IDEAS home Printed from https://ideas.repec.org/a/aio/manmar/vxy2012i1p69-78.html
   My bibliography  Save this article

Employing Decentring To Assess Quality Of Services And Its Contribution Towards Satisfaction

Author

Listed:
  • Usman YOUSAF

    (Quaid Azam University Islamabad, Pakistan)

  • Mohsin ALTAF

    (University of Sargodha, Pakistan)

  • Mohammad Majid Mehmood BAGRAM

    (Allama Iqbal Open University, Islamabad, Pakistan)

  • Haroon HUSSAIN

    (University of Sargodha, Pakistan)

Abstract

The higher education scenario in Pakistan has gone through tremendous changes and improvements in the last decade. Competition resulting from a sudden surge in the number of higher education imparting institutions and the active role of Higher Education Commission has increased the pressure on the universities to continuously enhance the quality of educational services being provided by them. The aim of the researchers in this endeavor is to employ decentering in order to assess the quality of services being provided by the universities. The study has used the SERVQUAL tool by Parasuraman, Zeithmal and Berry (1991) on a five point Liker scale in order to gauge the responses of the students. Analysis was conducted on a total of 156 valid questionnaires. The sample included the students of the top five HEC (Higher Education Commission) recognized universities in the twin cities of Islamabad and Rawalpindi. Data was analyzed using Pearson correlation and regression. Factor analysis was also carried out so as to classify the most important dimensions for the students with respect to higher education in Pakistan. Statistical analysis disclosed a positive and significant association between service quality and customer satisfaction. The factor analysis revealed that the most significant dimension with respect to the Pakistan’s higher education sector are the level of management support, responsiveness of the service providers and the adequacy of physical facilities. The study highlights the importance of treating students as valued customers as the competition in the industry along with the regulatory requirements of HEC as well. The service providers need to be provided adequate support and backing of the top management. The physical facilities and the infrastructure must also be adequate enough to meet the growing and ever changing demands of the industry. The current study is the first of its kind that covers the higher education imparting institutions in Pakistan. Further it is suggested that more and more such researchers be conducted periodically in the future with an increased sample size in order to assess quality.

Suggested Citation

  • Usman YOUSAF & Mohsin ALTAF & Mohammad Majid Mehmood BAGRAM & Haroon HUSSAIN, 2012. "Employing Decentring To Assess Quality Of Services And Its Contribution Towards Satisfaction," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 69-78, May.
    • Handle: RePEc:aio:manmar:v:x:y:2012:i:1:p:69-78
    as

