STUDENTS SATISFACTION AND

SERVICE QUALITY STANDARD (SQS)

Satisfaction is defined as a feeling of happiness and joy that obtained by the
individuals when they managed to achieve and satisfy their needs and desires
as a human.
A higher education institution, particularly private colleges and universities,
student satisfaction is an important factor and it is a deliberate issue because
student satisfaction contributes to the net-and-loss of the universities
accounts.
Bitner and Zeithaml (1996), indicated that the communication skills and
assistance of teaching staff; lectures, the effective contact between lecturers
and students can support student to accomplish their aims.
Besides, another key influence of students satisfaction is the quality of
acquired skills. The universities and colleges must always ensure that the
courses and skills that they provide to the students must be paired and tied to
the labour market demands.

STUDENTS SATISFACTION AND

SERVICE QUALITY STANDARD (SQS)
In addition, the quality of learning resources is also playing a significant role in
providing students satisfaction. The students tend to feel satisfied with their
educational institutions when the faculties offer the learning resource facilities
that meet their expectations.
Quality of lecturers, the adequate learning facilities, and skills acquisition quality
that parallels with the labor market orientation are found to be the key standards
for students satisfaction.
The satisfied students would provide positive feedbacks about their universities
and faculties and they would recommend their universities and faculties to the
potential students.
There is another angle of students satisfaction that reflects the SQS which is
students expectation.
The other factors such as personal, situational, price and reliability are the factors
that can change the level of students satisfaction in university.

CONCEPTUAL FRAMEWORK
The conceptual framework for this case study is shown in figure
1.0. This pilot model was developed as a basis of analysis to
discuss the relationship between Service Quality Standards and
Business Students Satisfaction.

RESEARCH DESIGN
This case study was a quantitative approach whereby
the survey questionnaire was used in order to obtain
the information.
The survey questionnaire was designed investigate
students satisfaction towards Service Quality Standards
in Business Faculty. This survey questionnaire was
divided into two parts which are demographic and
students satisfaction.

POPULATION AND SAMPLE

The population of this case study was students from one
of the private universities located in Shah Alam,
Selangor. The sample of this case study was the
students in Business Faculty. There were 40 set of
questionnaires were distributed and 30 respondents
managed to complete and return the questionnaire.

RESEARCH INSTRUMENTS
The questionnaire was formulated and adapted from the basis of
Quality Assurance Standard in Higher Education Institutions in Jordan
(Accreditation Commission of Higher Education, 2012). Those
statements were related to the evaluation of the quality colleges.
The first part of the questionnaire was about the demographic of the
respondents that contained 4 questions. The second part was
examined the students satisfaction. There were seven (7) standards
of quality that had been used in order to investigate the level of
students satisfaction.
The level of satisfaction was measured by 4-degree Likert scale (1 =
strongly dissatisfied, 2 = dissatisfied, 3 = satisfied, 4 = strongly
satisfied).

DATA COLLECTION

DATA ANALYSIS
The data obtained through the survey questionnaire had been analyzed
by using the Statistical Package for Social Sciences (SPSS) version 21.0.
For the respondents demographic, all the information were analysed by
using descriptive analysis through frequency analysis (frequency and
percentage).
In order to measure the level of satisfaction among business students,
descriptive analysis through frequency analysis had been used and the
level were divided into three groups; low, moderate and high (Research
Question 1). The descriptive analysis (Mean and Standard Deviation)
was applied to measure the the level of Service Quality Standards as
perceived by students of Business Faculty (Research Question 2). Then,
Pearson Correlation had been used to find the relationship between SQS
and students satisfaction in Business Faculty (Research Question 3).

PROFILE OF RESPONDENTS

LEVEL OF BUSINESS STUDENTS SATISFACTION TOWARDS

SERVICE QUALITY STANDARDS (SQS); STAFF (ST),
KNOWLEDGE (K), SKILL (SK), LEARNING (L),
ADMINISTRATION (A), INFRASTRUCTURE (I), COMMUNITY
(C) AND STUDENTS SATISFACTION (S)

Table 1.4 indicated the satisfaction level of business students towards

Service Quality Standard (SQT). From the finding, it showed that 70%
of the students demonstrated moderate level of satisfaction towards
SQS and only 30% of them showed high level of satisfaction towards
SQS in Business Faculty. Apart from that, there is no number of
students showed low level of satisfaction.

LEVELS OF SERVICE QUALITY STANDARDS (SQS); STAFF

(ST), KNOWLEDGE (K), SKILL (SK), LEARNING (L),
ADMINISTRATION (A), INFRASTRUCTURE (I),COMMUNITY (C)
AND STUDENTS SATISFACTION (S) AS PERCEIVED BY
STUDENTS IN BUSINESS FACULTY.

Table 1.5 discussed the level of SQS dimensions as perceived by students

in business faculty. Based on the results, the highest mean was in
Learning (M=3.43, SD=.363), followed by Skill (M=3.36, SD=.286) and
Staff (M=3.27, SD=.663). The level of students satisfaction in Knowledge
was (M=2.42, SD=.782), Administration (M=2.13, SD=.500) and
Infrastructure (M=2.13, SD=.566). The lowest mean was Community
(M=1.98, SD=1.98). As a conclusion, Business Faculty in UniSel is able to
meet the students expectation by providing adequate learning facilities,

RELATIONSHIP BETWEEN THE OVERALL SERVICE

QUALITY STANDARD (SQS) AND QUALITY OF
STUDENTS SATISFACTION IN BUSINESS
FACULTY

Table 1.6 showed the relationship between SQS and Quality

Students Satisfaction in Business Faculty. From the result, it can
be concluded that there was a positive relationship between SQS
and Quality Students Satisfaction. However, there was no
significance correlation between Service Quality Standard (SQS)
and Quality Students Satisfaction (r=.178, p>.05).Students
satisfaction is determined by other factors.