Yıl 2019, Cilt 20, Sayı 1, Sayfalar 17 - 34 2019-01-01

Comparing Service Quality in Public vs Private Distance Education Institutions: Evidence Based on Malaysia

Fazelina Sahul HAMID [1] , Nick YIP [2]

1 21

Assessment of the quality of distance education institutions has become an important issue that needs to be addressed to ensure program survival. This study uses SERVPERF model to identify the differences that exists in students’ perception of service quality in public and private universities in Malaysia that offer distance education. Our study confirms that this model is valid and reliable. We find that the students’ overall perception of service quality is lower in all five dimensions of service quality for the private universities. The dimensions that influence overall service quality are noticeably different for public and private universities. This suggests that private universities need to improve their service provision in order to remain competitive. Managerial implications of the major findings are discussed.

Service Quality, SERVPERF model, distance education; higher learning institutions
  • Abdullah, F. (2006). Measuring service quality in higher education: three instruments compared. International Journal of Research & Method in Education, 29(1), 71–89. https://doi.org/10.1080/01406720500537445 Agus, A., Barker, S., & Kandampully, J. (2007). An exploratory study of service quality in the Malaysian public service sector. International Journal of Quality & Reliability Management, 24(2), 177–190. https://doi.org/http://dx.doi.org/10.1108/02656710710722284 Ancis, J. R. (1998). Cultural competency training at a distance: Challenges and strategies. Journal of Counseling & Development, 76(2), 134–143. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423. Angell, R. J., Heffernan, T. W., & Megicks, P. (2008). Service quality in postgraduate education. Quality Assurance in Education, 16(3), 236–254. https://doi.org/10.1108/09684880810886259 Bateson, J. (1977). Do We Need Service Marketing. Marketing Consumer Services: New Insights. Marketing Science Institute, Report, 77–115. Bayraktaroglu, G., & Atrek, B. (2010). Testing the superiority and dimensionality of SERVQUAL vs. SERVPERF in higher education. The Quality Management Journal, 17(1), 47–59. Brochado, A. (2009). Comparing alternative instruments to measure service quality in higher education. Quality Assurance in Education, 17(2), 174–190. Brookes, M., & Becket, N. (2007). Quality management in Higher Education: A review of international issues and practice. International Journal of Quality and Standards. Burke, J. (1998). The Internet Highway: A New Learning Tool for Accounting Students. New Accountant, 14(1). Buttle, F. (1996). SERVQUAL: Review, critique, research agenda. European Journal of Marketing, 30(1), 8–32. Caemmerer, B., & Dewar, A. (2013). A comparison of private and public sector performance. Journal of Applied Business Research, 29(5), 1451–1458. Retrieved from http://www.scopus.com/inward/record.url?eid=2-s2.0-84887271883&partnerID=40&md5=112992ca3f0f0e5d57d058fed1bfe841 Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Retailing, 66(1), 33–55. Carrilat, F. A., Jaramillo, F., & Mulki, J. P. (2009). Examining the impact of service quality: a meta-analysis of empirical evidence. Journal of Marketing Theory and Practice, 17(2), 95–110. Chapman, R. (1979). Pricing policy and the college choice process. Research in Higher Education, 10(37), 57. Chiu, Y. T. H., & Hofer, K. M. (2015). Service innovation and usage intention: a cross-market analysis. Journal of Service Management, 26(3), 516–538. https://doi.org/http://dx.doi.org/10.1108/JOSM-10-2014-0274 Chow, G. C. (1960). Tests of Equality between Sets of Coefficients in Two Linear Regressions. Econometrica: Journal of the Econometric Society, 591–605. Cook-Sather, A. (2002). Authorizing Students’ Perspectives: Toward Trust, Dialogue, and Change in Education. Educational Researcher, 31, 3–14. Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. The Journal of Marketing, 55–68. Crosby, P. B. (1979). Quality is Free. New York: McGraw Hill. Dabholkar, P. A., Shepherd, C. D., & Thorpe, D. I. (2000). A comprehensive framework for service quality: an investigation of critical conceptual and measurement issues through a longitudinal study. Journal of Retailing, 76(2), 139–73. Devlin, J. F., Gwynne, A. L., & Ennew, C. T. (2002). The antecedents of service expectations. The Service Industries Journal, 22(4), 117–136. Donaldson, B., & McNicholas, C. (2004). Understanding the postgraduate education market for UK based students: a review and empirical study. International Journal of Nonprofit and Voluntary Sector Marketing, 9(4), 346–360. https://doi.org/10.1002/nvsm.259 Douglas, J., Douglas, A., & Barnes, B. (2006). Measuring student satisfaction at a UK university. Quality Assurance in Education, 14, 251–267. Eisenberg, M. B., & Small, R. V. (1993). Information-based education: An investigation of the nature and role of information attributes in education. Information Processing & Management, 29, 263–275. Elliott, K. M., & Shin, D. (2002). Student Satisfaction: an alternative approach to assessing this important concept. Journal of Higher Education Policy & Management, 24, 197–209. Ford, J. B., Joseph, M., & Joseph, B. (1999). Importance-performance analysis as a strategic tool for service marketers: the case of service quality perceptions of business students in New Zealand and the USA. Journal of Services Marketing, 13(2), 171–186. https://doi.org/10.1108/08876049910266068 Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models With Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312 Furrer, O., Liu, B. S.