THE PERFORMANCE OF SERVQUAL TO MEASURE SERVICE QUALITY IN PRIVATE UNIVERSITY
The increasing number of educational services has caused a high competition in this industry. In Indonesia, the number of private universities is the highest compared to state universities and other forms of higher education institutions. Ability to predict factors that are important in providing educational services to achieve student satisfaction and make them loyal to the university is highly necessary. In this study, we investigated the main factors of service quality that affect student satisfaction and loyalty by collecting data from 319 students from London School of Public Relation in Jakarta. Structural equation modeling (SEM) was employed to analyze the data through AMOS 24 statistical package. The findings indicated that the main factors influencing student satisfaction in private university are tangible and reliability consisting of: 1) comfortable lecture rooms, 2) adequate library facilities, 3) neat staff appearance, 4) non-discriminatory treatments provided by staff and lecturers, 5) high ability and knowledge provided by staffs and lecturers, and 6) appropriate academic services provided by the university. Student satisfaction with these factors would indirectly lead to loyalty to the university. Finally, service quality measurement through SERVQUAL was redundant as a model to measure the effect of service quality in educational service.
- Abdullah, F. (2006a) ‘The development of HEdPERF: a new measuring instrument of service quality for the higher education sector’, International Journal of Consumer Studies, Vol. 30, No. 6, pp. 569-581. http://dx.doi.org/10.1111/j.1470-6431.2005.00480.x
- Abdullah, F. (2006b) ‘Measuring service quality in higher education: HEdPERF versus SERVPERF’, Marketing Intelligence & Planning, Vol. 24, No. 1, pp. 31-47. https://doi.org/10.1108/02634500610641543.
- Abdullah, F. (2006c) ‘Measuring service quality in higher education: three instruments compared’, International Journal of Research & Method in Education, Vol. 29, No. 1, pp. 71-89. https://doi.org/10.1080/01406720500537445.
- Bolton, R.N. & Drew, J.H. (1991) ‘A longitudinal analysis of the impact of service changes on customer attitudes’, The Journal of Marketing, Vol. 55, No. 1, pp. 1-9. https://doi.org/10.2307/1252199.
- Browne, B.A., Kaldenberg, D.O., Browne, W.G. & Brown, D.J. (1998) ‘Student as customer: Factors affecting satisfaction and assessments of institutional quality’, Journal of Marketing for Higher Education, Vol. 8, No. 3, pp. 1-14. https://doi.org/10.1300/J050v08n03_01.
- Buttle, F. (1996) ‘SERVQUAL: Review, critique, research agenda’, European Journal of marketing, Vol. 30, No. 1, pp. 8-32. https://doi.org/10.1108/03090569610105762.
- Byrne, B. M., & Gavin, D. A. (1996) The Shavelson Model revisited: Testing for the structure of academic self-concept across pre-, early, and late adolescents. Journal of Educational Psychology, 88(2), 215. https://doi.org/10.1037/0022-06188.8.131.52.
- Chui, T.B. & bin Ahmad, M.S. (2016) ‘Evaluation of service quality of Private Higher education using service improvement matrix. Procedia-Social and Behavioral Sciences, 224, pp. 132-140. https://doi.org/10.1016/j.sbspro.2016.05.417.
- Clewes, D. (2003) ‘A student-centred conceptual model of service quality in higher education’, Quality in Higher Education, Vol. 9, No. 1, pp. 69-85. https://doi.org/10.1080/13538320308163.
- Cronin Jr, J.J. & Taylor, S.A. (1992) ‘Measuring service quality: a reexamination and extension’, The journal of marketing, pp. 55-68. https://doi.org/10.2307/1252296.
- Crosby, P.B. (1980) Quality is free: The art of making quality certain. New York: New American Library.
- Databoks. (2017) Berapa jumlah perguruan tinggi di Indonesia? [Online], Available: https://databoks.katadata.co.id/datapublish/2017/05/05/berapa-jumlah-perguruan-tinggi-di-indonesia [30 October 2017].
- de Jager, J. & Gbadamosi, G. (2013) ‘Predicting students' satisfaction through service quality in higher education’, The International Journal of Management Education, Vol. 11, No. 3, pp. 107-118. https://doi.org/10.1016/j.ijme.2013.09.001.
- DeShields Jr, O.W., Kara, A. & Kaynak, E. (2005) ‘Determinants of business student satisfaction and retention in higher education: Applying Herzberg's two-factor theory’, International journal of educational management, Vol. 19, No. 2, pp. 128-139. https://doi.org/10.1108/09513540510582426.
- Đonlagić, S. and Fazlić, S. (2015) ‘Quality assessment in higher education using the SERVQUALQ model’, Management: journal of contemporary management issues, Vol. 20, No. 1, pp. 39-57. Retrieved from https://hrcak.srce.hr/141588.
- El-Hilali, N., Al-Jaber, S. & Hussein, L. (2015) ‘Students’ satisfaction and achievement and absorption capacity in higher education’, Procedia-Social and Behavioral Sciences, Vol. 177, pp. 420-427. https://doi.org/10.1016/j.sbspro.2015.02.384.
