Fanāvarī-i āmūzish (Dec 2019)
Taxonomy of students' satisfaction of service quality provided in Academic Affairs and Postgraduate Management Section of University of Bojnord
Abstract
Background and Objective:The first major step in improving service quality is to recognize customers’ expectations and perceptions of service quality and to determine service quality gaps and then adopt the necessary strategies to reduce gaps and provide feedback. In this case, not only is the prioritization and allocation of strategic resources facilitated, but also the basis is provided to improve the quality of services and increase their effectiveness. Quality assessment studies focus on the content area and the process of creating quality, and less attention has been paid to taxonomic study in this area. Taxonomy studies in the field of service quality not only provide a good description of the recipient groups, but also provide the context for more specialized studies in this field and theorizing in it. The aim of this study was to examine the taxonomy of student's satisfaction of service quality provided in Academic Affairs and Postgraduate Management of University of Bojnord. Methods: The study population consisted of all 4039 undergraduate and postgraduate students at University of Bojnord in four faculties: humanities, arts, basic sciences, and engineering. The sample size was calculated 354 people using the Morgan table. To sampling of students, a class-based sampling method was used based on the college, departmental level and gender. In the end, 359 students were analyzed. The data collection tool has been localized SERVQUAL questionnaire. Instrument reliability and validity was assessment using of Cronbach's alpha and convergent validity. K-mean cluster analysis was used to analyze the data. Three clusters of students with different orientations than the services quality provided were identified that were conducted with students with passive orientation, students with idealistic orientation and students with realistic orientation. Findings: The results indicated that only 17% of students in the student group had passive orientation and 83% of students were concerned about the quality of the services provided in the Academic Affairs and Postgraduate Management Section. Conclusion: The results of this study showed that students' satisfaction with the quality of service delivery in Bojnourd University's Academic Affairs and Postgraduate Management was moderate. The results of students’ satisfaction taxonomy showed the existence of three groups of students with three different approaches to the quality of services received. Groups of students with three titles including passive orientation, students with idealistic orientation and students with realistic orientation were identified. ===================================================================================== COPYRIGHTS ©2020 The author(s). This is an open access article distributed under the terms of the Creative Commons Attribution (CC BY 4.0), which permits unrestricted use, distribution, and reproduction in any medium, as long as the original authors and source are cited. No permission is required from the authors or the publishers. =====================================================================================
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