Malaysian Private Education Quality: Application of SERVQUAL Model
Intense competition among existing private education providers and the Malaysian government’s relaxation of regulations for allowing international universities to open off shore campuses in Malaysia, have forced companies in the education industry to develop strategies which can help them to make...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Canadian Center of Science and Education
2013
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| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/74/1/Malaysian%20Private%20Education%20QualityApplication%20of%20SERVQUAL%20Model.pdf http://eprints.intimal.edu.my/74/ http://www.ccsenet.org/journal/index.php/ies/issue/view/771 |
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| Summary: | Intense competition among existing private education providers and the Malaysian government’s relaxation of
regulations for allowing international universities to open off shore campuses in Malaysia, have forced
companies in the education industry to develop strategies which can help them to make their existing students
satisfied and keep them loyal to the brand.
This paper, studied the impact of five factors of service quality (responsiveness, reliability, empathy, assurance,
tangibility) on students’ satisfaction at private universities and colleges. For this purpose 431 questionnaires
were collected from different private education providers in Malaysia. The results indicated that tangibility has
an influence on satisfaction followed by empathy; responsiveness and assurance have a direct and positive effect
on students’ satisfaction. However, reliability has not shown any impact of students’ satisfaction. |
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