Higher Education Service Quality based on Students’ Satisfaction in People’s Republic of China

Abstract

The quality of education is an important factor that is considered for attracting and retaining the students as it is a substantial investment made by their parents. Most of the recent studies of service quality in education are focusing on higher education as more universities and colleges clamor and compete for gaining some ranking and accreditation in their programs and institution. Hence, in the quest for internationalization of quality in education, assurance of service quality becomes the dire need and eventually taking center stage. Service quality enhances a university’s image. Hence, delivering quality service has become an important goal for most higher education institutions (HEIs) and for distinguishing it among other common competitors. This is a case study of China for evaluating the service quality of higher education institutions based on students’ satisfaction. This study is based on data collected from 500 questionnaires and analyzed through SPSS. By using multiple linear regression analysis, it showed us which factor is playing how much role in the prediction of students‟ satisfaction. This study has revealed some significant findings and showed that there is a positive relationship between most of the determinants of higher education quality and students’ satisfaction. As student’s satisfaction has been positively associated with their performance in university as well as later in their workplaces therefore it is detrimental that this aspect of university student’s dependence on the service quality provided by higher education institutions can be ignored as it eventually affects the productivity of the workforce of a society and eventually economy of a nation.

Keywords: Student Satisfaction, Service Quality, Higher Education. P. R. China

DOI: 10.7176/JEP/10-6-15