THE INFLUENCE OF SERVICE QUALITY ON IRANIAN STUDENTS’ SATISFACTION, LOYALTY AND WOM: A CASE STUDY OF NORTH CYPRUS

Naser Elahinia; Mohammad Karami

doi:10.17261/Pressacademia.2019.1031

Research Article

THE INFLUENCE OF SERVICE QUALITY ON IRANIAN STUDENTS’ SATISFACTION, LOYALTY AND WOM: A CASE STUDY OF NORTH CYPRUS

Year 2019, Volume: 6 Issue: 1, 21 - 34, 30.03.2019

Naser Elahinia Mohammad Karami

https://doi.org/10.17261/Pressacademia.2019.1031

Abstract

Purpose - This study aims to investigate the relationship between SERVQUAL dimensions, students’ satisfaction and post-satisfaction behaviors i.e. loyalty and word of mouth communıcatıon (WOM) in higher education in North Cyprus. For this purpose, a self-administrated survey carried out with the sample of 324 Iranian students in Eastern Mediterranean University, the biggest university in North Cyprus.

Methodology - The different dimensions such as reliability, tangibility, assurance, responsiveness and empathy have been taken as determinants of service quality. The reliability of service quality items, student satisfaction, loyalty and WOM has been investigated by Cronbach’s Alpha test. T-test, Pearson correlation and linear regression model are used to examine the relationship between each individual variable in this study.

Findings - The findings highlighted that the dimensions of service quality are significantly related with students’ satisfaction. Also, the results proved a positive relationship between students’ satisfaction, loyalty and WOM.

Conclusion - Research stated that if an institution frequently offers service at levels that surpass the expectations of the student, such services will be appraised as being of high quality. On the other hand, if an institution continually falls short at meeting the expectations of students, the services will be regarded as being of poor quality. These finding have useful implications to higher education organizations particularly to international universities.

Keywords

SERVQUAL, loyalty, student satisfaction, higher education, word of mouth communication

