International Journal of Research and Innovation in Social Science (IJRISS) | Volume V, Issue IX, September 2021 | ISSN 2454–6186

Perceived Service Quality and Higher Education Satisfaction of College Students in Panabo City, Philippines

Najah Ranain – Abdulah
College of Business Administration Education, University of Mindanao, Philippines

Abstract: The link of satisfaction of students on the quality of services of higher education have been studied for decades, with different degree of relationship established in different contexts. This study aims to contribute to this body of knowledge by determining which attribute of perceived service quality best influence higher education among college students in Panabo City, Philippines. A sample of N=420 students from higher education institutions in Panabo City, Philippines were the main respondents of a structured survey using two instruments on perceived service quality and higher education satisfaction. The respondents demonstrated a high level of perceived service quality and displayed a high level or higher education satisfaction. Furthermore, it revealed a significant correlation between perceived service quality and higher education satisfaction. Moreover, of the five indicators on perceived service quality, service attitude significantly influences higher education satisfaction.

Keywords: marketing, perceived service quality, higher education satisfaction, college students, descriptive-correlation research design, Philippines

I. INTRODUCTION

Higher education institutions (HEI) are depending more on student satisfaction because of increased competition pressure in the education services sector (Farahmandian, Minavand & Afshardost, 2013). Student satisfaction is the amount of one’s feelings relative to his expectations after assessing the performance or results he feels (Kotler & Keller, 2012). Whereas, academic service marketing focuses on how HEIs develop an effective service quality to the students for them to be satisfied, where HEIs is considered a pure service (Belay, 2019). Due to the growing competitiveness of higher education institutions (HEIs) and with the advent of technologies that make learning borderless, it is necessary for universities and colleges to remain up-to-date with components of student satisfaction that could have a real impact on the institution in an ever-growing competitive market (Francis, 2016).