Fraser McLeay, Andrew Robson and Mazirah Yusoff
The constantly evolving higher education (HE) sector is creating a need for new business models and tools for evaluating performance. In this paper, an overview of the…
Abstract
Purpose
The constantly evolving higher education (HE) sector is creating a need for new business models and tools for evaluating performance. In this paper, an overview of the importance-performance analysis (IPA) model and its applicability as a management tool for assessing student satisfaction in the HE sector is provided. The purpose of this paper is to apply IPA in a new and novel manner, undertaking analysis at three levels; the individual student, for individual attributes and at a construct or factor level which combines individual attributes that are correlated. A practical application is illustrated, assessing the gap between the importance placed on specific student satisfaction attributes and corresponding levels of student-perceived performance realised.
Design/methodology/approach
The “service product bundle” (Douglas et al., 2006) is refined based on focus group evaluation. Survey responses from 823 students studying across four Malaysian private universities are analysed using factor analysis and the IPA model utilised to identify importance-performance gaps and explore the implication of the iso-rating line as well as alternative cut-off zones.
Findings
Factor reduction of 33 original measurement items results in eight definable areas of service provision, which provides a refined and extended management tool of statistically reliable and valid constructs.
Research limitations/implications
The research is undertaken in a private business school context in Malaysia. Further research could focus on other universities or countries, as well as faculties such as computing and engineering or explore other elements of education-based performance.
Practical implications
The research method and study outcomes can support HE managers to allocate resources more effectively and develop strategies to improve quality and increase student satisfaction.
Originality/value
Distinct from other IPA-based studies, analysis is undertaken at three levels; the individual participant, for individual items and at the factor level.
Details
Keywords
Mazirah Yusoff, Fraser McLeay and Helen Woodruffe-Burton
This study aims to identify the dimensions of business student satisfaction in the Malaysian private higher educational environment and evaluate the influence that demographic…
Abstract
Purpose
This study aims to identify the dimensions of business student satisfaction in the Malaysian private higher educational environment and evaluate the influence that demographic factors have on satisfaction.
Design/methodology/approach
A questionnaire was developed and distributed to 1,200 undergraduate business students at four private higher educational (PHE) institutions in Malaysia. Exploratory factor analysis was used to identify the underlying dimensions that drive student satisfaction. ANOVA and t-tests were conducted to evaluate the influence that demographic factors have on the results.
Findings
Factor analysis resulted in the adoption of a 12-factor solution from an original set of 53 satisfaction items. The results also indicated the influence of demographic factors on the level of business student satisfaction.
Originality/value
This study identified 12 factors or the underlying dimensions that drive business student satisfaction in the Malaysian PHE. The 12 factors are: professional comfortable environment; student assessments and learning experiences; classroom environment; lecture and tutorial facilitating goods; textbook and tuition fees; student support facilities; business procedures; relationship with teaching staff; knowledgeable and responsive faculty; staff helpfulness; feedback; and class sizes. Understanding these factors could help educational institutions to better plan their strategies and inform academics interested in studying student satisfaction.