Research project proposal
Research Project Proposal
A research investigation of the perception by students of service quality at KOI
BY
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Research project proposal
AIM
The purpose of this research paper is to classify about perception of service quality by students at
KOI and quality elements for education services offered by KOI in Sydney (Australia) and to
enumerate their relative significance opinion from the student’s.
CONTEXT BACKGROUND
What is service?
Service define as, this is an enactment or presentation presented by one organization/firm to
another Lovelock (2001).
Service quality:
Quality becomes a stressed term in entire competitive world for both manufacturing and services
industry and in existing time, this is the most important element for achieving customer linking
& continuing sustainable competitive advantage Luca Petruzzellis, Angela Maria D’Uggento &
Salvatore Romanazzi (2006). There are a lot of perceptions and concepts about service quality
and it is most challenging part for individuals to attain an exact definition. However, McCleary
& John E. Swan (1996) studying different opinion’s and ideas of different writers and they
accomplish that service quality is the difference between anticipation of consumers about service
enactment before service happenstance and perception of consumers when service received.
Another writer belief that, “service quality contains consumer’s perception what the service
ought to and in what ways the exact service conveyed” Sheng-Hshiung Tsaur, Te-Yi Chang,
Chang-Huayen (2002).
It is a fact that education intuitions are the dissimilar service provider and offer different services
from other service firms and companies around the world and also having individual attributes
than others Josep Gallifa (2010). Shostack (1977) emphasized the implication of intangible
features in the makeup of the service product. For the writer, the intangible characteristics of
services that are provided in the education institutions and teaching is the most important
intangible service than others.
Service quality also influences the attitude and satisfaction of customers and increases the
competition between education organizations. In the circumstances of higher education service
quality becomes an important factor among universities due to competition. Globalization
strength, increment in expectation towards higher education universities, increases the strength
of students that pay full payments, and a various type of departments in education sectors as a
profitable service are influence the education sector that they must assess students regarding
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Research project proposal
service quality Kwek Choon Ling, Lau Teck Chai, Tan Hoi Piew (2010). Parasuraman, zeithmal
and Berry (1994) recommend that the service quality and price are those elements that influence
the customer satisfaction.
Berry et al. (1990) conclude that customers as being the individual evaluator of service quality
and academic institutions may evaluate service quality using by student perception as a
customer. By the writer point of view students are the more valuable customer in universities
Frances M. Hill (1995) but many writers cannot accept as a customer’s in educational institution
Mohamed Zairi (1995).
Previous learning determines that the abilities and activities of academic staff have a major
impact on student perception about extraordinary quality education Janet MacGregor (2003).
Professor must have well communication skills and accurate level of teaching methods that
understandable for students as an audience, in learning session professor should be deliver a
message in organized manner and gives knowledge about new developments that happening in
the market, passionate, easily approachable and respond with in a time. Yvonne Hill (2003).
Similarly, managerial staff should be prompt in student support service, well-mannered and
providing adequate information.
This study demonstrates that student’s feedback in universities is much more important because
their feedbacks support the management and also increases the value and quality of service by
quality assurance programs and etc. So, these programs support the student expectation as an
important stakeholder.
A list of background can be found in Appendix B.
Academic Benefits
This research paper provides understanding on how perception of service quality by students
affects the performance and growth of KOI positively. It increases the information of KOI
database and might be able to provide further qualitative Visions. Moreover, it will help to
identify other contingent factors that may be effect on the successful business promotions,
strategies and could raise quality of academic and non-academic dimensions.
Industry Benefits
This research paper helps that how to maximize the market share in this industry with in a
shorter time period by students perception of service quality at KOI because at present era this
industry is the fourth largest education export industry after UK, USA and FRANCE
(approximately more than 15 billion dollar worth after Iron, Gold and Coal). It gives more
opportunity to make decision making regarding more qualities the education industry with both
dimensions (educational and non-educational) and gives confidence to make incredible strategies
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for profitability and return on investment with in minimum time frame. In addition, that will
contribute long term Australian economic prosperity.