References

Abdullah, F. (2006). Measuring service quality in higher education: HEdPERF versus SERVPERF. Marketing Intelligence & Planning, 24(1), 31-47.
Albrecht, K. M. (1991). Quality criteria for school-age child care programs. Project Home Safe.
Arambewela, R., Hall, J. (2009). An empirical model of international student satisfaction. Asia Pacific journal of marketing and logistics, 21(4), 555-569.
Athanassopoulos, A., Gounaris, S., Stathakopoulos, V. (2001). Behavioural responses to customer satisfaction: an empirical study. European journal of marketing, 35(5/6), 687-707.
Back, K. J. (2005). The effects of image congruence on customers’ brand loyalty in the upper middle-class hotel industry. Journal of Hospitality & Tourism Research, 29(4), 448-467.
Bahadur, W., Aziz, S., Zulfiqar, S. (2018). Effect of employee empathy on customer satisfaction and loyalty during employee–customer interactions: The mediating role of customer affective commitment and perceived service quality. Cogent Business & Management, 5(1), 1-21.
Bearden, W. O., Teel, J. E. (1983). Selected determinants of consumer satisfaction and complaint reports. Journal of marketing Research, 21-28.
Beerli Palacio, A., Díaz Meneses, G., Pérez Pérez, P. J. (2002). The configuration of the university image and its relationship with the satisfaction of students. Journal of Educational administration, 40(5), 486-505.
Berry, L. L., Zeithaml, V. A., Parasuraman, A. (1990). Five imperatives for improving service quality. MIT Sloan Management Review, 31(4), 29
Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of retailing, 73(3), 383.
Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of business research, 32(3), 213-223.
Bowman, D., Narayandas, D. (2001). Managing customer-initiated contacts with manufacturers: The impact on share of category requirements and word-of-mouth behavior. Journal of marketing Research, 38(3), 281-297.
Carey, K., Cambiano, R. L., De Vore, J. B. (2002). Student to faculty satisfaction at a Midwestern university in the United States. In The 25th HERSDA Annual Conference.
Cengiz, E., Yayla, H. E. (2007). The effect of marketing mix on positive word of mouth communication: Evidence from accounting offices in Turkey. Innovative Marketing, 3(4), 73-86.
Chang, L. Y., Lee, Y. J., Huang, C. L. (2010). The influence of e-word-of-mouth on the consumer's purchase decision: A case of body care products. Journal of Global Business Management, 6(2), 1.
Cronin Jr, J. J., Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. The journal of marketing, 55-68.
Dawes, J. (2008). Do data characteristics change according to the number of scale points used? An experiment using 5-point, 7-point and 10-point scales. International journal of market research, 50(1), 61-104.
De Oliveira, O. J., Ferreira, E. C. (2009, May). Adaptation and application of the SERVQUAL scale in higher education. In Proceedings of POMS 20th Annual Conference Orlando, Florida USA.
Dick, A. S., Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
Evanschitzky, H., Iyer, G. R., Plassmann, H., Niessing, J., Meffert, H. (2006). The relative strength of affective commitment in securing loyalty in service relationships. Journal of Business Research, 59(12), 1207-1213.
Gittell, J. H. (2002). Relationships between service providers and their impact on customers. Journal of Service Research, 4(4), 299-311.
Goolamally, N., Latif, L. A. (2014). Determinants of student loyalty in an open distance learning institution. In Seminar Kebangsaan Pembelajaran Sepanjang Hayat (pp. 390-400).
Gounaris, S., Stathakopoulos, V. (2004). Antecedents and consequences of brand loyalty: An empirical study. Journal of brand Management, 11(4), 283-306.
Gremler, D. D., Jo Bitner, M., Evans, K. R. (1994). The internal service encounter. International Journal of Service Industry Management, 5(2), 34-56.
Gronholdt, L., Martensen, A., Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: cross-industry differences. Total quality management, 11(4-6), 509-514.
Hajli, N., Lin, X., Featherman, M., & Wang, Y. (2014). Social word of mouth: How trust develops in the market. International Journal of Market Research, 56(5), 673-689.
Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study. International journal of service industry management, 7(4), 27-42.
Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of service research, 4(1), 60-75.
Hasan, H. F. A., Ilias, A., Rahman, R. A., Razak, M. Z. A. (2009). Service quality and student satisfaction: A case study at private higher education institutions. International Business Research, 1(3), 163.
Haywood, K. M. (1989). Managing word of mouth communications. Journal of Services Marketing, 3(2), 55-67.
Helgesen, Ø., Nesset, E. (2007). Images, satisfaction and antecedents: Drivers of student loyalty? A case study of a Norwegian university college. Corporate Reputation Review, 10(1), 38-59.
Helgesen, Ø., Nesset, E. (2007). What accounts for students' loyalty? Some field study evidence. International Journal of Educational Management, 21(2), 126-143.
Hill, F. M. (1995). Managing service quality in higher education: the role of the student as primary consumer. Quality assurance in education, 3(3), 10-21.
