Service Quality Nexus Students’ Satisfaction at Ambo University Selected Campuses, Ethiopia

Abstract

The present study examined the relationship between service quality dimensions (tangibility, responsiveness, reliability, assurance, and empathy) and students’ satisfaction in Ambo University. Modified SERVQUAL model was adopted to undertake the study. Data was collected through questionnaires to measure service quality and students’ satisfaction. Interview was also conducted to triangulate information obtained through questionnaire. Stratified sampling technique was used in the study. The study developed and analyzed five hypotheses using regression and correlation analysis, whereas ANOVA and T-test were used to measure the level of significance between means. The result revealed that students in Awaro and Woliso campuses were not satisfied with some services delivery at the university. The findings indicated empathy explains variation in service quality (R2=0.58) and has strong relationship with student satisfaction followed by responsiveness, reliability, assurance and tangibility dimensions. Therefore, empathy and responsiveness had the most significant contribution on students’ satisfaction in all campuses of the university. The differences in gender, year of studies and age had no significant relation with students’ satisfaction where as campus difference showed significant relationship. However, campus difference had no significant disparity in students’ satisfaction in the case of students resided in Awaro and Woliso campuses. The study suggested that management at different levels of the University should give due attention to deliver quality services especially in empathy and responsiveness dimensions of service quality to maximize student’s satisfaction.