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You searched Library Catalogue - Title: Vanity fair
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Call Number (WOU)
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SP CEMBA 2011 39
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Author
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Abdul Jabbar Ahmad Shah
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Title
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The effects of perceived service quality on student satisfaction in Wawasan Open University (WOU) Johor Baharu Regional Office / Abdul Jabbar bin Ahmad Shah
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Abstract
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The purpose of this particular research (the effects of perceived service quality on
students satisfaction in Wawasan Open University, Johor Baharu Regional Office) is
to obtain or gauge the perceptions of students pursuing distance learning programs
in Wawasan Open University (WOU) Johor Baharu Regional Office, Malaysia, in
terms of the relationship between perceived service quality by using Grõnroos model
and students’ own satisfaction.
This kind of surveys which comprise of questionnaires, interviews and observations
on the students will integrate the information essential to focus and develop
marketing strategies that will result in a more favorable outcome and academic
environment at the university premises for the overall wellness of the students and
the university staff as well.
More importantly, this survey incorporated the student’s views into WOU
management decision making and to provide useful insights for them to overhaul
their marketing strategies especially so when dealing with student related matters.
The samplings for this study were gathered amongst 40 of the undergraduate and 40
of the postgraduate students of WOU Johor Baharu Regional Office, Malaysia
picked randomly by the researcher himself.
Therefore, these findings were not representing the similar perceptions when viewed
by others who are not the WOU students. Another limitation for this study was the
lack of cost or budgets and duration of time to conduct this study.
This research would worth much more if the study is expanded to the students in
other learning centres in order to eliminate the possible errors caused by small
sample size, which can also improve the reliability and accuracy of the results. In
some businesses, service is the essential part of business activity; in other
businesses, service is simply supporting the tangible goods (Dale 1999).
The study was limited to a single master’s program. First, the researcher identified
the quality dimensions according to the perspective of undergraduates and
postgraduates from CeMBA and CeMPA students of Wawasan Open Universiti,
Johor Baharu Regional Office.
We found that the findings of this research rhyme well with some of the earlier
publications regarding perceived service quality in higher education. It is safe to
conclude that maintaining the customers’ satisfaction to the highest possible extent
will undoubtedly and inevitably reap meaningful high yield for the service provider.
Consequently, further research in this area should be valuable. As mentioned earlier,
it would be useful to complement this research with studies from other perspectives
than the students’ themselves. Single stakeholder view can only render limited
perspective.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2011
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Physical Description
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14 p.; 30 cm.
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Subject
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Wawasan Open University -- Dissertations
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Subject
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Customer services -- Quality control
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Subject
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Wawasan Open University -- Customer services
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