Jones, T. O., Sasser, W. E. (1995). Why satisfied customers defect. Harvard business review, 73(6), 88.
Kotler, P., Clarke, R. N. (1987). Marketing for Health Organization. Prentic-Hall Inc.
Lampert, S. I., Rosenberg, L. J. (1975). Word of mouth activity as information search: a reappraisal. Journal of the Academy of Marketing Science, 3(3-4), 337-354.
Landrum, H., Prybutok, V. R., Zhang, X. (2007). A comparison of Magal's service quality instrument with SERVPERF. Information & Management, 44(1), 104-113.
Lau, G. T., Ng, S. (2001). Individual and situational factors influencing negative word‐of‐mouth behaviour. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 18(3), 163-178.
Li, S. C. (2013). Explore the Relationships among Service Quality, Customer Loyalty and Word-Of-Mouth for Private Higher Education in Taiwan. Asia Pacific Management Review.
Lissitz, R. W., Green, S. B. (1975). Effect of the number of scale points on reliability: A Monte Carlo approach. Journal of Applied Psychology, 60(1), 10.
Maru File, K., Cermak, D. S., Alan Prince, R. (1994). Word-of-mouth effects in professional services buyer behaviour. Service Industries Journal, 14(3), 301-314.
Marzo Navarro, M., Pedraja Iglesias, M., Rivera Torres, P. (2005). A new management element for universities: satisfaction with the offered courses. International Journal of educational management, 19(6), 505-526.
Matell, M. S., Jacoby, J. (1972). Is there an optimal number of alternatives for Likert-scale items? Effects of testing time and scale properties. Journal of Applied Psychology, 56(6), 506.
Mavondo, F., Zaman, M., Abubakar, B. (2000). Student satisfaction with tertiary institution and recommending it to prospective students. Proceedings of the Australia New Zealand Marketing Academy, 787-792.
McDougall, G. H., Levesque, T. (2000). Customer satisfaction with services: putting perceived value into the equation. Journal of services marketing, 14(5), 392-410.
O’Neil, M., Palmer, A. (2004). Importance-performance analysis: a useful tool for directing continuous quality improvements in higher education. Quality Assurance in Education, 12(1), 39-52.
Oliver, R. L. (1999). Whence consumer loyalty?. the Journal of Marketing, 33-44.
Oliver, R. L., Swan, J. E. (1989). Consumer perceptions of interpersonal equity and satisfaction in transactions: a field survey approach. The Journal of Marketing, 21-35.
Parasuraman, A., Berry, L. L., Zeithaml, V. A. (1991). Understanding customer expectations of service. Sloan management review, 32(3), 39-48.
Parasuraman, A., Zeithaml, V. A., Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. the Journal of Marketing, 41-50.
Parasuraman, A., Zeithaml, V. A., Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12.
Parasuraman, A., Zeithaml, V. A., Berry, L. L. (1994). Reassessment of expectations as a comparison standard in measuring service quality: implications for further research. the Journal of Marketing, 111-124.
Patti, C. H., Chen, C. H. (2009). Types of word-of-mouth messages: Information search and credence-based services. Journal of Promotion Management, 15(3), 357-381.
Ranaweera, C., Prabhu, J. (2003). The influence of satisfaction, trust and switching barriers on customer retention in a continuous purchasing setting. International journal of service industry management, 14(4), 374-395.
Reichheld, F. F., Sasser, J. W. (1990). Zero defections: Quality comes to services. Harvard bu Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. The journal of marketing, 68-78.
Rowley, J. (1996). Measuring quality in higher education. Quality in Higher Education, 2(3), 237-255.
Sandhu, H. S., Bala, N. (2011). Customers’ perception towards service quality of Life Insurance Corporation of India: A factor analytic approach. International Journal of Business and Social Science, 2(18), 219-231.
Shostack, G. L. (1977). Breaking free from product marketing. The Journal of Marketing, 73-80.
Smoldt, R. K. (1998). Turn word of mouth into a marketing advantage. In The Healthcare Forum Journal (Vol. 41, No. 5, pp. 47-49).
Soutar, G., McNeil, M. (1996). Measuring service quality in a tertiary institution. Journal of Educational Administration, 34(1), 72-82.
Sundaram, D. S., Mitra, K., Webster, C. (1998). Word-of-mouth communications: A motivational analysis. ACR North American Advances.
Vagias, W. M. (2006). Likert-type Scale Response Anchors. Clemson International Institute for Tourism. & Research Development, Department of Parks, Recreation and Tourism Management, Clemson University.
Van Damme, D. (2001). Quality issues in the internationalisation of higher education. Higher education, 41(4), 415-441.
Van Dolen, W. M., Dabholkar, P. A., De Ruyter, K. (2007). Satisfaction with online commercial group chat: the influence of perceived technology attributes, chat group characteristics, and advisor communication style. Journal of retailing, 83(3), 339-358.
Wirtz, J., Chew, P. (2002). The effects of incentives, deal proneness, satisfaction and tie strength on word-of-mouth behaviour. International journal of service industry management, 13(2), 141-162.
Zammuto, R. F., Keaveney, S. M., O'Connor, E. J. (1996). Rethinking student services: assessing and improving service quality. Journal of Marketing for Higher Education, 7(1), 45-70.

