Assess Demographic Factors That Influence The Evaluation Of Service Quality For Higher Education Institutes

861 Words Oct 11th, 2016 4 Pages
The article’s purpose is to assess demographic factors that influence the evaluation of service quality in higher education institutes, specifically through the perspective of international students. Sein Min and Chey Chor Khoon note that demographic factors such as, age, gender, and nationality can affect the overall levels of satisfaction in institutes of higher education (995). The article’s target audience is mainly marketers of higher education, international students and institutes of higher education. Min et. Al claim that, “since students are viewed as customers, education service quality should be measured from the perspective of students” (995). University of Miami Scholars, Parasuraman et. Al (1988) suggested that, “there are 5 dimensions to measure service quality: tangibility, reliability, responsiveness, assurance, and empathy” (996). This set of dimensions is more commonly known as the SERVQUAL model.
Min et. Al refer to various studies that show inconsistent results when it comes to assessing service quality based on demographic variables. According to Yusof et. Al, A modified SERVQUAL model, specific to higher education should be used for this research. The new model should include the following variables: “class size, level and difficulty of subject, student workload and knowledge / expertise, systems / secondary services, social responsibility, and self-development” (996).
The survey done by Min et. Al had a sample of 263 respondents and used Yusof’s…

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