The Impact of Service Quality on Student Satisfaction and Behavioral Consequences in Higher Education Services - TI Journals

Abstract

Abstract: Delivering a high level of service quality is critically important as a means of generating and maintaining loyal customers. That is, exceptional levels of service quality lead to satisfied customers that may recommend the product or service to their friends, The purpose of this paper is to analyze the influence of Perceived service quality, perceived value ,Image on student satisfaction, and determine the consequences of student satisfaction in Syrian universities, In order to accomplish the objectives proposed ,a model reflecting the influence of Perceived service quality, perceived value ,Image on student satisfaction, and reflecting the relationship between satisfaction and behavioral consequences, the model is tested by structural equations and the final sample is 280 students, the findings Show that image has a positive effect on student satisfaction, and the satisfaction has a positive effect on student loyalty ,and negative effect on student complaint, if higher education institutions have to compete through student satisfaction, It is proven by this paper that the construct which most influences student satisfaction in higher education is the image construct ,also it is proven that if the student satisfaction rises, the loyalty will increase and complaint will decrease. Several studies have shown that, in general, students satisfaction is important to attract and retain customers, also the concept of student satisfaction is relativity new concept in Syrian universities Therefore, the research findings can be used by universities in enhancing the level of student satisfaction.