The relationship between student satisfaction and service quality in private higher education institutions

AuthorSuela Hajdari
PositionUniversity of Elbasan, Albania
European Journal of Economics, Law and Social Sciences
IIPCCL Publishing, Graz-Austria
Vol. 3 No. 2
June, 2019
ISSN 2519-1284
Acces online at
The relationship between student satisfaction and service quality in private
higher education institutions
PhD. (C.) Suela Hajdari
University of Elbasan, Albania
One of the most important determinants of student satisfaction is the quality of service, which
is a competitive advantage for service delivery organizations as well as for the education sector.
This study aims to reveal the link between the quality of service and student satisfaction in
private universities in Albania, as well as to highlight the key factors in the quality of service
that most a ect student satisfaction. For the realization of this paper, 250 Bachelor's students
were selected randomly in three private higher education institutions that completed the
questionnaire dra ed in relation to the quality dimensions. The empirical results of this study
can be considered as support for the Parasuraman SERVQUAL (1985), which refers to factors
contributing to student satisfaction. The positive relationship between service quality and
student satisfaction is one of the key ndings of this study.
Keywords: Servqual model, education quality, student satisfaction, private higher education
The academic environment is undergoing rapid changes and is characterized by
an ever-increasing competition, where potential students are o ered numerous
opportunities. In this respect, private higher education institutions should be careful
in choosing a ractive methods to a ract and retain students. Student satisfaction
should be seen as a primary source of competitive advantage (Poturak, 2014). If the
institutions satisfy their students, this will ensure their sustainability and create a
positive image for a racting new students as well. Ful lling student expectations is
at the center of the a ention of many institutions, but the lack of student awareness
among sta is the main obstacle faced by most educational institutions.
If education programs and services meet the student's expectations for services, then
this makes students continue to enroll in higher education institutions. According to
Zeithaml, Berry & Parasuraman, (1996) satisfaction with services is the di erence in
this competitive market. Service quality is the focus of most popular marketing issues
(Velnamby, Sivesan, 2013). Consequently, improving the quality of services should be
the objective of private higher education institutions, which is closely linked to the
ability of these institutions to create an atmosphere conducive to change through the
decision-making process and human resource practices (Mosadeghard, 2006).
Determining the quality of higher education is a di cult task, as the quality of
education is viewed as a vague and contradictory concept (Pounder, 1997). Since there
is no standard de nition for quality, its measurement has always been questionable.
Many scholars have tried to develop a quality model for higher education based on

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