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Please use this identifier to cite or link to this item: http://hdl.handle.net/1812/588

Title: On the impact of responsiveness and accessibility of services on student satisfaction: two sides of the coin
Authors: Yousefi Fard, Pooyan
Keywords: Student's satisfaction
Customer satisfaction
Service quality
Higher education institution
Complaints management
Service providers
Issue Date: 17-Apr-2009
Publisher: University Malaya
Abstract: Student’s satisfaction has always been a concern for organizations, especially Higher Educational Institutions (HEI). Many studies have studied factors influential in students’ satisfaction using different measurement tools but rare studies have focused on two sides of the coin; student perspective as well as service providers’ perspective. Identifying factors which are most influential in students’ satisfaction calls for the right complaint policies so that students can easily lodge their complaints (expression of dissatisfaction). Accessibility and responsiveness were found to be the top 2 significant predictors of service quality in an earlier study conducted in Open University Malaysia (OUM) (Latifah A.L & Ramli B 2008). This paper aims to determine whether accessibility and responsiveness are significant predictors of student satisfaction amongst post-graduate learners at the Centre for Graduate Studies (CGS) of OUM and at the same time examine whether accessibility and responsiveness as two basic principles of effective complaint management are existent in OUM. The study is carried out using a survey method utilizing two parts of questionnaires the first part consists of 18 items grouped into 3 dimensions namely accessibility, responsiveness and satisfaction, involving 270 respondents. The second part consists of 12 items grouped into same 2 dimensions accessibility and responsiveness with regard to complaint management. For the first part a multiple regression analysis carried out on the two predictor variables indicates that accessibility and responsiveness are significant predictors of satisfaction with an R-Squared value of 53%. The second part is analyzed with Lean Six Sigma and recommendations for better complaint management are provided for OUM. The above finding suggests that accessibility and responsiveness are critical variables in influencing learners’ satisfaction and therefore they need to be further investigated for students’ dissatisfaction. A closer examination of the items in each of the predictor variables reveals that item: “university staff attends to learners' enquiries/complaints promptly” ; “university staff is easily contacted by telephone” and “toll free number for learner services center is easily reachable” are ranked lowest (4.11 to 4.95 out of 7.00). All the three items relate to personal interaction between learners and staff of the institution which signifies a need for an appropriate complaints management policy with regard to accessibility and responsiveness. The results of this study will serve as a good gauge for the management of their Centre for Graduate Studies (CGS) to further improve their service quality standards with the objective to attract more local and international student to make OUMCGS, as their First Choice for Higher Education. Adhering to the findings emerging from this study, This will also help with the overall objective of the university to further strengthen their world ranking in the coming years and to maintain their stand as a “Premier University”. Additionally, the findings may enable other universities to fine- tune and revise their services accordingly.
Description: Dissertation -- Faculty of Business and Accountancy, University of Malaya, 2009.
URI: http://dspace.fsktm.um.edu.my/handle/1812/588
Appears in Collections:Masters Dissertations : MBA

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Thesis printing.pdfThesis Text718.86 kBAdobe PDFView/Open
table of contents.pdfAbstract & Acknowledgement &Table of Content186.07 kBAdobe PDFView/Open


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