The Role of Service Quality in Enhancing Customer Satisfaction in Jordanian Public Universities

Abstract

The relationship between university student orientation, perceived education service quality (education quality, supervision quality), and student satisfaction of engineering student in public universities in the south of Jordan is the main purpose of this study. The three main public universities (Mutah, Al-Tafila and Al-Hussein) were included in this research represented by their faculties of engineering.

Statistical techniques were used in analyzing all data by using statistical program (spss v.23) as well as the tools and methods of statistics such as simple and multi regression analysis, and path analysis using OMOS7 program. Verification of validity of the survey as well as the relatability and the internal consistency has been assured with respect to all standards.

The statistical analysis indicates a medium level of student orientation and a slightly high level of perceived education service level which made students less satisfied.  Student orientation affects positively perceived education quality as well as student satisfaction, in addition the two components of education service quality have a considerable influence on student satisfaction.  As shown from statistical analysis, influence of student orientation on education quality and student satisfaction is clear, paying more attention to quality dimensions by universities, and improving supervision quality in addition to the importance of the positive influence of service quality education on student satisfaction are some of the most important recommendations of the study for both public universities in Jordan and researchers who are interested in this type of studies.

Keywords: education quality, service quality, satisfaction student orientation, Assurance.

DOI: 10.7176/EJBM/11-1-13