SERVICE QUALITY ASSESSMENT AND STUDENT SATISFACTION IN BUSINESS SCHOOLS: MEDIATING ROLE OF PERCEIVED VALUE

Abstract

This study was conducted with the objective of investigating service quality assessment, identification of quality gaps regarding service provision using SERVQUAL. It also examined the impact of perceived value as mediating variable between relation of perceived service quality and student satisfaction. A sample of 265 respondents from public and private business schools of Lahore, Pakistan was selected for this study. A structured questionnaire developed around SERVQUAL dimensions was used to receive feedback from respondents using random sampling technique. Data was analysed through SPSS 21.0 for gap and mediation regression. Results showed overall service quality gap in business schools was negative (-.128). Gap was also negative in five SERQUAL dimensions with highest in tangibles (-.265) and least in empathy (-.037). Results showed students’ expectations exceeded their perceptions resulting in dissatisfaction. Hypothesis for institutional difference was also partially supported. Findings shows partial mediation of perceived value between f perceived service quality and student satisfaction, as predictor variable remained significant after controlling for mediator. The findings are in alignment with previous research studies. Based upon study findings, it is recommended to management and policy makers of business schools to make resource allocation and revisions in quality policy incorporating students’ valuable feedback.