-C., & Sudharshan, D. (2000). The Relationships between Culture and Service Quality Perceptions: Basis for Cross-Cultural Market Segmentation and Resource Allocation. Journal of Service Research, 2(4), 355–371. https://doi.org/10.1177/109467050024004 Glasser, W. (1990). The quality school: Managing students without coercion. New York: Perennial Library. Gliem, J. A., & Gliem, R. R. (2003). Calculating, interpreting, and reporting Cronbach’s alpha reliability coefficient for Likert-type scales, (1992), 82–88. Gounaris, S. (2005). Measuring service quality in b2b services: an evaluation of the SERVQUAL scale vis-à-vis the INDSERV scale. Journal of Services Marketing, 19(6), 421–435. https://doi.org/10.1108/08876040510620193 Gronroos, C. (1983). Strategic Management and Marketing in The Service Sector. Cambridge, MA. Hilmi, M. F., & Ali, H. M. (2012). Service Quality and Ease-of-Use of a Learning Management System Portal : Perceptions of Distance Learners, 599–602. Huang, R. T. (2007). Improving the Service Quality of Distance Education. International Journal of Instructional Technology and Distance Learning, 5(4), 21–29. Hui-feng, F. W. Q. J. (2010). Case Study on Evaluation of Student Perceived Quality of Learning Service in Distance Education - Based on the “Content-Character” Framework and the SERVPERF Method. Modern Educational Technology, 12, 22. Jain, R., Sinha, G., & Sahney, S. (2011). Conceptualizing service quality in higher education. Asian Journal on Quality, 12, 296–314. https://doi.org/10.1108/15982681111187128 Jain, S. K., & Gupta, G. (2004). Measuring Service Quality: SERVQUAL vs. SERVPERF Scales. Vikalpa: The Journal for Decision Makers, 29(2), 25–37. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=14024712&site=ehost-live James, E., & Benjamin, G. (1988). Public Policy and Private Education in Japan. London: Macmillan.
  • Jusoh, A., Omain, S. Z., Abdul Majid, N., & Shamsuddin, A. S. (2004). Service quality in higher education: Management student’s perspective. Kadir, S. L. S. A., Abdullah, M., & Agus, A. (2000). On service improvement capacity index: a case study of the public service sector in Malaysia. Total Quality Management, 11(4–6), 837–843. Kotze, T. G., & Plessis, P. F. (2003). Students as “co-producers” of education: a proposed model of student socialisation and participation at tertiary instituitions. Quality Assurance in Education, 11, 186–201. Le Blanc, G., & Nguyen, N. (1999). Listening to the customer’s voice: examining perceived service value among business college students. The International Journal of Educational Management, 13, 187–198. Lizzio, A., Wilson, K., & Simons, R. (2002). University Students’ Perceptions of the Learning Environment and Academic Outcomes: implications for theory and practice. Studies in Higher Education, 27(27). Mazumder, Q. H. (2014). Analysis of Quality in Public and Private Universities in Bangladesh and USA. International Journal of Evaluation and Research in Education, 3(2), 99–108. Ministry of Education Malaysia. (2014). National Education Statistic:Higher education Sector 2013. Ministry of Education Malaysia. Retrieved from http://www.moe.gov.my/cms/upload_files/publicationfile/2014/pubfile_file_002043.pdf Moisescu, O. I., & Gica, O. A. (2013). SERVQUAL Versus SERVPERF: Modeling Customer Satisfaction and Loyalty as a Function of Service Quality in Travel Agencies. Studia Universitatis Babes-Bolyai, 58(3), 3–19. Molesworth, M., Nixon, E., & Scullion, R. (2009). Having, being and higher education: the marketisation of the university and the transformation of the student into consumer. Teaching in Higher Education, 14, 277–287. Myers, R. H. (1990). (1990), Classical and Modern Regression With Applications, (2nd ed.). Boston, MA.: PWS-KENT. Parasuraman, A., Zeithaml, V., & Berry, L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, 41–50. Parasuraman, A., Zeithaml, V., & Berry, L. (1988). SERVQUAL: a multiple-item scale for measuring customer perceptions of service quality. Journal of Retailing, 64, 12–40. Park, A. R., & Ha, H. (2013). Comparative analysis of methodologies to evaluate air cargo carriers’ service quality: Focusing on SERVQUAL and SERVPERF. Journal of International Logistics and Trade, 11(2), 29-40-46. Peters, T. J., Waterman, R. H., & Jones, I. (1982). In search of excellence: Lessons from America’s best-run companies. Picciano, A. G. (2002). Beyond student perceptions: issues of interaction, presence, and performance in an online course. Journal of Asynchronous Learning Networks, 6, 