PRELIMENARY LITERATURE REVIEW
Students Perceived service quality:
Kang and James (2001) suggest that perceived service quality is the fundamental concept of
quality assurance in service management literature. In beginning, Consumer decisions or an
approach linking to the greater services is known as perceived quality services Parasuraman
(1995). Zeithaml and berry (1994) explain that there is a connection between customer
satisfaction and perceive service quality and after they clarify that customer satisfaction is totally
about perceive service quality, product quality and price.
Muhammad Madi Bin Abdullah (2009) discussed that the difference between consumers’ needs
and perception of actual service presentation also known as perceive service quality. If consumer
needs is less than the consumers fulfillment then consumers will have greater perception of
service quality Parasuraman (1988). Cronin and Taylor (1992) considered the perceive quality of
service perspective, a manner equally argued that the doctrine should be. Based on these
considerations; the author usually expects their level of education than the service performance
levels of students diagnosed as approved student perceived quality.
Numerous authors tried to diagnose the dimensions of perceive service quality and also tried to
clarify this concept. Though, there is a slight dissimilarity between those authors who tied to
clarify the student perceive service quality. Those researchers measure the dimensions
(Responsiveness, Empathy, assurance, tangible and reliability) through different models and tests
and these dimensions planned by Parasuraman (1998). One of the models is follow (Beaumont),
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Research project proposal
Figure 2.2: The Perceived Service Quality Model Source: Gronroos (1984)
However, some other author’s suggested different ideas about student perceived service quality
like Soutar and McNeil (1996) explain that there are two dimensions of student perceive service
quality,
1) Educational dimensions
2) Non-educational dimensions
Educational dimensions:
An academic dimension involves communication, empathy, responsiveness, reliability, tangible,
assurance and knowledge.
Non-educational dimensions:
A non-educational dimension involves system, empathy, responsiveness, tangible, knowledge
and assurance.
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Research project proposal
Adee Athiyaman (1997) also explain in simple words that student perceive service quality
dimensions involves IT lab services, library services, administration services, teachers
availability and convenient time for students consultation, well skilled and competent academic
staff, area of class, well equipped classes, student workload, internal environment, physical and
other compulsory facilities.
Additionally, Frances M. Hill (1995) conclude 16 dimensions to assess the student perceived
service quality includes academic staff with aspects of (quality, accessibility and consultation
time for students), student associations, IT lab services, library services, photocopy shop, book
shop, alumni service, scholarship services, medical dispensary in the territory of institute, hostel
service for both genders, student unifications, sports facilities, entertainment facilities, tour
facilities, physical education, transport services.
A list of key literature for review can be found in Appendix B.
Objective of the study
To pinpoint the influence of teaching staff on students perceived service quality.
To pinpoint the influence of management staff on students perceived service quality.
To pinpoint the influence of facilities on students perceived service quality.
Scope of study
The purpose of this research study is to recognize the student perception regarding service
quality and service quality elements for academic services offered by KOI in Australia.
Research Method
The research will be conducted through interviews of students at KOI regarding perception of
service quality of KOI. This research is based on semi structured and open ended questions.
Moreover, based on qualitative approach that we will get richer data rather than survey based
research. However it is based on limited by its sample size.
Expected results
At the end of this study outcome will show the internal quality of KOI. In addition, discussion
and conclusion can be used by KOI for quality assessments and quality control.
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Research project proposal
Theoretical Framework
The following is the Theoretical Framework of this study:
Input
Variables Effect
Teaching staff Student satisfaction
Management staff Factor influence students
Facilities perceived service quality.
Service quality
Output
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Research project proposal
Milestone Dates
Project proposal 11 April
Preliminary literature review 14 April
Ethic Application 16 April
Consent letter 16 April
Submission of project proposal 21 April
Complete Interviews 13 May
Submission of final report 31 May
Final Report due 2 June
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Research project proposal
Output
Research Project Gantt chart
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Research project proposal
09
21
10
30
20
Generate Ideas
Literature Review
Detailed Proposal
Review, Feedback
Submit Proposal
Create Progress Report Template
Literature Review
Identify interview questions
Meeting with Ian
1st round of interviews
2nd Literature Review
interview questions
Meeting with Ian
Perform Interviews
Final Review and Editing
Submit Complete Report
APPENDIX B: Literature Review & Context Background Texts
SERVQUAL revisited: A critical review of service quality. The Journal of 1996 Asubonteng, P., McCleary,
Service Marketing K.J. and Swan, J.E.
