The Study of Service Quality and How It Influences Student Satisfaction in Phương Đông College.

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The University of Đà Nẵng – Shu-te University

Class: SD MBA1

Thesis Proposal

Student: Võ Thị Diệu Quỳnh

ID: 11752314 Advisor: Dr Yi-Feng Yang Co-Advisor: Dr Nguyễn Hiệp

Master Program in Business Administration

Graduate School of Business Administration

Shu-Te University, Taiwan 15th September, 2012

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The Study of Service Quality and How It Influences Student

Satisfaction in Phương Đông

College.

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6. Key words: Private College, Student Satisfaction, Service

Quality, Perception, Expectation)

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 1.1 Phương Đông College

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 The purpose of Phương Đông college is to educate, inspire,

and prepare each student for a life of success

 To fulfill that purpose, Phương Đông college provides a high quality undergraduate shaped by the traditions of liberal arts and career preparation

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 Each year, there are about 1 million applications to major

public universities, but only 20% of those are accepted

 The other 80% often have to spend another year to improve

their examination score hoping to get in the year after

 Some apply to the other 400 private universities and colleges

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 To give us a better understanding of the satisfaction of our

student from a student point of view

 At the end of this research paper, I believe that I will learn

what students like about our school and how to improve it or what they dislike about the services and how to fix the flaws

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 There are many gaps between customer and service provider

 Understand these gaps will help us satisfy our customer in a more effective manner

 For example, customer might not understand the actual quality of our services like library resources, writing center, and so on…

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• This study is intent to understand:

Conception of service quality.

Perceived quality and objective quality.

Quality and satisfaction.

Service quality and its Dimensions.

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 2.1 Definition of SERVQUAL

 2.2 Satisfaction

 2.3 Service quality in service context

 2.4 Satisfaction in service context

• 2.5.1 Literature reviews

• 2.5.2 Hypothesis

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 SERVQUAL is an empirically derived method that may be

used by a services organization to improve service quality

 The method involves the development of an understanding of the perceived service needs of target customers

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 Student Satisfaction is based on the student's experience on a service encounter

 This highlights the fact that Student Satisfaction is based on

experience with the service and also the outcome of service

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 I use SERVQUAL because it gives us a clear idea of the five priorities of our service quality which are: Tangibles,

Reliability, Responsiveness, Assurance, and Empathy

 SERVQUAL will be able to express the causal connections

between the five variables of service quality to student

satisfaction at Phương Đông College

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 Tangibles, Reliability, Responsiveness, Assurance, Empathy are the five important determinants of student satisfaction

 Even though different students will require different levels and combinations of these variables, they are generally are

important factors that effect Student Satisfaction

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 In Vietnam, the environment that colleges and universities

have operated in has changed dramatically over the last

decade

 The concept of student as customer

 Even though satisfying the needs of customer is not a new

organizational concept, it is still very new for educational

institutions

 Therefore, the objective of this study is to understand student satisfaction by analyzing service quality at Phương Đông

college

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 "Service quality (tangibles, reliability,

responsiveness, assurance, and empathy) will

be positively related to students' satisfaction.”

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 3.1 Research Framework

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Figure 2

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 Both primary and secondary data sources will be used to

answer my research questions

 Primary data will mainly be obtained through the

administering of questionnaires

 Secondary sources like past studies and archives will be

accessed from various databases like Shu-te library, Google

documents, and Phương Đông college database

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 This study uses survey as a tool to obtain the data needed The survey consists of 22 statements which will be applied 5 points Likert

 The data analysis for this study conducted through Statistical Package for Social Science (SPSS) software version 16

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 Total of 22 questions.

 5 points Likert.

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 4.1 Research expectation

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 At the end of the study, I expect to find that service quality

will be positively related to students' satisfaction

 I hope the study will confirm what other researches try to

suggest here, which is by improving service quality, it may

potentially improve the students' satisfaction as well "

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 Confidential information.

 Open minded.

 No modification

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 Negi, R (2009) “Determining customer satisfaction through

perceived service quality”

 Parasuraman, A (1985) “A conceptual model of service

quality and its implications for future research”

 Parasuraman, A (1988) “SERVQUAL: A multiple item scale for measuring consumer perceptions of service quality”

 Babar, Z B (2010) “A study examining the students

satisfaction in higher education”

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 Akan, P (1995) "Dimensions of service quality: a study in

Istanbul" Managing service quality, MCB University Press,

Vol.5, Number 6, p.39-43

 Asubonteng, P., McCleary, K.J and Swan, J.E (1996)

"SERVQUAL revisited: a critical review of service quality"

The Journal of Services Marketing, Vol.10, Number 6, p.62-81.

 Brady, M K and Cronin, J Jr (2001) "Some new thoughts on conceptualising perceived service quality A hierarchical

approach" Journal of Marketing, Vol 65, p.34-49.

 Chowdhary, N and Prakash, M (2007) "Prioritising service

quality dimensions" Management Service Quality, Vol 17,

Number 5, p.493-509

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 Cronin, J J., and Taylor, S A (1992) "Measuring service

quality; a re-examination and extension" The Journal of

Marketing, Vol 56, Number 3, p.55-68.

 Douglas, L and Connor, R (2003) "Attitudes to service

quality- the expectation gap" Nutrition & Food Science, Vol

33 Number 4, p.165-172

 Ladhari, R (2009) "A review of twenty years of SERVQUAL

research" International Journal of Quality and Service

Sciences, Vol 1, Number 2 P.172-198.

 Anderson, E W., Fornell, C., and Mazvancheryl, S K (2004)

"Customer Satisfaction and Shareholder Value" Journal of

Marketing, Vol 68,172-185.

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1 Sep 15, 2012 Chapter 1 completed

2 Sep 30, 2012 Chapter 2 completed

3 Oct 15, 2012 Chapter 3 completed

4 Nov 30, 2012 Questionnaire, Working data analysis

5 Dec 15, 2012 Chapter 4 completed

6 Dec 30, 2012 Chapter5 completed

7 Jan 31, 2013 Full thesis completed and submitted

Application for thesis oral defense

8 Feb 28, 2013 Oral defense/examination

9 Mar, 2013

Thesis revision Thesis finalization

10 April, 2013 Graduation procedure

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THANK YOU

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