21–40. Poon, W., Low, K. L., & Yong, D. G. (2004). A study of Web-based learning (WBL) environment in Malaysia,. The International Journal of Educational Management, 18(6), 374–385. Raemah, A. H., & Rosli, M. (2011). Comparing Commitment to Service Quality Among Academic Staffs’ in Private and Public Malaysian Universities. Journal of International Management Studies, 6(1), 1–8. Rashid, Z. A., & Latif, L. A. (2004). Perceived Service Quality and Satisfaction in Distance Education, 1–16. Redding, P. (2005). The evolving interpretations of customers in higher education: empowering the elusive. International Journal of Consumer Studies, 29, 409–417. Rigotti, S., & Pitt, L. (1992). SERVQUAL as a measuring instrument for service provider gaps in business schools. Management Research News, 15(3), 9–17. Romero, L., & Rey, E. (2004a). Competition between public and private universities: quality, prices and exams. Economics Series 23, (November). Retrieved from http://e-archivo.uc3m.es:8080/handle/10016/329 Romero, L., & Rey, E. (2004b). Competition between public and private universities: quality, prices and exams. Economics Series 23, (November). San, N. M. (2010). Impact of Service Quality, Satisfaction, and Personal Factors on Students in Open Distance Learning Institutions in Malaysia. Open University Malaysia. Sander, P., & Sanders, L. (2003). Measuring confidence in academic study: A summary report. Electronic Journal of Research in Educational Psychology, 5–3, 113–130. Sander, P., Stevenson, K., King, M., & Coates, D. (2000). University Students’ Expectations of Teaching. Studies in Higher Education, 25, 309–323. Sim, H. K. C., & Idrus, R. M. (2003). Student Satisfaction in Malaysia: Customer-focused learner support. The Asian Society of Open and Distance Education, 1(1), 69–77. Simonson, M., Schlosser, C., & Orellana, A. (2011). Distance education research: A review of the literature. Journal of Computing in Higher Education, 23(2–3), 124–142. https://doi.org/10.1007/s12528-011-9045-8 Stodnick, M., & Rogers, P. (2008). Using SERVQUAL to measure the quality of the classroom experience. Decision Sciences Journal of Innovative Education, 6(1), 115–133. Sultan, P., & Yin Wong, H. (2010). Service quality in higher education – a review and research agenda. International Journal of Quality and Service Sciences, 2(2), 259–272. https://doi.org/10.1108/17566691011057393 Syson, F. (2008). The student as coproducer of their own education: a service marketing perspective. Conference of the CLTR: Transitions and Transformations Developing Learners and Learning Environments. Taner, T., & Antony, J. (2006). Comparing public and private hospital care service quality in Turkey. Leadership in Health Services, 19, 1–10. Tapscott, D., & Williams, A. D. (2010). Innovating the 21st Century University: It’s Time. EDUCAUSE Review, 45, 16–29. Tayyab, M. H., & Rajput, A. (2014). Service Quality Orientation with Customer Satisfaction and Customer Loyalty Revisited Through Literature. Middle-East Journal of Scientific Research, 21(3), 550–555. https://doi.org/10.5829/idosi.mejsr.2014.21.03.21137 Telford, R., & Masson, R. (2015). The congruence of quality values in higher education. Quality Assurance in Education, 13, 107–119. Tenth Malaysia Plan 2011-2015. http://www.pmo.gov.my/dokumenattached/RMK/RMK10_E.pdf Terpstra, D. E., & Honoree, A. L. (2009). The effects of different teaching, research, and service emphases on individual and organizational outcomes in higher education institutions. Journal of Education for Business, 84, 169–176. Tilak, J. B. G. (1991). The privatisation of higher education. Prospects, XXI(2), 227–239. Udo, G. J., Bagchi, K. K., & Kirs, P. J. (2011). Using SERVQUAL to assess the quality of e-learning experience. Computers in Human Behavior, 27(3), 1272–1283. https://doi.org/10.1016/j.chb.2011.01.009 Vinzant, J. C. (1996). Strategic Management and Total Quality Management: Challenges and Choices. Public Administration Quarterly, 20(2), 201–219. Voss, R., Gruber, T., & Szmigin, I. (2007). Service quality in higher education: The role of student expectations. Journal of Business Research, 60, 949–959. Wilkinson, R., & Yussof, I. (2005). Public and Private Provision of Higher Education in Malaysia: A Comparative Analysis. Higher Education, 50(3), 361–386. https://doi.org/10.1007/s10734-004-6354-0 Woodall, T., Hiller, A., & Resnick, S. (2014). Making sense of higher education: students as consumers and the value of the university experience. Studies in Higher Education, 39(1), 48–67. Zaibaf, M., Taherikia, F., & Fakharian, M. (2013). Effect of Perceived Service Quality on Customer Satisfaction in Hospitality Industry: Gronroos’ Service Quality Model Development. Journal of Hospitality Marketing & Management, 22(5), 490–504. https://doi.org/10.1080/19368623.2012.670893 Zeithaml, V. A. (1988). of Consumer Perceptions A Means-End Value : Quality , and and Model Synthesis of Evidence, 52(July), 2–22. Zeithaml, V., Bitner, M., & Gremler, D. (2006). Services Marketing – Integrating Customer Focus across the Firm. New York: McGraw-Hill
Birincil Dil en
Konular Sosyal
Dergi Bölümü Articles

