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1 Introduction
Service quality measured using the customer survey is vital to stay competitive in the
private education industry. Understanding the perceptions of the students is also
important to determine the strength and weaknesses of the institutions in providing
quality of services. Limited studies have been conducted in the area of student perception
covering the institutions of higher learning in Malaysia.
The measurement methods of the service quality perception are still been debated and
unsettled (Owlia and Aspinwall, 1996; Parasuraman et al., 1993; Cronin and Taylor,
1994; Carman, 1990; Buttle, 1996). Despite of the on-going debates, many researchers
have agreed on the importance and the significances of service quality for organisations
to achieve higher customer satisfactions (Arambewela and Hall, 2006; Athiyaman, 1997;
Ben, 2007; Berry et al., 1990; Boshoff and Gray, 2004).
Service quality has become a strategic option for many educational institutions around
the globe. The role of service quality has also become critical to the success of an
A research framework using SERVQUAL instrument 337
organisation (Landrum et al., 2007). In Malaysia, both private and public schools strive to
provide quality services to its students in order to develop and maintain their reputation.
Ministry of Education in Malaysia, takes continuous efforts to upgrade and improve the
quality of services provided to the schools by introducing various policies and plans
using inside-out approach. This research is expected to identify the quality of services
provided by the schools from students’ viewpoint as a customer.
There have been five predominant measurement tools since 1991. These tools all differ in
theoretical background, data collection, sample size dimensions and response. No one
measurement tool has been classified as superior but applicability is determined by the
final result and the industry that is to be investigated (Lagrosen et al., 2004).
The following are the five measurements tools since 1991:
a Two-way – Applied latent evaluations factors based on the theory that service is
evaluated by answers given by customers about ‘objective’ (quality attributes) and
‘subjective’ (satisfaction level). The survey was sent to 330 service providers
including banks, restaurants, laundries and supermarkets.
b SERVPERF (Cronin and Taylor, 1994) based their survey on the theory that service
quality is evaluated by perceptions only and used two banks, pest control companies,
laundries and fast food companies with sample size of 600. They also have used a
seven-point semantic differential scale and utilised the same dimensions of the
SERVQUAL study. The key differences were that only perceptions were evaluated.
c Normed quality (Teas, 1994) was based on the theory that the problem for
expectation runs to redefinition to calculate service quality and was conducted on
three scale dimensions as SERVQUAL.
338 A. Ramaiyah et al.
7 Research methodology
This study can use both qualitative and quantitative techniques. The research design for
this study consisted of six stages, exploratory research, research instrument construction,
testing the research instruments, selection of participants and data collection methods,
data editing and data analysis which are discussed as follows:
Stage 1 Exploratory research: focus group interview will be conducted to determine the
dimensions of service quality in institutions of higher learning. The items
received from the students’ feedback will be used as the base to conduct factor
analysis to construct the dimensions of service quality. Different dimensions of
service quality will be carefully named according to suitability.
Stage 2 Research instrument construction: questionnaire will be design from the
dimensions developed through the factor analysis in stage 1. The questionnaire
will be constructed using the SERVQUAL model which encompasses questions
using seven Likert scale measuring the expectations and perceptions.
Stage 3 Validity and reliability of research instruments: this stage involved testing the
validity and reliability of the research instruments developed in the earlier stage.
A pilot study will be conducted to confirm the research instruments validity and
reliability before the main survey.
Stage 4 Selection of participants and data collection methods: this stage involved
selection of participants, and sampling techniques used for the qualitative and
quantitative phase of this study. The questionnaires will be distributed to
students from all the private universities in Malaysia. Appropriate sample size
can be chosen according to the nature of the target populations to minimise the
sampling errors (Devlin et al., 2003).
A research framework using SERVQUAL instrument 339
Stage 5 Data editing: after data collection of the quantitative research, questionnaires
will be edited to ensure completeness before data entry and analysis by using
SPSS version 11 and above.
Stage 6 Data analysis: the seventh stage involved data analysis using selected statistical
techniques. (Please refer to data analysis).
9 Research framework
To measure the perception of the service quality, the following model will be used as the
research framework.
Figure 1 Research framework
340 A. Ramaiyah et al.
The diagram indicates that this study uses two measurement tools to measure the quality
of services provided by the school. The first tool is multiple regressions analysis and the
second tool is gap analysis using SERVQUAL instrument modified from the
Parasuraman et al. (1988) tool.
The objective to use this tool to identify the significances of the five dimensions on the
quality of services provided by the private universities. The correlations between the
dependent variable (service quality) and the independent variables (five dimensions)
would reveal the importance and weightings of each dimension on the quality of services
provided by the private universities. The weightings are essential for the research to draw
conclusion on the seriousness or impact on schools for not fulfilling the service quality
gap. This method of analysis also will enable the researcher to measure the service
quality index of the private universities thus providing application value to the study.
However, in this research, measurement of service quality index is excluded as it is not
captured in the objective of the research.
