Service Quality Dimensions and Customer Satisfaction in Malaysian Higher Education: A Case Study of University Utara Malaysia

Abstract

This study investigated the impact of service quality dimensions on customer satisfaction in the context of University Utara Malaysia. The research used a 7-point interval scale to measure five dimensions of service quality (reliability, empathy, tangibility, assurance, and responsiveness) and six items to measure customer satisfaction. The data was collected from 98 postgraduate students using the structural equation modeling (SEM) with AMOS 7. The study contributes to the literature on service quality in the education sector, particularly in developing countries such as Malaysia. The findings established a positive relationship between service quality and customer satisfaction. The study concluded that service quality dimensions such as reliability, empathy, tangibility, assurance, and responsiveness had a direct effect on customer satisfaction, which is critical in enhancing customer loyalty and retention.