Effectiveness of service quality (servqual) dimensions increasing students satisfaction: A case study in Universiti Sains Malaysia / Nur Syazana Atiqah Nor Adzam

Identifying the level of Universiti Sains Malaysia (USM) student’s satisfaction towards USM performance in terms of service quality (SERVQUAL) is the main focus in this study. There are three main objectives in this research which are to identify whether USM students demographic have an effect on students satisfaction, to investigate whether USM students satisfied with tangibility, assurance, responsiveness and empathy USM and to find the best predictive model for USM students satisfaction towards USM performance in terms of SERVQUAL dimensions. A survey was conducted on students who are currently studying in Universiti Sains Malaysia. Data was collected by using self administered questionnaire. The data that had been collected was analyzed using descriptive analysis, chi-square test and binary logistic regression. 100 students had been answered the questionnaire to represent the sample. The result had been analyzed by using Statistical Package for Social Science (SPSS) version 19. The Logistic Regression had been used to analyze data. The objectives of the study are achieved but there are two variables does not give impact on student’s satisfaction which are variable empathy and demographic. This study had been successful conducted and the researcher had come out with the conclusion and the recommendations.