Service Quality In Higher Education: An Antecedent To Satisfaction And Behavioral Intentions
The purpose of the current study is to empirically examine the critical service quality dimensions that
contributes to student satisfaction in higher education and to analyze whether satisfaction with service delivery leads to
behavioral intentions for recommendation.
The study, descriptive and diagnostic in nature was conducted on postgraduates graduate management students from two
leading universities in South India. 216 students participated in the survey. Self-administered questionnaire was adopted to
capture the perceptions of students on service quality, satisfaction and behavioral intentions. For this purpose a twenty seven
items scale for service quality by Jain et al., (2012), six item scale for satisfaction and a three items scale for behavioral
intentions by Atheeyaman, A. (1997) was administered. CFA was performed to assess the model fit and multi variate
analysis and SEM were utilized to ascertain the relationship between the variables.
Service quality was found to be a significant predictor of students’ satisfaction which in turn was found to be a significant
predictor of the behavioral intentions to recommend the institute to other prospective students. The regression analysis
reveals that among the eight dimensions identified, the dimension of ‘interaction quality’ had the strongest impact on student
The study was confined to the postgraduate students in management from South India. The study holds implications for the
institutions that aims to remain competitive in the landscape of education sector in India. This current study is one among the
very few studies in India that empirically validates the idiosyncratic relationship between service quality, satisfaction and
behavioral intentions within the educational domain specifically for Higher education.
Keywords— Service quality, Higher education, Satisfaction, Behavioral intentions, Structural Equations Modelling, India.