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

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  • Khurram Sharif
  • Norizan Mohd Kassim

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.

Suggested Citation

  • Khurram Sharif & Norizan Mohd Kassim, 2012. "Non-academic service quality: comparative analysis of students and faculty as users," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 22(1), pages 35-54, June.
    • Handle: RePEc:taf:jmkthe:v:22:y:2012:i:1:p:35-54
    DOI: 10.1080/08841241.2012.705793
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    Cited by:

    1. Shuyang Yu & Dan Wang, 2022. "Quantitative SWOT Analysis on Factors Influencing the Sustainable Development of Non-Academic Education in China’s Open Universities: A Case Study of Beijing Open University," Sustainability, MDPI, vol. 14(20), pages 1-24, October.
    2. Marko Kukanja & Tanja Planinc, 2019. "Service Quality in Restaurants Operating in a Rural Area: The Case of Slovenian Istria," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 12(2), pages 147-159.

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