This study aims to find out to what extent the Master of business administration students of priv... more This study aims to find out to what extent the Master of business administration students of private universities in Myanmar feels satisfaction regarding service quality. Also, we want to find out if the impact of positive feelings about the university affects the students’ level of satisfaction. To be able to answer these questions, quantitative research was conducted. Additionally, we used a 5-points Likert scale to measure the students’ opinions. This research aims to assess the overall satisfaction of MBA students studying in private universities of perceived service quality and perceived service value applying descriptive and analytical methods. The constructs measure students’ satisfaction: Reliability, Assurance, Tangibility, Empathy, and Responsiveness, while the constructs measure the latter: Experience and Knowledge, and Price. The study found that the students were satisfied with the university, despite a negative service quality-point. Furthermore, service quality only affected customer satisfaction to a small degree. Also, we found a positive relationship between the impact of positive news and the level of satisfaction amongst the students. The private universities may look at this paper’s findings and use them to realize their strengths and weaknesses. Future research may be conducted to determine if other factors have a greater impact on student satisfaction than service quality does. Further studies are needed to establish a causal relationship between customer satisfaction and other demographic variables. This study is unique because it investigates the service quality gap in a higher education context. Also, the study brings new knowledge of the impact of positive news on student/customer satisfaction. Hopefully, the impact of this study will increase the public’s insight into private Universities in Myanmar. A study similar to this one is useful to any organization globally to establish the level of satisfaction from time to time.
This study aims to find out to what extent the Master of business administration students of priv... more This study aims to find out to what extent the Master of business administration students of private universities in Myanmar feels satisfaction regarding service quality. Also, we want to find out if the impact of positive feelings about the university affects the students’ level of satisfaction. To be able to answer these questions, quantitative research was conducted. Additionally, we used a 5-points Likert scale to measure the students’ opinions. This research aims to assess the overall satisfaction of MBA students studying in private universities of perceived service quality and perceived service value applying descriptive and analytical methods. The constructs measure students’ satisfaction: Reliability, Assurance, Tangibility, Empathy, and Responsiveness, while the constructs measure the latter: Experience and Knowledge, and Price. The study found that the students were satisfied with the university, despite a negative service quality-point. Furthermore, service quality only affected customer satisfaction to a small degree. Also, we found a positive relationship between the impact of positive news and the level of satisfaction amongst the students. The private universities may look at this paper’s findings and use them to realize their strengths and weaknesses. Future research may be conducted to determine if other factors have a greater impact on student satisfaction than service quality does. Further studies are needed to establish a causal relationship between customer satisfaction and other demographic variables. This study is unique because it investigates the service quality gap in a higher education context. Also, the study brings new knowledge of the impact of positive news on student/customer satisfaction. Hopefully, the impact of this study will increase the public’s insight into private Universities in Myanmar. A study similar to this one is useful to any organization globally to establish the level of satisfaction from time to time.
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Furthermore, service quality only affected customer satisfaction to a small degree. Also, we found a positive relationship between the impact of positive news and the level of satisfaction amongst the students. The private universities may look at this paper’s findings and use them to realize their strengths and weaknesses. Future research may be conducted to determine if other factors have a greater impact on student satisfaction than service quality does.
Further studies are needed to establish a causal relationship between customer satisfaction and other demographic variables. This study is unique because it investigates the service quality gap in a higher education context. Also, the study brings new knowledge of the impact of positive news on student/customer satisfaction. Hopefully, the impact of this study will increase the public’s insight into private Universities in Myanmar. A study similar to this one is useful to any organization globally to establish the level of satisfaction from time to time.
Keywords - Customer satisfaction, service quality, positive news, student satisfaction, higher education.
Furthermore, service quality only affected customer satisfaction to a small degree. Also, we found a positive relationship between the impact of positive news and the level of satisfaction amongst the students. The private universities may look at this paper’s findings and use them to realize their strengths and weaknesses. Future research may be conducted to determine if other factors have a greater impact on student satisfaction than service quality does.
Further studies are needed to establish a causal relationship between customer satisfaction and other demographic variables. This study is unique because it investigates the service quality gap in a higher education context. Also, the study brings new knowledge of the impact of positive news on student/customer satisfaction. Hopefully, the impact of this study will increase the public’s insight into private Universities in Myanmar. A study similar to this one is useful to any organization globally to establish the level of satisfaction from time to time.
Keywords - Customer satisfaction, service quality, positive news, student satisfaction, higher education.