    Download full text from publisher

    File URL: http://mnmk.ro/documents/2012-first/6_14_1_12_FFF.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Re, Beatrice & Magnani, Giovanna, 2022. "Value co-creation in circular entrepreneurship: An exploratory study on born circular SMEs," Journal of Business Research, Elsevier, vol. 147(C), pages 189-207.
    2. Xu Guan & Yulan Wang & Zelong Yi & Ying‐Ju Chen, 2020. "Inducing Consumer Online Reviews Via Disclosure," Production and Operations Management, Production and Operations Management Society, vol. 29(8), pages 1956-1971, August.
    3. Khondker Mohammad Zobair & Louis Sanzogni & Luke Houghton & Md Zahidul Islam, 2021. "Forecasting care seekers satisfaction with telemedicine using machine learning and structural equation modeling," PLOS ONE, Public Library of Science, vol. 16(9), pages 1-31, September.
    4. Wasib B Latif & Md. Aminul Islam & Idris Bin Mohd Noor, 2014. "A Conceptual Framework to Build Brand Loyalty in the Modern Marketing Environment," Journal of Asian Scientific Research, Asian Economic and Social Society, vol. 4(10), pages 547-557, October.
    5. Philipp Afèche & Mojtaba Araghi & Opher Baron, 2017. "Customer Acquisition, Retention, and Service Access Quality: Optimal Advertising, Capacity Level, and Capacity Allocation," Manufacturing & Service Operations Management, INFORMS, vol. 19(4), pages 674-691, October.
    6. Hui, Xiang & Klein, Tobias & Stahl, Konrad, 2022. "Learning from Online Ratings," CEPR Discussion Papers 17006, C.E.P.R. Discussion Papers.
    7. Mandy Loh & Maisarah Ahmad & Suhaila Abdul Kadir & Syed Shah Alam, 2015. "Influence Of Customer Values And Self-Image Congruity On Customer Behavior-Based Crm Performance," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 23-44, May.
    8. Angulo-Ruiz, Fernando & Pergelova, Albena & Cheben, Juraj & Angulo-Altamirano, Eladio, 2016. "A cross-country study of marketing effectiveness in high-credence services," Journal of Business Research, Elsevier, vol. 69(9), pages 3636-3644.
    9. Andreas Herrmann & Michael D. Johnson, 1999. "Die Kundenzufriedenheit als Bestimmungsfaktor der Kundenbindung," Schmalenbach Journal of Business Research, Springer, vol. 51(6), pages 579-598, June.
    10. Yeung, Matthew C.H. & Ramasamy, Bala & Chen, Junsong & Paliwoda, Stan, 2013. "Customer satisfaction and consumer expenditure in selected European countries," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 406-416.
    11. Vishal Gaur & Young-Hoon Park, 2007. "Asymmetric Consumer Learning and Inventory Competition," Management Science, INFORMS, vol. 53(2), pages 227-240, February.
    12. Gaurav Khatwani & Gopal Das, 2016. "Evaluating combination of individual pre-purchase internet information channels using hybrid fuzzy MCDM technique: demographics as moderators," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 12(1), pages 28-49.
    13. Yanlong Guo & Jiaying Yu & Han Zhang & Zuoqing Jiang, 2022. "A Study on Cultural Context Perception in Huizhou Cultural and Ecological Reserve Based on Multi-Criteria Decision Analysis," Sustainability, MDPI, vol. 14(24), pages 1-20, December.
    14. Brady, Michael K. & Robertson, Christopher J. & Cronin, J. Joseph, 2001. "Managing behavioral intentions in diverse cultural environments: an investigation of service quality, service value, and satisfaction for American and Ecuadorian fast-food customers," Journal of International Management, Elsevier, vol. 7(2), pages 129-149.
    15. Tae-Seung Park & Jun-Su Kim & Jiyoun Kim, 2021. "The Impact of Perceived Hapkido Service Quality on Exercise Continuation and Recommendation Intentions, with a Focus on Korean Middle and High School Students," Sustainability, MDPI, vol. 13(6), pages 1-10, March.
    16. Heribert Gierl & Gunter Gehrke, 2004. "Kundenbindung in industriellen Zuliefer-Abnehmer-Beziehungen," Schmalenbach Journal of Business Research, Springer, vol. 56(3), pages 203-236, May.
    17. repec:aud:audfin:v:21:y:2019:i:51:p:422 is not listed on IDEAS
    18. Taryn Renatta De Mendonca & Yan Zhou, 2019. "Environmental Performance, Customer Satisfaction, and Profitability: A Study among Large U.S. Companies," Sustainability, MDPI, vol. 11(19), pages 1-15, September.
    19. Xiang Hui & Tobias J. Klein & Konrad Stahl, 2021. "When and Why Do Buyers Rate in Online Markets?," CRC TR 224 Discussion Paper Series crctr224_2021_267v1, University of Bonn and University of Mannheim, Germany.
    20. Afaq Ahmed Khan & Saneela Jadoon & Naqash Ahmad Khan Tareen, 2016. "Impact of Advertising on Brand Awareness and Commitment in Female Apparel Industry," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(3), pages 79-94, March.
    21. Tingting Song & Jinghua Huang & Yong Tan & Yifan Yu, 2019. "Using User- and Marketer-Generated Content for Box Office Revenue Prediction: Differences Between Microblogging and Third-Party Platforms," Service Science, INFORMS, vol. 30(1), pages 191-203, March.

    More about this item

    Keywords

    Service Quality; Customer Satisfaction; Higher Education; Decentring;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aio:manmar:v:x:y:2012:i:1:p:69-78. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catalin Barbu (email available below). General contact details of provider: https://edirc.repec.org/data/fecraro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.