Service Quality and Student Satisfaction: The Moderating Role of University Culture, Reputation and Price in Education Sector of Pakistan

Document Type: Research Paper

Authors

1 COMSATS Institute of Information Technology, Lahore, Pakistan

2 PIQC Institute of Quality, Lahore, Pakistan

3 Department of Management Sciences, COMSATS Institute of Information Technology, Lahore, Pakistan

Abstract

Service quality is imperative for higher education institutes in order to remain competitive and growing. There is a need to ensure students’ satisfaction with university. This study will help improve service quality of the institutes. Information and data are collected using a survey questionnaire from the higher education institutes of Pakistan using convenience sampling technique. Findings revealed that with the moderating effect of university culture, university reputation and price, higher education institutes can more significantly achieve the student satisfaction. University culture positively strengthens service quality to achieve and sustain student satisfaction, while price and university reputation strengthen the relationship in a negative direction. These moderators are the significant contributing factors.

Keywords


Article Title [Persian]

کیفیت خدمات و رضایت دانشجو: نقش میانجی فرهنگ، شهرت و قیمت در دانشگاه در بخش آموزش پاکستان

Authors [Persian]

  • شاهزاده سایما سلیم 1
  • کامران موسی 2
  • عبیر امام 3
  • راشد احمد خان 1
1 گروه فناوری اطلاعات COMSATS، لاهور، پاکستان
2 گروه انستیتو فناوری اطلاعات PIQC، لاهور، پاکستان
3 گروه علوم مدیریت، انستیتو فناوری اطلاعات COMSATS، لاهور، پاکستان
Abstract [Persian]

کیفیت خدمات برای رقابتی ماندن و رشد موسسه­های آموزش عالی ضروری است. در این راستا، حصول اطمینان از رضایت دانشجویان نسبت به دانشگاه یک نیاز مهم محسوب می­شود. این پژوهش، به کاهش شکاف موجود در زمینه کیفیت خدمات قابل ارائه در موسسه­های آموزش عالی کمک می­کند. به این منظور، از پرسشنامه و روش نمونه­گیری تصادفی ساده برای جمع­آوری داده­ها و اطلاعات از موسسه­های آموزش عالی پاکستان استفاده شده است. یافته­ها نشان داد که متغیرهای میانجی فرهنگ، شهرت و قیمت در دانشگاه بر رضایت دانشجویان اثر معنی­داری می­گذارد. فرهنگ دانشگاه با اثر مثبت، موجب ارتقای کیفیت خدمات می­گردد که به نوبه خود سبب رضایت مشتری ­می­شود. در مقابل، قیمت و شهرت دانشگاه دارای اثر منفی است. متغیرهای میانجی مطالعه شده، عوامل مهم و متمایزکننده این مقاله بوده­­اند.

Keywords [Persian]

  • کیفیت خدمات
  • رضایت دانشجو
  • شهرت دانشگاه
  • قیمت
  • فرهنگ دانشگاه
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