Education Quality Process Model and Its Influence on Students’ Perceived Service Quality

Abstract

Service quality has become an important topic in the services marketing literature because it affects the cost,profitability, customer satisfaction, and customer retention (Buzzell & Gale, cited in Buttle, 1996; Bolton &Drew, 1991; Reichheld & Sasser, 1990). As such, it is crucial to identify the determinants of the students’perceived service quality in higher education. The aim of this research is to investigate the determinants ofstudents’ perceived service quality for a private higher education institution in Malaysia, based on the processmodel of education quality. A total of 458 undergraduate business students from a private university in Malaysiaparticipated in this research. The research found that quality of librarians, staff responsiveness from the Divisionof Examinations and Awards, curriculum, amount of recreational activities, and the process model of educationquality are positively related to the students’ perceived service quality.