theory is also explained, and the understanding will be applied into the result of the findings. Then, research methodology that describing the ways to approach in data collection is formulated. Questionnaire surveys are chosen to collect the data from a private higher education institution (HEI) located in Kuala Lumpur, Malaysia. The data is then analysed using Excel spreadsheet and SPSS software. At the last of the chapter, understanding of satisfaction will be discussed and finding is used to formulate the recommendation. In order to achieve high level of student’ satisfaction in a private higher education institution (HEI) it is important to understand the satisfaction of students and make improvement to the existing performance.