A STUDY ON THE
IMPORTANCE OF SERVICE QUALITY TO AN EDUCATIONAL INSTITUTIONAL IN THE NEW
MILLENIUM: A COMPARATIVE ANALYSIS OF INTI COLLEGE SABAH AND INFORMATICS COLLEGE
IN KOTA KINABALU
By
ABSTRACT
The purpose of this research project was to determine level of customer satisfaction of the students in both INTI College Sabah and Informatics College in Kota Kinabalu. The dependent variable in this study was customer satisfaction and the independent variables considered were the dimensions of service quality – tangibles, responsiveness, reliability, empathy and assurance. The research also intends to determine if there is a gap between student expectations and management perceptions of student expectations based on the SERVQUAL dimensions. A comparison analysis was done between INTI College Sabah and Informatics College. Analysis of the data indicated that INTI College Sabah is expected to provide better service quality to the students as compare to Informatics College. The results of the study also show that both colleges have gaps in almost all the five dimensions of service quality. This is further confirmed using independent sample t-Tests that show that there is significant difference between student expectations and management perceptions of student expectations. The results also show that there is no positive correlation in any of the dimensions of service quality except in the dimension of assurance for INTI College Sabah. As for Informatics College, there is also no positive correlation in any of those dimensions except in the dimension of responsiveness. Several recommendations have been made to close the gap between student expectations and management perceptions needs to be closed. Suggestions include adequate market research orientation, improve upward communication, retain students and strengthen relationships and service recovery. Furthermore, the level of customer satisfaction can be further improved for both the colleges by improving on the range of service quality. Some of the recommendations are to service redesigned and office reorganized, select, train and motivate its employees, empower front-line service providers, enhance technological supports for service and students need to be communicated.
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Bachelor of Arts (Hons) In Marketing
April 2002
Number 2