RELATIONSHIP BETWEEN CORPORATIVE QUALITIES AND STUDENT SATISFACTION IN PRIVATE UNIVERSITY, MALAYSIA
Publication Date : 09/11/2019
The primary objective of this study was to identify the nature and significance of the relationship between corporative qualities and student satisfaction. The specific objectives of the research were to determine the dimensions of corporative qualities that influence student satisfaction; establish the difference in service quality perception amongst private universities students in Malaysia. The research hypotheses were derived from the research objectives. A positivist paradigm guided the study. A cross sectional sample survey was used to collect data from stratified randomly selected respondents. A twenty-nine items scale instrument designed for private universities with specific focus on student satisfaction was self-administered to 767 respondents. Descriptive analysis, histogram and box plot form were used to profile the respondents. Analysis of Variance (ANOVA) test was used in comparative analysis linear regression analysis was used to test the research hypotheses and hierarchical regression analysis was employed to ascertain the predictive power of the corporative qualities dimension on student satisfaction. A statistically significant relationship was established between corporative qualities and student satisfaction. The results of the study imply that university management has to invest in reputation, recognition and value for money because the three variables have profound influence on private university. The study concluded that corporative qualities has a strong influence on student satisfaction; however, there may be other factors that affect student satisfaction.
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