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    Research Proposal

    Group Members: S. Mudaser Abbas

    Shazia Naheed

    Saad Babar

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    Agenda

    Introduction

    Problem Statement

    Quality at HEC

    Research Objective

    Research Questions

    Literature Review

    Importance of study

    Research Design

    References

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    Introduction

    This research focuses on measuring onlyGap 5 of SERVQUAL model i.e. notknowing what the customer expects fromits deliverer.

    This is the difference between customerexpectations of service and the companyunderstanding of those expectations(Ziethaml and Bitner, 2003).

    This gap occurs when management doesnot interact directly with customers, or hasnot taken proper measures to understandwhat its customers want. Management inuniversity may not understand what theirstudents expectations are?

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    Problem Statement

    An analysis of the Gap betweenquality of services and studentssatisfaction.

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    Quality at HEC

    Quality is the means through which an

    institution can guarantee with confidence and

    certainty that the standards of its educational

    provision are being maintained and enhanced

    (Quality Assurance Agency UK)

    Quality in higher education is a dynamic entity

    which is the outcome of interaction among

    many factors including leadership, quality of

    faculty and students, infrastructure facilities,

    research and learning environment,

    governance, strategic planning, assessment

    procedures, and market force.

    Source HEC QA Division

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    Research Objectives

    Following are the objectives of this study:

    To calculate and measure the score of the five

    SERVQUAL dimensions

    To identify students expectations of service qualityprovided by universities

    To measure the gap between students expectations

    and managements perceptions of students

    expectations To create a benchmark framework for future

    institutions on how to measure Quality

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    Research Questions?

    Determine the relationship between

    service quality dimensions and satisfaction

    among students at higher education

    institutions? What are the critical factors that contribute

    most to the satisfaction of students?

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    Literature Review

    Rad &

    Yarmohamm

    adian (2006)

    defines student satisfaction as the will

    accomplishment which results in ones

    contetment. Students will be more motivated,

    loyal and good performers if their institution

    holds essential educational facilities with

    affective staff of teaching and training.

    Jager et al,

    2008

    The authors came to the conclusion that that

    are various factors in addition to the factors

    identified by Berry et al (1988). There is a

    need for effective management in Higher

    Education sector.

    Hassan. A,

    Ilias. A 2008

    Suggest that there is a positive relationship

    between quality of service and student

    satisfaction. Improving quality service will

    improve student satisfaction. Institutes need to

    earn interest by the students in order to

    compete in the industry

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    SERVIQUAL Model

    Source: Berry at al (1988)

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    Dimensions of SERVIQUAL to be

    measured

    Tangibility

    Assurance

    Reliability

    Responsiveness

    Empathy

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    Proposed Framework

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    Importance of Study

    This study is important as it will examine

    the level of quality service and level of

    satisfaction among students

    Another aspect is to create a futureframework for universities who are willing

    to measure quality of service at there

    institute and for future institutes who want

    to deliver quality education

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    Research Design

    Type of Study: It will be a field study and

    it will be done in a natural environment

    Purpose of Study: It is a descriptive study

    because we will be testing the relationshipof variables

    Unit of analysis: Students of Business

    Schools in Pakistan

    Time Horizon: This study is cross-

    sectional as it will be done only once

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    Technique: Questionnaires will be used to

    collect data and this questionnaire will be

    tested for reliability and validity

    Population/Sample: Students of businessschool are the population and we will use

    stratified sampling technique to collect

    data as it will be region wise

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    References

    Ehsan, M., Qaiser, R., Usman, A. (2010). The impact of servicequality od students satisfaction in higher education institutes ofPunjab. Journal of Management Research, Vol 2, No 2, E10

    Hasan, A., IIias, A., (2008). Service quality and student satisfaction:A case study at private higher education institutions. InternationalBusiness Research, Vol 1, No 3

    Higher Education Quality Assurance Division:

    http://www.hec.gov.pk/InsideHEC/Divisions/QALI/QualityAssurance/QADivision/Pages/Default.aspx

    (Accessed on 21st October 2010)

    Zeithaml, V.A & Bitner M.J. (2003). Services Marketing: Integratingcustomer focus across the firm. Third Edition. New York: Mcgraw-Hill.

    Parasuraman. A., Berry L. and Zeithmal V. ,1988, SERVQUAL: AMulti-item Scale for Measuring Consumer Perceptions of SQ,Journal of Retailing, 64(2). pp. 12-40

    Parasuraman. A., Berry L. and Zeithmal V. ,1985. A ConceptualModel of SQ and Its Implications for Future Research, Journal ofMarketing. 49(3). pp. 41-50.