- Gruber, T., Fuß, S., Voss, R. & Gläser-Zikuda, M. (2010) ‘Examining student satisfaction with higher education services: Using a new measurement tool’. International Journal of Public Sector Management, Vol. 23, No. 2, pp. 105-123. https://doi.org/10.1108/09513551011022474.
- Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L. (1998) ‘Multivariate data analysis’, Upper Saddle River, New Jersey: Prentice hall.
- Hasbullah, A. & Yusoff, W.Z.W. (2017) ‘A Framework Study of Service Quality on Higher Education Institution (HEI)’, The Social Sciences, Vol. 12, No. 6, pp. 925-931. Retrieved from http://docsdrive.com/pdfs/medwelljournals/sscience/2017/925-931.pdf.
- Manaf, N. H. A., Ahmad, K. & Ahmed, S. (2013) ‘Critical factors of service quality in a graduate school of Malaysia’. International Journal of Quality and Service Sciences, Vol. 5, No. 4, pp. 415-431. https://doi.org/10.1108/IJQSS-07-2012-0006.
- Hemsley-Brown, J. & Oplatka, I. (2006) ‘Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing’. International Journal of public sector management, Vol. 19, No. 4, pp. 316-338. https://doi.org/10.1108/09513550610669176.
- Hill, M.C. & Epps, K.K. (2010) ‘The impact of physical classroom environment on student satisfaction and student evaluation of teaching in the university environment’, Academy of Educational Leadership Journal, Vol. 14, No. 4, pp. 65. Retrieved from https://pdfs.semanticscholar.org/b1c7/9d8585d8cc3d7236dd798350f01af5e4399f.pdf.
- Hoque, K.E., Razak, A.Z.A., Othman, A.J., Mishra, P.K. & Samad, R.S.A. (2013) ‘Quality services as perceived by students of International and Public schools’, Life Science Journal, Vol. 10, No. 2, pp. 74-78. Retrieved from http://eprints.um.edu.my/9789/1/00005891_92949.pdf.
- Hox, J. J., & Bechger, T. M. (2007). An introduction to structural equation modeling. Family Science Review, Vol. 11, pp. 354-373. Retrieved from http://joophox.net/publist/semfamre.pdf.
- Kasiri, L.A., Cheng, K.T.G., Sambasivan, M. and Sidin, S.M. (2017) ‘Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty’. Journal of Retailing and Consumer Services, Vol. 35, pp. 91-97. https://doi.org/10.1016/j.jretconser.2016.11.007.
- Kitchroen, K. (2004) ‘Literature review: Service quality in educational institutions’, ABAC journal, Vol 24, No. 2.
- Kottler, P. & Keller, K.L. (2003) Marketing management. Analyse, Planung, Umsetzung und.
- Leonnard, L., Daryanto, H. K., Sukandar, D., & Yusuf, E. Z. (2013). The loyalty model of private university student, study case: stikom london school of public relation. International Journal of Information Technology and Business Management, Vol. 20, No. 1.
- Leonnard, L., Daryanto, H.K., Sukandar, D. & Yusuf, E.Z. (2015) ‘The Loyalty Model of Private University Student’, International Research Journal of Business Studies, Vol. 7, No. 1, pp. 55-68. https://doi.org/10.21632/irjbs.7.1.55-68.
- Leonnard, L. (2017). Measuring grocery stores service quality in indonesia: a retail service quality scale approach. Studies and Scientific Researches. Economics Edition, No. 26. http://dx.doi.org/10.29358/sceco.v0i26.397
- Lim, Y.M., Yap, C.S. & Lee, T.H. (2011) ‘Destination choice, service quality, satisfaction, and consumerism: International students in Malaysian institutions of higher education’. African journal of business management, Vol. 5, No. 5, pp. 1691. https://doi.org/10.5897/AJBM10.610.
- Marzo-Navarro, M., Pedraja-Iglesias, M. & Pilar Rivera-Torres, M. (2005) ‘Measuring customer satisfaction in summer courses’, Quality Assurance in Education, Vol. 13, No. 1, pp. 53-65. https://doi.org/10.1108/09684880510578650.
- Meesala, A. & Paul, J. (2016) ‘Service quality, consumer satisfaction and loyalty in hospitals: Thinking for the future’, Journal of Retailing and Consumer Services Vol. 40, pp. 261-269. https://doi.org/10.1016/j.jretconser.2016.10.011.
- Mustaffa, W.S.W., Ali, M.H., Bing, K.W. & Rahman, R.A. (2016) ‘Investigating the relationship among service quality, emotional satisfaction and favorable behavioral intentions in higher education service experience’, Procedia-Social and Behavioral Sciences, Vol. 224, pp. 499-507. https://doi.org/10.1016/j.sbspro.2016.05.426.
- Naidu, P. & Derani, N.E.S. (2016) ‘A comparative study on quality of education received by students of private universities versus public universities. Procedia Economics and Finance, Vol. 35, pp. 659-666. https://doi.org/10.1016/S2212-5671(16)00081-2.
