Demographic Factors in the Evaluation of Service Quality in Higher Education: A Structural Equation Model (SEM) Approach

Sein Min · Chey Chor Khoon

43 citations0/0 files storedInternational Journal of Marketing Studies

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Customer Service Quality and Loyalty Higher Education Governance and Development Educational Outcomes and Influences

Abstract

The increasing number of international students studying in advanced countries has sparked attention on servicequality in higher education. Perception of service quality is subjective, and is believed to vary with thedemographic characteristics of students. This study attempts to investigate the role that demographic factors playin service quality evaluation in the higher education sector. The framework used in this study is adopted fromMin, Khoon and Tan (2012) and consists of four key constructs, namely motivation, expectation, perception andsatisfaction. Applying the Structural Equation Model (SEM) approach to data collected from a sample of 263international students in a private higher education institution in Singapore, the present study found that motiveof study has moderate relationship with expectation and perception of service quality. Satisfaction of students isalso closely and significantly related with the perception of service quality. It was also found that demographyimpacted on the relationships between the elements of service quality. The study included four demographicvariables (gender, age, nationality and current level of study) and it was found that nationality and gender haveconsiderable impact on the weights of relationships. The research findings suggest that education marketersshould take demographic factors into consideration in the design and development of education services.

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References

1985A Conceptual Model of Service Quality and Its Implications for Future Research 1996SERVQUAL: review, critique, research agenda 1991Understanding Customer Expectations of Service 1997Linking student satisfaction and service quality perceptions: the case of university education 2010Evaluation of the factors that determine quality in higher education: an empirical study 1994Customer Expectations and Perceptions of Service Quality in Retail Apparel Specialty Stores 2005A comparative analysis of international education satisfaction using servqual 2008The impact of service contact type and demographic characteristics on service quality perceptions

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2020Perceived service quality in Indonesian Islamic higher education context 2018Service Quality at Technical and Vocational Education and Training Colleges: Perception According to Demographic Factors 2015The Drive Behind International Student Loyalty in Higher-Educational Institutions: A Structural Equation Model 2016The Effect of Demographic Information as Moderator toward Relationship between Service Quality, Customer Satisfaction, and Customer Loyalty in Thai Low Cost Carriers’ Passengers

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