Influence of Service Quality on Customer Satisfaction in Higher Learning Institutions: Evidence from Catholic University of Mbeya

This study examined the influence of service quality on customer satisfaction at the Catholic University of Mbeya, Tanzania. Guided by the SERVQUAL model, the study assessed five dimensions of service quality: tangibility, reliability, responsiveness, assurance, and empathy. A mixed-methods approach was employed using a descriptive research design. Data were collected from 44 respondents selected from students and staff through questionnaires and interviews. Quantitative data were analyzed using descriptive statistics and multiple regression analysis, while qualitative data were analyzed thematically. The findings revealed that respondents were generally satisfied with institutional services (overall mean = 3.92). Among the SERVQUAL dimensions, tangibility and assurance received the highest ratings, while empathy recorded the lowest score, indicating limited personalized attention to students. Qualitative findings further identified challenges related to administrative delays, communication gaps, and inadequate individualized support. The study concludes that service quality significantly contributes to customer satisfaction in higher learning institutions. It recommends improving administrative efficiency, strengthening communication systems, enhancing staff professionalism, and adopting student-centered service delivery approaches to improve institutional performance.

Service quality, customer satisfaction, SERVQUAL, higher learning institutions, student satisfaction.

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