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Non-academic service quality: comparative analysis of students and faculty as users

Sharif, Khurram and Mohd. Kassim, Norizan (2012) Non-academic service quality: comparative analysis of students and faculty as users. Journal of Marketing for Higher Education, 22 (1). pp. 35-54. ISSN 0884-1241

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Official URL: http://dx.doi.org/10.1080/08841241.2012.705793

Abstract

The research focus was a non-academic service quality assessment within higher education. In particular, non-academic service quality perceptions of faculty and students were evaluated using a service profit chain. This enabled a comparison which helped understanding of non-academic service quality orientation from a key users' perspective. Data were collected using a self-completion questionnaire that was posted on Survey Monkey. A four point Likert scale without a mid-point was used to record respondent perceptions. In total 296 usable questionnaires (192 from students and 104 from faculty) were collected, representing a response rate of 17 percent. Key results indicated that on the whole service users (both faculty and students) were satisfied with non-academic services and this had a positive impact on their loyalty. However, in the case of students, there was a disconnect between loyalty and its 'productive' propagation to the external environment.

Item Type:Article
Uncontrolled Keywords:non-academic service quality, students
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:International Business School
ID Code:32963
Deposited By: Fazli Masari
Deposited On:31 Jul 2013 13:06
Last Modified:30 Nov 2018 14:33

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