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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.