Year 2019, Volume: 6 Issue: 1, 21 - 34, 30.03.2019

Naser Elahinia Mohammad Karami

https://doi.org/10.17261/Pressacademia.2019.1031

Abstract

References

Abdullah, F. (2006). Measuring service quality in higher education: HEdPERF versus SERVPERF. Marketing Intelligence & Planning, 24(1), 31-47.
Albrecht, K. M. (1991). Quality criteria for school-age child care programs. Project Home Safe.
Arambewela, R., Hall, J. (2009). An empirical model of international student satisfaction. Asia Pacific journal of marketing and logistics, 21(4), 555-569.
Athanassopoulos, A., Gounaris, S., Stathakopoulos, V. (2001). Behavioural responses to customer satisfaction: an empirical study. European journal of marketing, 35(5/6), 687-707.
Back, K. J. (2005). The effects of image congruence on customers’ brand loyalty in the upper middle-class hotel industry. Journal of Hospitality & Tourism Research, 29(4), 448-467.
Bahadur, W., Aziz, S., Zulfiqar, S. (2018). Effect of employee empathy on customer satisfaction and loyalty during employee–customer interactions: The mediating role of customer affective commitment and perceived service quality. Cogent Business & Management, 5(1), 1-21.
Bearden, W. O., Teel, J. E. (1983). Selected determinants of consumer satisfaction and complaint reports. Journal of marketing Research, 21-28.
Beerli Palacio, A., Díaz Meneses, G., Pérez Pérez, P. J. (2002). The configuration of the university image and its relationship with the satisfaction of students. Journal of Educational administration, 40(5), 486-505.
Berry, L. L., Zeithaml, V. A., Parasuraman, A. (1990). Five imperatives for improving service quality. MIT Sloan Management Review, 31(4), 29
Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of retailing, 73(3), 383.
Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of business research, 32(3), 213-223.
Bowman, D., Narayandas, D. (2001). Managing customer-initiated contacts with manufacturers: The impact on share of category requirements and word-of-mouth behavior. Journal of marketing Research, 38(3), 281-297.
Carey, K., Cambiano, R. L., De Vore, J. B. (2002). Student to faculty satisfaction at a Midwestern university in the United States. In The 25th HERSDA Annual Conference.
Cengiz, E., Yayla, H. E. (2007). The effect of marketing mix on positive word of mouth communication: Evidence from accounting offices in Turkey. Innovative Marketing, 3(4), 73-86.
Chang, L. Y., Lee, Y. J., Huang, C. L. (2010). The influence of e-word-of-mouth on the consumer's purchase decision: A case of body care products. Journal of Global Business Management, 6(2), 1.
Cronin Jr, J. J., Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. The journal of marketing, 55-68.
Dawes, J. (2008). Do data characteristics change according to the number of scale points used? An experiment using 5-point, 7-point and 10-point scales. International journal of market research, 50(1), 61-104.
De Oliveira, O. J., Ferreira, E. C. (2009, May). Adaptation and application of the SERVQUAL scale in higher education. In Proceedings of POMS 20th Annual Conference Orlando, Florida USA.
Dick, A. S., Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
Evanschitzky, H., Iyer, G. R., Plassmann, H., Niessing, J., Meffert, H. (2006). The relative strength of affective commitment in securing loyalty in service relationships. Journal of Business Research, 59(12), 1207-1213.
Gittell, J. H. (2002). Relationships between service providers and their impact on customers. Journal of Service Research, 4(4), 299-311.
Goolamally, N., Latif, L. A. (2014). Determinants of student loyalty in an open distance learning institution. In Seminar Kebangsaan Pembelajaran Sepanjang Hayat (pp. 390-400).
Gounaris, S., Stathakopoulos, V. (2004). Antecedents and consequences of brand loyalty: An empirical study. Journal of brand Management, 11(4), 283-306.
