Students' expectations and perceptions of service quality performance: university student advisors in Australia, Malaysia and Singapore.

Ong, W 2013, Students' expectations and perceptions of service quality performance: university student advisors in Australia, Malaysia and Singapore., Doctor of Philosophy (PhD), Management, RMIT University.


Document type: Thesis
Collection: Theses

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Title Students' expectations and perceptions of service quality performance: university student advisors in Australia, Malaysia and Singapore.
Author(s) Ong, W
Year 2013
Abstract As colleges and universities have attempted to become more student-oriented (Wright 1996), students’ perceptions of the higher education experience have become more important to tertiary institutions. Two elements of students’ experience, their treatment during the service process and the actual outcomes experienced by them, affect their judgment of the quality of service and ultimately influence their choice for enrolment in higher education institutions.

In order to compete effectively in the marketplace, institutions need to differentiate themselves from their competitors by providing higher quality services (Joseph 1998). To consider how, and to what effect, this is done, this study focuses on the discrepancies/gaps between expected and perceived services, using a modified SERVQUAL instrument to examine students’ perceptions of the quality of service in higher education environments across Australia, Malaysia, and Singapore. This study also examines the influence of cultural dimensions and gender on students’ perceptions of discrepancies/gaps between expected and experienced the quality of service.

The findings show a significant difference between first- and third-year students’ expectations and perceptions of the quality of service in Malaysia and Singapore. There is a significant difference in the perceived discrepancies in the quality of service between first- and third-year students in Singapore. It is also found that cultural dimensions have a significant impact on students’ expectations and perceptions, with discrepancies evident between first- and third-year students in Australia, Malaysia, and Singapore. A third finding is male and female students’ expectations and perceptions of the quality of service in Australia are significantly different.

A lack of knowledge about students’ perceptions might lead management to misallocate resources in attempts to improve the quality of their university; such misdirected efforts could result in further student dissatisfaction. This study’s analysis of the discrepancy/gap between expectations and perceptions of the quality of service, identifies deficiencies and areas of dissatisfaction that offer opportunities for university managers to improve overall student services, to build a long-term relationship with the customers, and to improve the institution’s reputation.
Degree Doctor of Philosophy (PhD)
Institution RMIT University
School, Department or Centre Management
Keyword(s) Students’ perceptions of service quality
Service quality
Discrepancy and Service quality
Culture and service quality
Gender and service quality
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Created: Mon, 29 Jul 2013, 14:41:04 EST by Brett Fenton
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