Higher Education Demographic Analysis

861 Words 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,
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However, their research can be improved by making the set of variables more comprehensive and relatable to the average international student. In my opinion, variables such as social circle, climate, and resource accessibility can be included to enhance the quality of their research. In addition, I believe that their suggestion of fixing the system (a demographic –based segmentation approach and differentiate based on different demographic groups) might not be as effective as

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