Multinomial modelling of customer satisfaction in the education sector

Aim/purpose – This paper aims at analysing the influence of the quality of services offered by higher learning institutions on student satisfaction. Design methodology/approach – Stratification sampling design was utilised to select a representative sample of 606 students from different schools/faculties of Mzumbe University in Tanzania. Data were collected using the closed questionnaire. The data were then processed and analysed through the prediction of categories of response variables of satisfaction against several explanatory variables using multinomial logistic regression model. Findings – The results indicated that responsiveness, reliability, tangibility, assurance and empathy variables have significant influence on student satisfaction. The study concluded that improving services on these variables is bound to lead to maximisation of satisfaction which would result into increased students’ enrolment. Research implications/limitation – The findings of the investigation reveal further that apart from competence and attitude of lectures, teaching facilities was another important criterion for satisfaction. Originality/value/contribution – Understanding the quality of services offered by higher learning institution is imperative for the development of any institution. This paper serves as a bench mark in evaluating the quality of services as perceived by students.