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The Study of Service Quality and How It Influences Student Satisfaction in Phương Đông College.
The University of Đà Nẵng – Shu-te University Class: SD MBA1 Thesis Proposal Student: Võ Thị Diệu Quỳnh ID: 11752314 Advisor: Dr Yi-Feng Yang Co-Advisor: Dr Nguyễn Hiệp Master Program in Business Administration Graduate School of Business Administration Shu-Te University, Taiwan 15th September, 2012 Free Powerpoint Templates Page The Study of Service Quality and How It Influences Student Satisfaction in Phương Đông College Free Powerpoint Templates Introduction Theoretical Framework and Hypothesis Development Research Methodology Research expectation and ethical considerations Reference Key words: Private College, Student Satisfaction, Service Quality, Perception, Expectation) Free Powerpoint Templates Page Free Powerpoint Templates Page 1.1 Phương Đông College 1.2 Student service context 1.3 Study purpose 1.4 Study gaps 1.5 Research question Free Powerpoint Templates Page The purpose of Phương Đông college is to educate, inspire, and prepare each student for a life of success To fulfill that purpose, Phương Đông college provides a high quality undergraduate shaped by the traditions of liberal arts and career preparation Free Powerpoint Templates Page Each year, there are about million applications to major public universities, but only 20% of those are accepted The other 80% often have to spend another year to improve their examination score hoping to get in the year after Some apply to the other 400 private universities and colleges Free Powerpoint Templates Page To give us a better understanding of the satisfaction of our student from a student point of view At the end of this research paper, I believe that I will learn what students like about our school and how to improve it or what they dislike about the services and how to fix the flaws Free Powerpoint Templates Page There are many gaps between customer and service provider Understand these gaps will help us satisfy our customer in a more effective manner For example, customer might not understand the actual quality of our services like library resources, writing center, and so on… Free Powerpoint Templates Page • This study is intent to understand: Conception of service quality Perceived quality and objective quality Quality and satisfaction Service quality and its Dimensions Free Powerpoint Templates Page 10 3.1 Research Framework 3.2 Data Collection 3.3 Instrumentation 3.4 Questionnaire Free Powerpoint Templates Page 22 Figure Free Powerpoint Templates Page 23 Both primary and secondary data sources will be used to answer my research questions Primary data will mainly be obtained through the administering of questionnaires Secondary sources like past studies and archives will be accessed from various databases like Shu-te library, Google documents, and Phương Đông college database Free Powerpoint Templates Page 24 This study uses survey as a tool to obtain the data needed The survey consists of 22 statements which will be applied points Likert The data analysis for this study conducted through Statistical Package for Social Science (SPSS) software version 16 Free Powerpoint Templates Page 25 Total of 22 questions points Likert Free Powerpoint Templates Page 26 Free Powerpoint Templates Page 27 4.1 Research expectation 4.2 Ethical consideration Free Powerpoint Templates Page 28 At the end of the study, I expect to find that service quality will be positively related to students' satisfaction I hope the study will confirm what other researches try to suggest here, which is by improving service quality, it may potentially improve the students' satisfaction as well " Free Powerpoint Templates Page 29 Confidential information Open minded No modification Free Powerpoint Templates Page 30 Free Powerpoint Templates Page 31 Negi, R (2009) “Determining customer satisfaction through perceived service quality” Parasuraman, A (1985) “A conceptual model of service quality and its implications for future research” Parasuraman, A (1988) “SERVQUAL: A multiple item scale for measuring consumer perceptions of service quality” Babar, Z B (2010) “A study examining the students satisfaction in higher education” Free Powerpoint Templates Page 32 Akan, P (1995) "Dimensions of service quality: a study in Istanbul" Managing service quality, MCB University Press, Vol.5, Number 6, p.39-43 Asubonteng, P., McCleary, K.J and Swan, J.E (1996) "SERVQUAL revisited: a critical review of service quality" The Journal of Services Marketing, Vol.10, Number 6, p.62-81 Brady, M K and Cronin, J Jr (2001) "Some new thoughts on conceptualising perceived service quality A hierarchical approach" Journal of Marketing, Vol 65, p.34-49 Chowdhary, N and Prakash, M (2007) "Prioritising service quality dimensions" Management Service Quality, Vol 17, Number 5, p.493-509 Free Powerpoint Templates Page 33 Cronin, J J., and Taylor, S A (1992) "Measuring service quality; a re-examination and extension" The Journal of Marketing, Vol 56, Number 3, p.55-68 Douglas, L and Connor, R (2003) "Attitudes to service quality- the expectation gap" Nutrition & Food Science, Vol 33 Number 4, p.165-172 Ladhari, R (2009) "A review of twenty years of SERVQUAL research" International Journal of Quality and Service Sciences, Vol 1, Number P.172-198 Anderson, E W., Fornell, C., and Mazvancheryl, S K (2004) "Customer Satisfaction and Shareholder Value" Journal of Marketing, Vol 68,172-185 Free Powerpoint Templates Page 34 No When Activity Sep 15, 2012 Chapter completed Sep 30, 2012 Chapter completed Oct 15, 2012 Chapter completed Nov 30, 2012 Questionnaire, Working data analysis Dec 15, 2012 Chapter completed Dec 30, 2012 Chapter5 completed Jan 31, 2013 Full thesis completed and submitted Application for thesis oral defense Feb 28, 2013 Oral defense/examination Thesis revision Mar, 2013 Thesis finalization 10 April, 2013 Graduation procedure Free Powerpoint Templates Page 35 THANK YOU Free Powerpoint Templates Page 36 .. .The Study of Service Quality and How It Influences Student Satisfaction in Phương Đông College Free Powerpoint Templates Introduction Theoretical Framework and Hypothesis Development... Perceived quality and objective quality ? ?Quality and satisfaction ? ?Service quality and its Dimensions Free Powerpoint Templates Page 10 Free Powerpoint Templates Page 11 2.1 Definition of SERVQUAL... understand the actual quality of our services like library resources, writing center, and so on… Free Powerpoint Templates Page • This study is intent to understand: Conception of service quality