To measure the perception of the service quality, the following model can e used as
the theoretical framework:
Dependent variable Service quality of private universities (Y): ability to provide
quality service
Independent variable Dimension 1 (x0) + Dimension 2(x1) + Dimension 3 (x2)
+ Dimension 4(x3) + Dimension n (x4).
Other intervening variables such as family income, parent occupations, parent’s
education, number of siblings in the family, gender and other relevant demographic
variables also can be incorporated in this study to understand the correlations with the
dependent variable and independent variables.
Hypothesis for testing the model are as follows:
H0 There is no significant relationship between service quality and dimension 1.
H0 There is no significant relationship between service quality and dimension 2.
H0 There is no significant relationship between service quality and dimension 3.
The researchers will distribute questionnaires to all the selected private universities.
Students in year 1, 2 and 3 will be randomly selected to fill up the questionnaires. About
100 questionnaires will be distributed to each university covering all courses.
12 Questionnaire
The questionnaire comprise of three sections. The first section will cover the bio data of
respondents, which includes gender, interested course of study, ethnicity, race and
religion, parent’s income, parent’s occupation.
The second section of the questionnaire will include 25 items pertaining to their
expectations using Likert scale 1–7. The third part of the questionnaire will indicate their
perceptions of service quality which comprise of 25 items on perceptions and five items
on overall service quality. However the items on the questionnaire will be adjusted
according to the number of dimensions. At least an addition of five items is required to
conduct the multiple regression analysis. Many researchers found that the Likert scale
1–7 is appropriate for this research as other service quality researchers commonly use this
scale to measure the service quality of an institution [Parasuraman, (2002), p.23, p.58].
13 Data analysis
The statistical analysis for conducting the analysis for student perceptions on the service
quality is descriptive as well as inferential and includes multivariate techniques through
correlation and variances analysis. Simple linear and multiple regression analysis also can
be carried out, with overall perception of quality as dependent variable and other quality
indicators as independent variables. The details are as follows:
The following tests will be conducted to analyse the data :
where Y is the dependent variable, x1, x2, …., xk are independent variables,
βο, β1,…, βk are the coefficients and ε is the error variable.
Note:
Dependent variable Service quality (Y)
Independent variable Dimension 1(x1) + dimension 2(x2) + dimension 3(x3)
+ dimension 4(x4) + dimension 5(x5).
The following steps (McClave et al., 2004) will be adhered to conduct the multiple
regression analysis:
Step 1 Hypothesize the deterministic component of the model. This component relates
the mean, E(Y), to the independent variables x1, x2, …., xk.
342 A. Ramaiyah et al.
Step 2 Use the sample data to estimate the unknown model parameters, βο, β1, …., βk
in the model.
Step 3 Specify the probability distribution of the random error term, ε and estimate the
standard deviation of this distribution, σ.
Step 4 Assess the model’s fit. Three statistics that perform this function are the
‘standard error estimate, the coefficient of determination, t test’ and the ‘global
F-test of the analysis of variance’ (Keller and Warrack, 2006).
Step 5 Reliability and validity test
The researchers will conduct the reliability test on the mentioned model to measure the
reliability of the overall statistical analysis. This concept of reliability considers whether
the obtained results are stable indication of the student’s perceptions on the quality of
education provided by the schools. This test also will provide judgment on the accuracy
of the measurements conducted on the student’s perceptions. Further to that, the test also
will indicate how much error there is the measuring instrument. The following reliability
test will be conducted by the researchers:
The following hypothesis will be tested to measure the differences (gap between
expectations – perceptions):
Hypotheses 1
Hoa There is no significant difference in students’ expectations of service quality when
classified according to reliability.
Hab There is significant difference in students’ expectations of service quality when
classified according to reliability.
Hypotheses 2
Hoc There is no significant difference in students’ perceptions of service quality when
classified according to tangibles.
Had There is significant difference in students’ perceptions of service quality when
classified according to tangibles.
Hypotheses 3
Hoe There is no significant difference in students’ perceptions of service quality when
classified according to assurance.
Haf There is significant difference in students’ perceptions of service quality when
classified according to assurance.
Hypotheses 4
Hog There is no significant difference in students’ perceptions of service quality when
classified according to responsiveness.
Hah There is significant difference in students’ perceptions of service quality when
classified according to responsiveness.
Hypotheses 5
Hoi There is no significant difference in students’ perceptions of service quality when
classified according to empathy.
Haj There is significant difference in students’ perceptions of service quality when
classified according to empathy.
• assist the management of the private universities to understand the perception of the
students on the quality of service provided
• able to identify the areas to improvement the service quality offers
344 A. Ramaiyah et al.
15 Conclusions
Many institutions are competing among each other to provide quality services to its
customers. However, the objective of providing good services to the customers will not
be achieved without measuring the perception of the customers. This study is expected to
pave way for the researchers to conduct analysis on the quality of service provided by the
private universities in Malaysia. The research instrument for this research was carefully
selected after analysing the most common method adopted by the researchers. Service
quality studies are getting very important for both commercial and non-commercial
institutions to enhance their competitiveness.
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