Student satisfaction and quality of service in Italian universities. 2006 Petruzzellis, L., D’Uggento,
Managing Service Quality A.M. and Romanazzi, S.
Exploring the relationships among service quality features, perceived 2009 Francis, S.K., Madi Bin
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value and customers satisfaction. Journal of Industrial Engineering and Abdullah, M. and Ismail, A.
Management
Service quality and student satisfaction: A case study at private higher 2008 Ilias, A., Rahman, R.A. and
education institution. International Business Research Zulkeflee Abd Razak, M.
The nature and determinants of customer expectation of service. Journal 1993 Zeithaml, V.A., Berry, L.L.
of the Academy of Marketing Science and Parasuraman, A.
The ‘inside-out’ and ‘outside-in’ Approaches on Students’ Perceived 2010 Ling, K.C., Chai, L.T. and
Service Quality: An Empirical Evaluation. Management Science and Piew, T.H.
Engineering
Measuring service quality in a territory institution. Journal of Educational 1996 McNeil, M., Soutar, G.
Administration
Managing service quality in higher e4ducation: the role of the student as 1995 Hill, F.M.
primary consumer
Total quality management in California public higher education. Quality 2001 Aly, N. and Akpovi, J.
Assurance in Education
Student’s perceptions of quality in higher education. Quality Assurance in 2003 MacGregor, J., Lomas, L. and
Education Hill, y.
Assessing service quality in schools of business. International Journal of 1997 McDaniel, J.R. and Pariseau,
Quality & Reliability Management S.E.
Total quality education for superior performance. Training for Quality 1995 Zairi, M.
Linking student satisfaction and service quality perceptions: the case of 1997 Athiyaman, A.
university education. European Journal of Marketing
TQM implementation and students satisfaction of academic performance. 2005 Raju, R. and Rajendran, G.
The TQM Magazine
An integrated model for the effects of perceived product, perceived 2001 Chiao, Y.C. and Bei, L.T.
service quality and perceived price fairness on consumer satisfaction and
loyalty. Journal of Consumer Satisfaction, Dissatisfaction and
Complaining Behavior
Reassessment of expectations as a comparison standard in measuring 1994 Berry, L.L., Zeithaml, V.A.
service quality: implication for further research. Journal of Marketing and Parasuraman, A.
Measuring service quality: A Reexamination and Extension. Journal of 1992 Joseph, J. and tylor, S.A.
Marketing
Assessing the Teaching Quality to Student Satisfaction Relationship: 1999 Guolla, M.
Applied Customer Satisfaction Research in the Classroom. Journal of
Marketing Theory and Practice
Gaining Competitive Advantages: Analyzing the Gap between 2003 Weinstein, A., Plank, R. and
Expectations and Perceptions of Service Quality. International Journal of Johnson, P.L.
Value-Based management
Student perception of service quality in a multi-campus higher education 2010 Batalle, P. and Gallifa, J.
system in Spain. Quality Assurance in Education
Service quality in higher education: the students view point. 2012 Beaumont, D.J.
The evaluation of airline service quality by fuzzy MCDM. 2002 Tsaur S.H, Chang T.Y,
Huayen C.
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Research project proposal
Human evidence: a new part of the marketing mix 1977 Shostack, G.L.
A conceptual model of service quality and its implications for future 1995 Berry, L.L., Zeithaml, V.A.
research. and Parasuraman, A.
Servqual 1988 Berry, L.L., Zeithaml, V.A.
and Parasuraman, A
Human Research Ethics APPLICATION FORM
For HREA panel use only:
Reference No:
Approved Change Refer Reject
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Research project proposal
Please attach documentation where required. Please answer all questions.