Orcid: 0000-0002-9140-9789
Yazar: Fazelina Sahul HAMID (Sorumlu Yazar)

Orcid: 0000-0003-4550-8994
Yazar: Nick YIP

Bibtex @araştırma makalesi { tojde522368, journal = {Turkish Online Journal of Distance Education}, issn = {1302-6488}, address = {Anadolu Üniversitesi}, year = {2019}, volume = {20}, pages = {17 - 34}, doi = {10.17718/tojde.522368}, title = {Comparing Service Quality in Public vs Private Distance Education Institutions: Evidence Based on Malaysia}, key = {cite}, author = {YIP, Nick and HAMID, Fazelina Sahul} }
APA HAMID, F , YIP, N . (2019). Comparing Service Quality in Public vs Private Distance Education Institutions: Evidence Based on Malaysia. Turkish Online Journal of Distance Education, 20 (1), 17-34. DOI: 10.17718/tojde.522368
MLA HAMID, F , YIP, N . "Comparing Service Quality in Public vs Private Distance Education Institutions: Evidence Based on Malaysia". Turkish Online Journal of Distance Education 20 (2019): 17-34 <http://dergipark.gov.tr/tojde/issue/43090/522368>
Chicago HAMID, F , YIP, N . "Comparing Service Quality in Public vs Private Distance Education Institutions: Evidence Based on Malaysia". Turkish Online Journal of Distance Education 20 (2019): 17-34
RIS TY - JOUR T1 - Comparing Service Quality in Public vs Private Distance Education Institutions: Evidence Based on Malaysia AU - Fazelina Sahul HAMID , Nick YIP Y1 - 2019 PY - 2019 N1 - doi: 10.17718/tojde.522368 DO - 10.17718/tojde.522368 T2 - Turkish Online Journal of Distance Education JF - Journal JO - JOR SP - 17 EP - 34 VL - 20 IS - 1 SN - 1302-6488- M3 - doi: 10.17718/tojde.522368 UR - http://dx.doi.org/10.17718/tojde.522368 Y2 - 2018 ER -
EndNote %0 Turkish Online Journal of Distance Education Comparing Service Quality in Public vs Private Distance Education Institutions: Evidence Based on Malaysia %A Fazelina Sahul HAMID , Nick YIP %T Comparing Service Quality in Public vs Private Distance Education Institutions: Evidence Based on Malaysia %D 2019 %J Turkish Online Journal of Distance Education %P 1302-6488- %V 20 %N 1 %R doi: 10.17718/tojde.522368 %U 10.17718/tojde.522368
ISNAD HAMID, Fazelina Sahul , YIP, Nick . "Comparing Service Quality in Public vs Private Distance Education Institutions: Evidence Based on Malaysia". Turkish Online Journal of Distance Education 20 / 1 (Ocak 2019): 17-34. http://dx.doi.org/10.17718/tojde.522368