Service Quality of a Public University in Saudi Arabia

Norizan Mohd Kassim ； Naima Bogari ； Mohamed Zain

《Journal of e-Learning & Higher Education》 2013卷 (2013/11) Pp. b1-18

https://doi.org/10.5171/2013.954273

並列摘要

This study investigated the discrepancy between students' service expectations and their perceptions of the service performance in a college of business in one of the public universities in Saudi Arabia. Using the SERVQUAL instrument, this study collected data from 166 students. To test the dimensionality of the instrument, all 22 items were analysed using oblique rotation and varimax rotation, which resulted in a two-dimensional solution explaining 61.2 per cent of the variance. Overall, with the exception of one statement, more than 61 per cent of the statements pertaining to the college were rated to be on the positive side. However, further analysis using the paired samples t-test indicated that the faculty members and the college itself were not currently meeting their service quality expectations. In addition to that one-way repeated measures ANOVA tests confirmed the significant differences in perceptions of service quality among the students. Student expectations are highest in the area of access and empathy. These results suggest that the college should undertake significant efforts in faculty education in the area of service quality and customer satisfaction. This includes increasing the number of female faculty members. From the managerial perspective, it is very important that the faculty members and the college measure service quality continuously. In fact, service quality and student satisfaction are important factors in retention. This study is delimited to one small sample of students of the college. Future study that can assess continuous performance using a larger sample should be conducted.

並列關鍵字

continuous improvement ； SERVQUAL ； satisfaction ； retention