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研究生: 陳氏竹山
研究生(外文): Tran Thi Truc Son
論文名稱: A Gap Analysis on Higher Education ServiceA case of Ho Chi Minh University of Technology (Hutech)
論文名稱(外文): A Gap Analysis on Higher Education ServiceA case of Ho Chi Minh University of Technology (Hutech)
指導教授: 朱惠琴
學位類別: 碩士
校院名稱: 樹德科技大學
系所名稱: 金融與風險管理系碩士班
論文出版年: 2011
畢業學年度: 99
語文別: 英文
論文頁數: 84
中文關鍵詞: SERVQUALHigher educational Service QualityGap AnalysisStudent SatisfactionSERVQUALHigher educational Service QualityGap AnalysisStudent Satisfaction
外文關鍵詞: SERVQUAL, Higher educational Service Quality, Gap Analysis, Student SatisfactionSERVQUAL, Higher educational Service Quality, Gap Analysis, Student Satisfaction
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Over the last decade of 20th century, universities of all types and sizes have increasingly come to understand the importance of student satisfaction. It is widely understood that it is far less costly to keep existing customers than it is to win new ones, and it is becoming accepted that there is a strong link between customer satisfaction, customer retention and reputation. For many universities, especially the private ones, student satisfaction has become one of the important measurements of success.
There were a number of researches that investigated on the relationship between the quality of higher education service and the student satisfaction. The aim of this study was to investigate customer service quality at a university. This study was also conducted to identify important aspects of student satisfaction as a tool for conducting different measurement of a university. The three objectives of this study were: (1) to identify factors of service quality in supporting the teaching and learning process which affects the satisfaction of students being currently enrolled in regular systems, and to
identify Student perceptions towards the services provided at Hutech; (2) to identify the gaps between student expectations and perceptions of service quality; and (3), to propose suggestions for improving the quality of higher education service in Hutech.
The instrument used to assess the student expectations and perceptions of service quality was the SERVQUAL questionnaire, including five quality dimensions. Five hundred and eighteen students were surveyed using the SERVQUAL questionnaire. The respondents were selected through convenience sampling was applied. Data were analysed using descriptive and inferential statistical techniques. Conclusions and recommendations were thereafter drawn from the literature and the findings of the study.


Over the last decade of 20th century, universities of all types and sizes have increasingly come to understand the importance of student satisfaction. It is widely understood that it is far less costly to keep existing customers than it is to win new ones, and it is becoming accepted that there is a strong link between customer satisfaction, customer retention and reputation. For many universities, especially the private ones, student satisfaction has become one of the important measurements of success.
There were a number of researches that investigated on the relationship between the quality of higher education service and the student satisfaction. The aim of this study was to investigate customer service quality at a university. This study was also conducted to identify important aspects of student satisfaction as a tool for conducting different measurement of a university. The three objectives of this study were: (1) to identify factors of service quality in supporting the teaching and learning process which affects the satisfaction of students being currently enrolled in regular systems, and to
identify Student perceptions towards the services provided at Hutech; (2) to identify the gaps between student expectations and perceptions of service quality; and (3), to propose suggestions for improving the quality of higher education service in Hutech.
The instrument used to assess the student expectations and perceptions of service quality was the SERVQUAL questionnaire, including five quality dimensions. Five hundred and eighteen students were surveyed using the SERVQUAL questionnaire. The respondents were selected through convenience sampling was applied. Data were analysed using descriptive and inferential statistical techniques. Conclusions and recommendations were thereafter drawn from the literature and the findings of the study.


