The relationship between service quality and students’ satisfaction: A study at UUM U-Assist

• Main Authors: Basri Affandi, Nur Atiqah, Mohd Asaad, Mohd Norhasni
• Format: Article
• Language: English
• Published: Universiti Utara Malaysia 2020
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/28443/1/STMLGG%2001%2041%202020%20139-141.pdf; http://repo.uum.edu.my/28443/
• Institution: Universiti Utara Malaysia

The main purpose of this study is to investigate the relationship between service quality and students’ satisfaction at UUM U-Assist. Students’ satisfaction assessment is vital in determining service quality at UUM U-Assist. The study found significant relationship between the five dimensions of service quality those are reliability, responsiveness, assurance, empathy and tangible) or SERVQUAL and students’ satisfaction. Such findings should help U-Assist make better strategic plan to enhance students’ satisfaction in particular and its overall performance in general. In general, the results indicated that all five dimensions of service quality were correlated with students’ satisfaction.