Gremler, D. D., Jo Bitner, M., Evans, K. R. (1994). The internal service encounter. International Journal of Service Industry Management, 5(2), 34-56.
Gronholdt, L., Martensen, A., Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: cross-industry differences. Total quality management, 11(4-6), 509-514.
Hajli, N., Lin, X., Featherman, M., & Wang, Y. (2014). Social word of mouth: How trust develops in the market. International Journal of Market Research, 56(5), 673-689.
Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study. International journal of service industry management, 7(4), 27-42.
Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of service research, 4(1), 60-75.
Hasan, H. F. A., Ilias, A., Rahman, R. A., Razak, M. Z. A. (2009). Service quality and student satisfaction: A case study at private higher education institutions. International Business Research, 1(3), 163.
Haywood, K. M. (1989). Managing word of mouth communications. Journal of Services Marketing, 3(2), 55-67.
Helgesen, Ø., Nesset, E. (2007). Images, satisfaction and antecedents: Drivers of student loyalty? A case study of a Norwegian university college. Corporate Reputation Review, 10(1), 38-59.
Helgesen, Ø., Nesset, E. (2007). What accounts for students' loyalty? Some field study evidence. International Journal of Educational Management, 21(2), 126-143.
Hill, F. M. (1995). Managing service quality in higher education: the role of the student as primary consumer. Quality assurance in education, 3(3), 10-21.
Jones, T. O., Sasser, W. E. (1995). Why satisfied customers defect. Harvard business review, 73(6), 88.
Kotler, P., Clarke, R. N. (1987). Marketing for Health Organization. Prentic-Hall Inc.
Lampert, S. I., Rosenberg, L. J. (1975). Word of mouth activity as information search: a reappraisal. Journal of the Academy of Marketing Science, 3(3-4), 337-354.
Landrum, H., Prybutok, V. R., Zhang, X. (2007). A comparison of Magal's service quality instrument with SERVPERF. Information & Management, 44(1), 104-113.
Lau, G. T., Ng, S. (2001). Individual and situational factors influencing negative word‐of‐mouth behaviour. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 18(3), 163-178.
Li, S. C. (2013). Explore the Relationships among Service Quality, Customer Loyalty and Word-Of-Mouth for Private Higher Education in Taiwan. Asia Pacific Management Review.
Lissitz, R. W., Green, S. B. (1975). Effect of the number of scale points on reliability: A Monte Carlo approach. Journal of Applied Psychology, 60(1), 10.
Maru File, K., Cermak, D. S., Alan Prince, R. (1994). Word-of-mouth effects in professional services buyer behaviour. Service Industries Journal, 14(3), 301-314.
Marzo Navarro, M., Pedraja Iglesias, M., Rivera Torres, P. (2005). A new management element for universities: satisfaction with the offered courses. International Journal of educational management, 19(6), 505-526.
Matell, M. S., Jacoby, J. (1972). Is there an optimal number of alternatives for Likert-scale items? Effects of testing time and scale properties. Journal of Applied Psychology, 56(6), 506.
Mavondo, F., Zaman, M., Abubakar, B. (2000). Student satisfaction with tertiary institution and recommending it to prospective students. Proceedings of the Australia New Zealand Marketing Academy, 787-792.
McDougall, G. H., Levesque, T. (2000). Customer satisfaction with services: putting perceived value into the equation. Journal of services marketing, 14(5), 392-410.
O’Neil, M., Palmer, A. (2004). Importance-performance analysis: a useful tool for directing continuous quality improvements in higher education. Quality Assurance in Education, 12(1), 39-52.
Oliver, R. L. (1999). Whence consumer loyalty?. the Journal of Marketing, 33-44.