Table of Contents

Abstract  i
Acknowledgment  iii
Table of Contents  iv
List of Equation  vi
List of Tables  vii
List of Figures  viii
Chapter 1: INTRODUCTION  1
1.1.Introduction:  1
1.2.Background of the thesis:  1
1.3.Hutech in general:  3
1.3.1.Hutech overview  3
1.3.2.Mission and vision:  3
1.3.2.1.Mission:  3
1.3.2.2.Vision:  3
1.3.2.3.Majors and training grades:  4
1.4.Purpose of the study  5
1.5.Problem statement  6
1.6.Significant of statement  6
1.7.Limitations  7
1.8.Theoretical framework:  7
1.9.Chapter outline  8
Chapter 2: LITERATURE REVIEW  10
2.1.Introduction  10
2.2.Higher educational service:  10
2.2.1.Higher education  10
2.2.2.Higher education students  12
2.2.3.Service and higher education service  14
2.3.Customers’ perceptions  15
2.4.Customers’ expectations  16
2.5.Service quality  17
2.6.Gaps model of higher education service quality  19
Chapter 3: METHODOLOGY  24
3.1.Introduction:  24
3.2.Research methodology  24
3.2.1.Study method  24
3.2.2.Research design  25
3.2.3.Population  25
3.2.4.Sample size and sampling method  26
3.2.5.Questionnaire design  28
3.2.6.Pilot study  30
3.2.7.Data collection  30
3.2.8.Data analyses  30
3.2.9.Descriptive statistics  31
3.2.10.Inferential statistics  31
3.2.11.Pearson correlation  31
3.2.12.Cronbach''s alpha  32
3.2.13.Reliability  32
3.2.14.Research model and hypotheses  33
3.3.Conclusion  34
Chapter 4: ANALYSIS AND DISCUSSION OF FINDINGS  35
4.1.Introduction:  35
4.2.Response rate:  35
4.3.Reliability of study:  36
4.4.Rescriptive statistics:  37
4.4.1.Gender of the respondents:  37
4.4.2.Grader:  38
4.4.3.Cross-tabulation of respondents’ grader and gender:  39
4.4.4.Communality scores:  41
4.5.Dimension analysis with gap scores:  41
4.5.1.Tangibles:  41
4.5.2.Reliability  43
4.5.3.Responsiveness  45
4.5.4.Assurance  46
4.5.5.Empathy  48
4.6.Exploratory factor analysis  49
Chapter 5: CONCLUSIONS AND RECOMMENDATIONS  56
5.1.Introduction:  56
5.1.1.Students’ expectations in terms of the delivered services
provided at Hutech was identified  56
5.1.2.The gaps between students’ expectations and perceptions of
service quality, using the servqual model, were determined.  56
5.1.3.The score of the servqual dimensions was measured.  56
5.2.Restrictions of the study  56
5.3.Recommendations  57
5.3.1.Recommendations based on the study design  57
5.3.1.1.Sampling- demonstrative  57
5.3.1.2.Sampling technique  57
5.3.2.Recommendations based on findings of the study  57
5.3.2.1.Employees will be neat in their appearance (q3)  57
5.3.2.2.Materials will be visually appealing (q4)  58
5.3.2.3.A sincere interest in student problem solving (q6)  58
5.3.2.4.The service will be provided at the time promised (q8)  58
5.3.2.5.Employees will never be too busy to respond (q13)  58
5.3.2.6.Students feel safe in transaction (q15)  58
5.3.2.7.Employees will have students’ best interest at heart  59

5.3.Recommendations for further research  59
5.4.Conclusion  60
References  61
Appendix 1  65
Appendix 2  69
Appendix 3  71
Appendix 4  79

List of Equation



Equation 1  Population sample…………………………………………………..  27
Equation 2  Rounded population sample………………………………………...  27
Equation 3  Finite population correction…………………………………………  28
Equation 4  Adjusted sample size………………………………………………..  28
Equation 5  Cronbach’s alpha formulation………………………………………  32
List of Tables

Table 1  Number of lecturers in Hutech……………………………………...  4
Table 2  The number of students in six major faculties from 2005 to 2010….  5
Table 3  Number of higher education institutions……………………………  12
Table 4  The questionnaire dimension……………………………………….  29
Table 5  Response rate from the six main selected faculties of Hutech……...  36
Table 6  Expectation and perception service level of Hutech………………..  37
Table 7  Gender of the respondents…………………………………………..  38
Table 8  The percentages of respondents by grader and gender……………...  40
Table 9  Average scores of dimensions from respondents…………………...  41
Table 10  The result using Enter model……………………………………….  52
Table 11  ANOVA analysis……………………………………………………  53
Table 12  Regression coefficients analysis…………………………………….  55

List of Figures


Figure 1  The Gap and Five dimensions………………………………………  8
Figure 2  Four services characteristic…………………………………………  15
Figure 3  Dimensions used for judging the quality of university education….  22
Figure 4  Gap model of service quality in higher educational services……….  23
Figure 5  Numerical rating scale………………………………………………  29
Figure 6  A conceptual model of customer perception on quality
  and satisfaction……………………………………………………...  33
Figure 7  Research model on relationship between service quality
  and satisfaction in Hutech…………………………………………..  34
Figure 8  The percentage of respondents by gender…………………………..  38
Figure 9  The percentage of respondents by grader…………………………...  39
Figure 10  The adjusted research model………………………………………..  51
Figure 11  The impact of factors on student satisfaction……………………….  55



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