The Relationship between Service Quality and Customer Satisfaction: Case Study of Education Sector in Mogadishu, Somalia


Authors : Abshir Mohamed HASSAN, Dr. Ali KURT

Volume/Issue : Volume 4 - 2019, Issue 9 - September

Google Scholar : https://goo.gl/DF9R4u

Scribd : https://bit.ly/2kylf0g

Due to increasing demand of customers, education sector has become competitive, customers know more about their expectations and demand high standards of services, because technology enables them to do comparisons quickly and accurately, and their perceptions and expectations are constantly evolving, making it difficult for service providers to measure and manage services effectively. The main aim of this article is to examine the relationship between service quality, and SERVQUAL dimensions (tangibility, reliability, responsiveness, assurance, and empathy) and customer satisfaction in the education sector in Mogadishu, Somalia.  Method Questionnaire was used based on this research method which is quantitative approach and it is the best way to collect quantitative data. A sample size of 120 questionnaires were handed out to the students of Simad and Mogadishu universities via survey link to reach students easily. Questionnaire included structured question which helped students to spend less time to select appropriate option. The aim of the questionnaire was to collect data necessary for testing hypothesis theory of the study about student’s general perception of service quality offered by private universities in Mogadishu and how it relates to their satisfaction.  Findings Based on correlation analysis result, the study found that service quality and its dimensions have significant relationship with customer satisfaction in respect of the Parasuraman’s SERVQUAL (1985) scale. Furthermore, according to the outcome of regression analysis method, this empirical study obtained that reliability SERVQUAL dimension has significantly impacted on student’s satisfaction, but other SERVQUAL dimensions (Tangibility, Responsiveness, Assurance, Empathy) have not significantly impacted on students’ satisfaction in these two universities in Mogadishu/Somalia.

Keywords : Service Quality, Customer Satisfaction, SERVQUAL dimensions, Simad, Mogadishu Universities, Mogadishu/Somalia.

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