1. Investigators
School / Unit /
King's Own Institute, Postgraduate Research Program
Centre:
Investigator
First
Title: Mr Surname: Tahir Mehmood ahmed
name:
Phone / Mobile: 0470275423 Fax:
Email: [email protected]
First
Title: Mr Surname: Raza Ali anwar
name:
Phone / Mobile: 0424800019 Fax:
Email: [email protected]
First
Title: Mr Surname: Hussain Saddam
name:
Phone / Mobile: 0469850364 Fax:
Email: [email protected]
First
Title: Mr Surname: Raza Syed Nasar
name:
Phone / Mobile: 0470281142 Fax:
[email protected]
Email:
First
Title: Mr Surname: Mahmood Hafiz Tariq
name:
Phone / Mobile: 0414681116 Fax:
Email: [email protected]
First
Title: Mr Surname: Awais Muhammad
name:
Phone / Mobile: 0435008169 Fax:
[email protected]
Email:
First
Title: Mr Surname: Ikram Muhammad Ahsan
name:
Phone / Mobile: 0451969499 Fax:
Email: [email protected]
Supervisor
First
Title: Dr. Surname: Benton Ian
name:
Phone/Mobile: 0410-480-584 Fax:
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Research project proposal
Email: [email protected]
2. Status of Investigator
What is the academic status of the investigator: Academic Student
If student, please indicate the Candidate Level:
PhD Masters PG Dip Honours Other
If other please specify:
3. Project Title
Title: A research investigation of perception by students of service quality at KOI
4. Project Description
Please see the end of this ethic form.
5. Potential for Harm to Participant and/or Investigators
a) Is there any potential for harm, physical, psychological, social, cultural or
YES NO
financial to the participants?
If you answered "YES" please describe the risk(s) and estimate their probability.
b) Are there potential risks to Investigators? YES NO
If you answered "YES", please describe the risk(s) and estimate their probability.
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Research project proposal
6. Recruitment of participants
a) Give details of the participants who will be taking part in the project and describe fully how many and
how they are to be recruited. Please attach any recruitment advertisements and posters.
b) Is there any possibility of coercion of participants to enrol in the study? YES NO
If you answered “YES”, please describe the nature of the coercion and how this issue is to be resolved.
c) Are participants in a dependent relationship with the Investigator (e.g.
YES NO
teacher-student)?
If you answered “YES”, please describe the nature of the relationship and how this issue is to be
resolved.
d) Will participants be offered an inducement to encourage their involvement? YES NO
If you answered “YES”, please describe the nature of the inducement and explain the appropriateness
of offering an inducement.
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Research project proposal
7. Informed Consent
Will you seek written informed consent from participants? YES NO
If you answered "YES", please attach a Participant Information Sheet (PIS) and Consent Form
prepared in close accordance with HREC Proforma. If you answered "NO", please justify why not.
Note: the Consent Form and Revocation of Consent Form must be on separate sheets. Also, separate
consent forms are normally required for interview participants and subjects in laboratory experiments. For
questionnaire surveys, the cover sheet of the survey instrument should be the PIS. Furthermore, a
statement indicating that completion and return of the questionnaire will be regarded as consent should
be included on the cover sheet. Contact details of the researcher and the Ethics Secretariat must also be
included on the cover sheet.
8. Observation and Records
a) Is it necessary in your research to make recorded observations of
YES NO
participants (e.g. audiotapes, videotapes)?
If you answered "YES" please explain why and outline how this will be done. (Note: explicit reference
must be made on both the Consent Form and the Participant Information Sheet indicating that
permission for audio/video taping is being sought from the participant.) The Participant Information
Sheet should make clear what will happen if the participant does not wish to be tape-recorded (for
example, the interview may be abandoned, or hand-written notes only may be taken).
The interviews will be audio recorded to allow the separation of note-taking and analysis from the
process of conducting the interview. This will enable a more complete analysis of the data.
If the participant does not wish to be tape recorded, hand written notes will be taken. The participant
will be informed of their right to not be taped and their right to withdraw from participation at any time
without fear of any negative consequences.
