The Impact of Service Quality Dimensions on Customer Satisfaction: Case Study of University Utara Malaysia

Aree Mohammed Ali

Technical College of Administration, Duhok Polytechnic University, Iraq.

Shivan A M Doski

College of Administration & Economics, University of Duhok, Iraq.

Aveen Idris Saadon

College of Administration & Economics, University of Duhok, Iraq.


Keywords: Service quality, SERVQUAL scale, Customer satisfaction, Education sector, University Utara Malaysia, SERVQUAL dimensions.


The purpose of this study is to investigate the effect of service quality (reliability, empathy, tangibility, assurance, responsiveness) on customer satisfaction in University Utara Malaysia (Education Service). Each variable is measured using 7-point interval scale: reliability (6 items), empathy (6 items), tangibility (5 items), assurance (10 items), and responsiveness (5 items) on customer satisfaction (6 items). Using the primary data collection method, 160 questionnaires were distributed to postgraduate students inside University Utara Malaysia (Sintok Campus), in north Malaysia. The responses collected were 98 completed questionnaires representing with 61.25 % response rate. The data were analyzed using Structural equation modeling (SEM) using AMOS 7. Confirmatory factor analysis of measurement models indicates adequate goodness of fit after a few items were eliminated through modification indices verifications. Goodness of fit for the revised structural model shows adequate fit. This study has established five direct effects: (1) reliability customer satisfaction; (2) empathy and customer satisfaction; (3) tangibility and customer satisfaction; (4) assurance and customer satisfaction; (5) and responsiveness on customer satisfaction. And, this study concludes that all hypotheses have been asserted in the revised model.


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