- Oldfield, B.M. & Baron, S. (2000) ‘Student perceptions of service quality in a UK university business and management faculty’, Quality Assurance in education, Vol. 8, No. 2, pp. 85-95. https://doi.org/10.1108/09684880010325600.
- Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1988) ‘Servqual: A multiple-item scale for measuring consumer perception of service quality’, Journal of retailing, Vol. 64, No. 1, pp. 12. Retrived from https://www.researchgate.net/profile/Valarie_Zeithaml/publication/225083802_SERVQUAL_A_multiple-_Item_Scale_for_measuring_consumer_perceptions_of_service_quality/links/5429a4540cf27e39fa8e6531/SERVQUAL-A-multiple-Item-Scale-for-measuring-consumer-perceptions-of-service-quality.pdf.
- Pathmini, M.G.S. (2016) ‘Impact of service reliability on student satisfaction in newly established public sector universities in Sri Lanka: Perspective on undergraduates in management faculties’, International Journal on Global Business Management & Research, Vol. 5, No. 1, pp. 11. Retrieved from https://www.researchgate.net/profile/Pathmini_S/publication/295257431_Impact_of_Service_Quality_on_Students%27_Satisfaction_in_Newly_Established_Public_Sector_Universities_in_Sri_Lanka_Study_Based_on_The_Faculty_of_Management_Studies/links/56c8b94308aee3cee53d74cc/Impact-of-Service-Quality-on-Students-Satisfaction-in-Newly-Established-Public-Sector-Universities-in-Sri-Lanka-Study-Based-on-The-Faculty-of-Management-Studies.pdf.
- Pangkalan Data Pendidikan Tinggi (PDDIKTI), (2016) Statistik Pendidikan Tinggi 2014/2015. Jakarta: Kementerian Riset, Teknologi, dan Pendidikan Tinggi Republik Indonesia.
- Rama, C. (2016) ‘The new state of private universities in Latin America’, A Global Perspective on Private Higher Education, p. 229. https://doi.org/10.1016/B978-0-08-100872-0.00014-8.
- Rust, R.T. & Zahorik, A.J. (1993) ‘Customer satisfaction, customer retention, and market share’, Journal of retailing, Vol. 69, No. 2, pp. 193-215. https://doi.org/10.1016/0022-4359(93)90003-2.
- Stodnick, M. & Rogers, P. (2008) ‘Using SERVQUAL to measure the quality of the classroom experience’, Decision Sciences Journal of Innovative Education, Vol. 6, No. 1, pp. 115-133. https://doi.org/10.1111/j.1540-4609.2007.00162.x.
- Susanti, E., Sule, E.T. & Sutisna, H. (2015) ‘The impact of internal and external service quality (A case study among lecturers and students)’, Mediterranean Journal of Social Sciences, Vol. 6, No. 5, p. 77. https://doi.org/10.5901/mjss.2015.v6n5s5p77.
- Zammuto, R.F., Keaveney, S.M. & O'Connor, E.J. (1996) ‘Rethinking student services: assessing and improving service quality’, Journal of Marketing for Higher Education, Vol. 7, No. 1, pp. 45-70. https://doi.org/10.1300/J050v07n01_05.
- Zeithaml, V.A., Parasuraman, A. & Berry, L.L. (1985) ‘Problems and strategies in services marketing’, The Journal of Marketing, pp. 33-46. https://doi.org/10.2307/1251563.
- Zeithaml, V.A., Parasuraman, A. & Berry, L.L. (1990) Delivering quality service: Balancing customer perceptions and expectations, New York: Simon and Schuster.
Copyright (c) 2018 Journal on Efficiency and Responsibility in Education and Science
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors declare with this manuscript intended for publication to ERIES Journal that:
- all co-authors agree with the publication of the manuscript even after amendments arising from peer review;
- all co-authors agree with the posting of the full text of this work on the web page of ERIES Journal and to the inclusion of references in databases accessible on the internet;
- no results of other researchers were used in the submitted manuscript without their consent, proper citation, or acknowledgement of their cooperation or material provided;
- the results (or any part of them) used in the manuscript have not been sent for publication to any other journal nor have they already been published (or if so, that the relevant works are cited in this manuscript);
- submission of the manuscript for publication was completed in accordance with the publishing regulations pertaining to place of work;
- experiments performed comply with current laws and written consent of the Scientific Ethics Committee / National Animal Care Authority (as is mentioned in the manuscript submitted);
- grant holders confirm that they have been informed of the submitted manuscript and they agree to its publication.
Authors retain copyright and grant ERIES Journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the published work with an acknowledgement of its initial publication in ERIES Journal. Moreover, authors are able to post the published work in an institutional repository with an acknowledgement of its initial publication in ERIES Journal. In addition, authors are permitted and encouraged to post the published work online (e.g. institutional repositories or on their website) as it can lead to productive exchanges, as well as earlier and greater citation of published work.