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Research project proposal
b) Is it necessary to use records or database information that are not publicly
YES NO
available?
If you answered “YES please explain why and outline how this will be done
9. Confidentiality, Privacy, Anonymity
a) Is there a possibility of participants being inappropriately identified or
YES NO
confidential data being divulged during or after the research has taken place?
If you answered “YES” please describe the measures you will take to ensure privacy, confidentiality
and anonymity are preserved.
Personal Confidentiality
There is a risk that the interviewees can be identified indirectly through listening to the audio
records or analysing the audio transcripts as there are a total of XX interviewees. The following
measures will be taken to ensure personal privacy and confidentiality.
1- Audio records will not be stored on company server.
2- Access to the audio records will be restricted to the lead researcher.
3- The participants will not be identified on other documentation unless express permission is
given first.
b) Please confirm that data will be stored for a minimum of 7 years in a secure location and provide
details of the location (including the office number) and steps to ensure the security of data.
Data will be stored on a secure/private google apps account. The data is backed up by three
geographically isolated servers that locations are not disclosed. Data is stored indefinitely.
c) Does your research involve the use of an online survey? YES NO
If you answered “YES” please identify the software you will be using and attach a copy of the privacy
policy associated with the online survey, e.g. the commercial firm’s privacy policy.
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Research project proposal
10. Deception / Debriefing
Is it necessary during your research to deceive participants? YES NO
If you answered “YES” please explain why, and outline how this will be done. In addition, please attach
a description of your de-briefing procedure for participants.
11. Conflict of interest, including financial involvement
a) Is the research being funded by an agency outside the KOI? YES NO
If you answered “YES” please provide details and attach documentation.
The research project was made as an independent decision and is not receiving any funding. There is
no conflict of interest or financial gains to be made through this research.
b) Is there any conflict of interest (including financial gain) likely to result from
YES NO
this project?
If you answered “YES” please provide details and attach documentation.
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Research project proposal
12. Organisations other than KOI
Are there organisations other than KOI involved in this research (for example,
organisations providing research site access and/or providing permission to YES NO
gain access to staff and/or records)?
If you answered “YES”, please provide details and please attach a letter of support for the research
from each organisation involved.
13. Declaration of Investigators
I/we apply for approval to conduct the research. If approval is granted, it will be undertaken in
accordance with the protocol described in this application and other relevant guidelines, regulations and
laws.
Name (Block Letters) Signature Date
Team 10
Members:
Mehmood Ahmed Tahir
Hafiz Tariq Mahmood
First Investigator: Syad Nasar Raza
Saddam Hussain
Ali Anwar Raza
Muhammad Awais
Muhammad Ahsan Ikram
Supervisor: Dr Ian Benton
Checklist
Question Document / copies Check
Project Description
4 Needed
Questionnaire Needed Not needed
Interview Schedule Needed Not needed
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Research project proposal
Recruiting Advertisement
6 Needed Not needed
Recruiting Poster Needed Not needed
Subject Information Sheet
7 Needed Not needed
Consent Form Needed Not needed
De-briefing Procedure
10 Needed Not needed
Funding Details
11 Needed Not needed
Letter of support from organisations other than KOI
12 Needed Not needed
Email address of all Investigator(s) and Supervisor.
Other
Email messages that are clearly identifiable as having
originated from KOI account or an identifiable Needed
employer provided account
Your application should be one PDF file only
containing your application and all supporting Needed
documentation.
Signatures of all Investigator(s) and Supervisor Needed
Before submitting this Application Form to the HREA,
the application should be reviewed and given ‘sign off’
by the HREA representative within your School. Needed
Please use the space provided below this Checklist.
In my opinion, this research project complies with the
“National Statement on Ethical Conduct in Human Yes No
Research”.
KOI BUS703 Research Project
Name of School representative: Dr Ian Benton
Signature of representative:
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Research project proposal
PROJECT DESCRIPTION
21 April
A research investigation of the perception by students of service quality at KOI
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Research project proposal
The purpose of this research paper is to classify about perception of service quality by students at KOI
and quality elements for education services offered by KOI in Sydney (Australia) and to enumerate their
relative significance opinion from the student’s.
