Students’ perceptions of service quality in Saudi universities: the SERVPERF model

Abstract

Purpose: The purpose of this study is to examine the influence of service quality on student’s satisfaction. Design/methodology/approach: Using empirical research, the study identified previously validated scales of service quality and student satisfaction. Using the SERVPERF scale, data were collected from 279 students studying in public and private universities across Saudi Arabia. The model fit of the scale was assessed to ensure that the data produced accurate outcomes. Structural equation modelling was used to test the effects of independent variables on dependent variables. Findings: The results suggest that four of the five dimensions of service quality, namely, tangibility, reliability, responsiveness and assurance had a significant effect on students’ satisfaction. Empathy was not found to contribute to student satisfaction. The findings broaden and deepen our understanding of how the dimensions of service quality reinforce students’ satisfaction. Research limitations/implications: Future research can also incorporate in the model other variables, academic and non-academic, related to student satisfaction. Practical implications: The results have useful implications for decision-makers in higher education institutions who strive to enhance students’ satisfaction and increase the quality of higher education programmes, particularly in Saudi Arabia and the Gulf region in general. Originality/value: This study uses the SERVPERF scale, which is empirically superior to the SERVQUAL scale for measuring student satisfaction.