Private Higher Education Institutions (PHEIs) in Malaysia: An Assessment of Service Quality and Students’ Satisfaction

Abstract

In confronting with multiple challenges, higher education institutions need to know how they are doing in order to attract and retain students. This empirical study reports the results of a study university, UNIRAZAK in determining the service quality and students’ satisfaction. Methodology: Employing Parasuraman’s SERVQUAL-scale, the paper attempts to answer the main research question: Is there a relationship between service quality (reliability, assurance, tangibles, empathy and responsiveness) and student’s satisfaction? The paper also takes a close look at their learning experience before and during the pandemic Covid-19. A total of 220 completed questionnaires were collected. Findings: Results show that UNIRAZAK students perceived Empathy to be the best dimension of service quality, and that there was a significant difference in the Tangibles dimension comparing pre and during MCO. Implications: The study implies that preparedness for eventualities had paid off during the pandemic. Although the findings pertain to UNIRAZAK, it should help other Malaysian PHEIs to better understand their current state of its services.