Perceived Service Quality (SQ) and Customer Satisfaction (CS): Students’ Perceptions of Kenyan Private Universities

Abstract

This paper illustrates the relationship between service quality (SQ) and customer satisfaction (CS)through empirical evidence using structural equation modeling of data collected through a survey conducted among a sample of 522 students at private universities in Kenya, aself-administered questionnaire was used to collect data classified on Higher Education Performance Model (HEdPERF) framework, comprising non-academic, academic, reputation, access, programme issues and understanding aspects of SQ. The results revealed that the six SQ dimensions of HEdPERF needed to be collapsed into four variables of SQ that were significant to students of private universities. Furthermore, the dimensions had a positive and significant relationship with SQ, and in turn influenced CS. Recommendations are made to the university managers and higher education policy makers to improve SQ by taking note of the importance of the variables identified as being of benefit to customers, as quality services improve satisfaction, university’s competitiveness and excellence.

DOI: 10.5901/mjss.2014.v5n23p2739