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You searched Library Catalogue - Author: Elsey, Barry
Call Number (WOU) SP CEMBA 2011 39
Author Abdul Jabbar Ahmad Shah
Title The effects of perceived service quality on student satisfaction in Wawasan Open University (WOU) Johor Baharu Regional Office / Abdul Jabbar bin Ahmad Shah
Abstract 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.
Notes Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
Publisher/Year Penang : School of Business and Administration, Wawasan Open University, 2011
Physical Description 14 p.; 30 cm.
Subject Wawasan Open University -- Dissertations
Subject Customer services -- Quality control
Subject Wawasan Open University -- Customer services

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