The purpose of this research study is to recognize the student perception regarding service quality and
service quality elements for academic services offered by KOI in Australia.
The research will be conducted through interviews of students at KOI regarding perception of service
quality of KOI. This research is based on semi structured and open ended questions. Moreover, based on
qualitative approach that we will get richer data rather than survey based research. However it is based
on limited by its sample size.
At the end of this study outcome will show the internal quality of KOI. In addition, discussion and
conclusion can be used by KOI for quality assessments and quality control.
INTERVIEW CONSENT LETTER
This document is an agreement to participate in the King's Own Institute research project conducted
within the Master of Accountancy program. Interview participants should sign their consent to be
interviewed in this research project at the base of this agreement and return it to the research team at
time of their interview.
Before agreeing to participate in this research, we strongly encourage you to read the following
explanation of this study. This statement describes the purpose and procedures of the study. Also
described is your right to withdraw from the study at any time.
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Research project proposal
Explanation of Procedures
King's Own Institute is doing business community research to identify how and why A research
investigation of the perception by students of service quality at KOI. We are conducting this study to
learn more about this question since it has not been studied in depth in the past.
The interviews are conducted between 02/05/2016 and the 13/05/2016 subject to ethic approval and
interviewee availability. The interviews will take place on site during working hours and are expected to
take between 1 and 1.5 hours in length. During this time, you will be interviewed about your experiences
with outsourcing accounting services. The interviews will be audio-recorded and later transcribed for the
purpose of data analysis.
Confidentiality
The information gathered during this study will remain confidential in secure premises during this project.
Only the researchers and the research supervisor will have access to the study data and information. There
will not be any identifying names on the surveys or interview transcripts; they will be coded and the key
to the code will be kept locked away. Your names and any other identifying details will not be revealed in
any publication of the results of this study. The tapes will be destroyed at the completion of the study. The
results of the research will be published in the form of a research report and may be published in a
professional journal or presented at professional meetings.
Withdrawal without Prejudice
Participation in this study is voluntary; refusal to participate will involve no penalty. You are free to
withdraw consent and discontinue participation in this project at any time without prejudice or penalty.
You are also free to refuse to answer any question that we might ask you.
If you have questions about the project or need more information, please contact:
First
Title: Mr Surname: Tahir Mehmood ahmed
name:
Phone / Mobile: 0470275423 Fax:
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Research project proposal
Email: [email protected]
First
Title: Mr Surname: Raza Ali anwar
name:
Phone / Mobile: 0424800019 Fax:
Email: [email protected]
First
Title: Mr Surname: Hussain Saddam
name:
Phone / Mobile: 0469850364 Fax:
Email: [email protected]
First
Title: Mr Surname: Raza Syed Nasar
name:
Phone / Mobile: 0470281142 Fax:
[email protected]
Email:
First
Title: Mr Surname: Mahmood Hafiz Tariq
name:
Phone / Mobile: 0414681116 Fax:
Email: [email protected]
First
Title: Mr Surname: Awais Muhammad
name:
Phone / Mobile: 0435008169 Fax:
[email protected]
Email:
First
Title: Mr Surname: Ikram Muhammad Ahsan
name:
Phone / Mobile: 0451969499 Fax:
Email: [email protected]
If you agree to participate in this study, please sign two copies of this letter. Return one to a research team
member and keep the other for your records.
Your signature on this form indicates that you understand to your satisfaction the information provided to
you about your participation in this research project, and that you agree to participate as a research
subject. In no way does this waive your legal rights nor release the investigators, sponsors, or involved
institutions from their legal and professional responsibilities. You should feel free to ask for clarification
or new information throughout your participation.
Declaration of the Interviewee
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Research project proposal
I have read the above information regarding this research study on a research investigation of the
perception by students of service quality at KOI
By signing this letter, I give free and informed consent to participate in this research study.
Participant’s Printed Name: _______________________________________
Participant’s Signature: _______________________________________
Date: ________
Each researcher’s Printed Name & Signature:
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
Date: ________
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