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Establishing a student satisfaction index - A Malaysian case study

Che Din, Rohayati and Rajadurai, Jegatheesan and Daud, Salina (2007) Establishing a student satisfaction index - A Malaysian case study. In: The 5th ASEAN Symposium on Educational Management and Leadership (ASEMAL 5), 18-19 August 2007, Legend Hotel, Kuala Lumpur. (Unpublished)

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The paper provides an insight on student satisfaction in a higher education institution (HEI) within the context of a quasi-government environment. Students’ opinions about factors related to academic life are sought in the form of a satisfaction feedback questionnaire. This survey aims to investigate issues viewed as important to students by seeking their opinion on a number of factors related to teaching, assessment and support provided by the HEI and its courses. A new model that is based on SERVQUAL framework is proposed that suited the quasi-government environment. The case study was conducted at a quasi-government HEI located in Pahang on the East Coast of Malaysia. Based on the results of this comprehensive study, it is clear that many of the physical aspects of the HEI services were viewed as important relating to student satisfaction. Student feedback confirms that they do receive high quality teaching from staff with high levels of expertise in their various academic disciplines. The lecture and tutorial are considered as the core service provided by the HEI. Students are prepared to tolerate largely deficiencies in the physical aspects of the facilities as long as the teaching they receive is perceived to be at the acceptable level. The concept of the service-product bundle is a valid and reliable tool for the design of a satisfaction survey and segments a HEI's service offering in such a way as to allow management to target resources at those areas that are perceived to be low satisfaction and high importance. This research model can be utilized in most HEIs establishments.

Item Type: Conference or Workshop Item (Paper)
Additional Information: Jointly organized by Faculty of Cognitive Sciences and Education, Universiti Utara Malaysia and Ministry of Education Malaysia
Uncontrolled Keywords: Customer satisfaction, Service levels, Higher Education Institutions; Students
Subjects: L Education > L Education (General)
Divisions: College of Arts and Sciences
Depositing User: Mrs. Juwita Johari
Date Deposited: 01 Dec 2010 03:30
Last Modified: 01 Dec 2010 03:30
URI: http://repo.uum.edu.my/id/eprint/1696

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