Service quality and student/customer satisfaction in the private tertiary education sector in Singapore

Abstract

Purpose This paper focuses on students’ perceptions of the quality of non-academic services received in higher education. While the important role played by expectations and perceptions in students’ evaluations of such services has been discussed in much of the service quality literature, there is insufficient work in the private tertiary educational sector (PTES). Thus, the purpose of this paper is to examine the relationships between service quality, student satisfaction, and behavioural intentions in the PTES, using Singapore as a case study. Design/methodology/approach This study adopted quantitative research to address the research questions. Primary data were collected from 324 valid responses from a survey conducted in two private tertiary educational institutes (PTEIs) in Singapore. Findings The results suggested that perceived service quality is positively correlated to satisfaction; perceived service quality and satisfaction are positively correlated to favourable behavioural intentions; and the relationships among perceived service quality and loyalty and paying more for a service are mediated by satisfaction. Originality/value This study is significant as the results provide better insights for Singaporean administrators in PTEIs, which is an under-researched area. Generally, the results will have far-reaching implications for all stakeholders in the delivery and consumption of education services in PTEIs, within and beyond Singapore.