Non-academic service quality: comparative analysis of students and faculty as users

• Main Authors: Sharif, Khurram, Mohd. Kassim, Norizan
• Format: Article
• Published: Taylor & Francis 2012
• Subjects: HD28 Management. Industrial Management
• Online Access: http://eprints.utm.my/id/eprint/32963/; http://dx.doi.org/10.1080/08841241.2012.705793
• Institution: Universiti Teknologi Malaysia

The research focus was a non-academic service quality assessment within higher education. In particular, non-academic service quality perceptions of faculty and students were evaluated using a service profit chain. This enabled a comparison which helped understanding of non-academic service quality orientation from a key users' perspective. Data were collected using a self-completion questionnaire that was posted on Survey Monkey. A four point Likert scale without a mid-point was used to record respondent perceptions. In total 296 usable questionnaires (192 from students and 104 from faculty) were collected, representing a response rate of 17 percent. Key results indicated that on the whole service users (both faculty and students) were satisfied with non-academic services and this had a positive impact on their loyalty. However, in the case of students, there was a disconnect between loyalty and its 'productive' propagation to the external environment.