Oliver, R. L., Swan, J. E. (1989). Consumer perceptions of interpersonal equity and satisfaction in transactions: a field survey approach. The Journal of Marketing, 21-35.
Parasuraman, A., Berry, L. L., Zeithaml, V. A. (1991). Understanding customer expectations of service. Sloan management review, 32(3), 39-48.
Parasuraman, A., Zeithaml, V. A., Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. the Journal of Marketing, 41-50.
Parasuraman, A., Zeithaml, V. A., Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12.
Parasuraman, A., Zeithaml, V. A., Berry, L. L. (1994). Reassessment of expectations as a comparison standard in measuring service quality: implications for further research. the Journal of Marketing, 111-124.
Patti, C. H., Chen, C. H. (2009). Types of word-of-mouth messages: Information search and credence-based services. Journal of Promotion Management, 15(3), 357-381.
Ranaweera, C., Prabhu, J. (2003). The influence of satisfaction, trust and switching barriers on customer retention in a continuous purchasing setting. International journal of service industry management, 14(4), 374-395.
Reichheld, F. F., Sasser, J. W. (1990). Zero defections: Quality comes to services. Harvard bu Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. The journal of marketing, 68-78.
Rowley, J. (1996). Measuring quality in higher education. Quality in Higher Education, 2(3), 237-255.
Sandhu, H. S., Bala, N. (2011). Customers’ perception towards service quality of Life Insurance Corporation of India: A factor analytic approach. International Journal of Business and Social Science, 2(18), 219-231.
Shostack, G. L. (1977). Breaking free from product marketing. The Journal of Marketing, 73-80.
Smoldt, R. K. (1998). Turn word of mouth into a marketing advantage. In The Healthcare Forum Journal (Vol. 41, No. 5, pp. 47-49).
Soutar, G., McNeil, M. (1996). Measuring service quality in a tertiary institution. Journal of Educational Administration, 34(1), 72-82.
Sundaram, D. S., Mitra, K., Webster, C. (1998). Word-of-mouth communications: A motivational analysis. ACR North American Advances.
Vagias, W. M. (2006). Likert-type Scale Response Anchors. Clemson International Institute for Tourism. & Research Development, Department of Parks, Recreation and Tourism Management, Clemson University.
Van Damme, D. (2001). Quality issues in the internationalisation of higher education. Higher education, 41(4), 415-441.
Van Dolen, W. M., Dabholkar, P. A., De Ruyter, K. (2007). Satisfaction with online commercial group chat: the influence of perceived technology attributes, chat group characteristics, and advisor communication style. Journal of retailing, 83(3), 339-358.
Wirtz, J., Chew, P. (2002). The effects of incentives, deal proneness, satisfaction and tie strength on word-of-mouth behaviour. International journal of service industry management, 13(2), 141-162.
Zammuto, R. F., Keaveney, S. M., O'Connor, E. J. (1996). Rethinking student services: assessing and improving service quality. Journal of Marketing for Higher Education, 7(1), 45-70.

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Details

Primary Language	English
Subjects	Behaviour-Personality Assessment in Psychology, Business Administration
Journal Section	Articles
Authors	Naser Elahinia This is me 0000-0002-7280-8872 Mohammad Karami This is me 0000-0003-1903-828X
Publication Date	March 30, 2019
Published in Issue	Year 2019 Volume: 6 Issue: 1

Cite

APA	Elahinia, N., & Karami, M. (2019). THE INFLUENCE OF SERVICE QUALITY ON IRANIAN STUDENTS’ SATISFACTION, LOYALTY AND WOM: A CASE STUDY OF NORTH CYPRUS. Journal of Management Marketing and Logistics, 6(1), 21-34. https://doi.org/10.17261/Pressacademia.2019.1031

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