Education Quality Process Model and Its Influence on Students’ Perceived Service Quality

Choon Ling Kwek, Teck Chai Lau, Hoi Piew Tan


Service quality has become an important topic in the services marketing literature because it affects the cost,
profitability, customer satisfaction, and customer retention (Buzzell & Gale, cited in Buttle, 1996; Bolton &
Drew, 1991; Reichheld & Sasser, 1990). As such, it is crucial to identify the determinants of the students’
perceived service quality in higher education. The aim of this research is to investigate the determinants of
students’ perceived service quality for a private higher education institution in Malaysia, based on the process
model of education quality. A total of 458 undergraduate business students from a private university in Malaysia
participated in this research. The research found that quality of librarians, staff responsiveness from the Division
of Examinations and Awards, curriculum, amount of recreational activities, and the process model of education
quality are positively related to the students’ perceived service quality.

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International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

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