Students' Satisfaction towards the Service Quality of Saint Louis UniversityEvidence from SLU-SABM

INTRODUCTION

Intensive Competition

Marketing Strategies

No government financial assistance

SLU

Research Objectives

• Examine the relationship between service quality dimensions(tangibility, responsiveness,reliability, assurance,empathy and overall service quality) and students satisfaction

• Examine critical factors in service quality(t,r,r,a,e) that contributes most to satisfaction

Significance of the study

• to establish whether SLU is delivering the quality service that is expected from it by the students.

• SLU-SABM needs feedback from students of the quality of service being offered and how it influence their satisfaction.

• Result of study can give information –priority by the students

• To measure the level of service quality and level of students satisfaction.

• Study hopes to provide conclusions and recommendations for SLU quality improvements

• Researcher herself in her capacity as an employee to be more accommodating and courteous to students, parents, guardians and co-employees.

LITERATURESTUDENT SATISFACTION

• State felt by a person who has experience performance or an outcome that fulfill his or her expectation.

SERVICE QUALITY

• Costumer’s judgment about an entity’s overall experience or superiority(Perceived quality).

Overall Satisfaction

Adopting Marketing Concept

Students as Customers

Saint Louis University

staffs

Positive Attitude

Loyalty

Recommendation

Service Quality Dimension

Assurance

TangiblesResponsiveness

Empathy

Reliability

Service QualityService Quality

Adopted from Parasuraman

TANGIBLES

INTANGIBLES ASSURANCE RESPONSIVENESS EMPATHY RELIABILITY

LEVEL OF SATISFACTION

CONCEPTUAL FRAMEWORK

METHODS

• SURVEY- adopting the 23 basic ServQual instrument

• RELIABILITY– Cronbach’s alpha produced high alphas

FINDINGS

MEAN RESULTS

REGRESSION

1

2

TANGIBLES

• Appearance of building and grounds.• Access to the Internet/e-mail.• The organizational culture, belief and

value in this university.

ASSURANCE• SLU Employees are professional and neat

appearing • Friendly and courteous university staffs• I feel safe while services are being provided.• University’s staff knowledge on rules and

procedures• SLU has office hours convenient to me.• SLU Employees are professional and neat

appearing

RESPONSIVENESS

• Seldom get the “run-around” when seeking information on this University

• Availability of personnel to assist you.• Staffs capacity to solve problems when they

arise• Channels for expressing student complaints are

readily available.• Queries are dealt with efficiently and promptly

EMPATHY

• Access to computer facilities is accommodated with students’ convenient time

• Staff are willing to give students individual attention.

• When I have problems/concerns, staff shows a sincere interest in solving it.

• Administration has students’ best interest at heart.

• University are fair and unbiased in their treatment of individual students

RELIABILITY

• Registration is timely and error-free.• Materials associated with the services (such as

pamphlets or statement of accounts) are visually appealing.

• This university keeps its records accurately.• Queries are dealt with efficiently and promptly• Staff sincere interest in solving student’s

problem

FINDINGS

REGRESSION

MEAN RESULTS

1

2

SQ Impact to Satisfaction:REGRESSION

Independent Dependent β r2 Sig

Assurance

Overall Satisfaction

.454 .206 .000

Responsiveness .447 .199 .000

Empathy .477 .228 .000

Reliability .490 .240 .000

Tangibles .456 .208 .000

Service Quality .610 .371 .000

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Impact of SQ to Overall Satisfaction

Empathy

Tangibles

Assurance

Responsiveness

RELIABILITY

Summary of Descriptive: MEAN Results

Indicators Mean SD SigAssurance 3.6796 .52580 .000

Responsiveness 3.1619 .58483 .000

Empathy 2.8809 .67893 .000

Reliability 3.0977 .63718 .000

Tangibles 3.4287 .67425 .000

Service Quality3.2344 .47432 .000

Overall Satisfaction3.6495 .60041 .000

Conclusion

Highest Mean scores• Tangibility-”appearance of

building and grounds”• Reliability-” this University keeps

its record accurately”• Assurance-”SLU Employees are

professional and neat appearing”• Responsiveness-”availability of

personnel to assist you”• Empathy-”University are fair and

unbiased in their treatment”

Lowest Mean scores• Tangibility-”access to the

internet/e-mail”• “registration is timely and error-

free”• “SLU has office hours convenient

to me”• “channels for expressing student

complaints are readily available”• “Accessibility of computer

facilities is accommodated with students’ convenience”

Continuation:

• Highest and lowest mean scores pertain to items in the dimension tangibility

• Means that students’ experiences of the university’s services are most pronounced where the students can physically see evidences of the quality of services.

• Indicates the kind of students in SLU has more influenced by the physical evidences of services delivered in terms of their satisfaction level.

Recommendations

• Increase the number of up-dated computers and software

• Improve the registration procedure• Online enrollments• Trainings and seminars of employees• Proper staffing in offices

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