Service quality and its impact on students' satisfaction and loyality: the case of Notre Dame University-Louiaze

Abstract

The study purpose is to assess students’ satisfaction on services provided by higher education institutions (HEIs) and consequently their loyalty towards the institution. The research design followed a quantitative approach where a questionnaire was developed based on a seven-point Likert scale. Data was collected from 297 students at Notre Dame University-Louaize (NDU) in Lebanon. The results elucidated that the affective component positively and strongly influences students’ satisfaction. Variables related to physical facilities did not outstand in the results so we were not able to conclude about its relationship with student satisfaction. Tuition fees were not a major concern for NDU students. The findings also indicated that among the significant determinants of student satisfaction were Support, Administrative, Academic and Complementary Services. We were not able to conclude for H6 that states student satisfaction significantly and positively affects student loyalty. The study was conducted during the outbreak of COVID-19 where the university has moved to online classes; otherwise, higher sample size could have been collected. Also, students’ psychological status might have affected how they responded. Moreover, the study was conducted on a single university; it can be replicated on other universities to compare the outcomes. The results might help NDU leaders, decision makers, administrators, academic staff, and other Lebanese HEIs determine the service quality constructs that are of utmost importance to students. The quality assurance and certification bodies can employ the study results for quality enhancement in favor of setting standards for certifications concerned with HEIs’ processes. At the government level, the Ministry of Education and Higher Education (MEHE) can benefit of the study findings acting as a guide to define, formulate and set standards for the provision of HE activities. The originality of the study lies in examining students’ satisfaction and accordingly their loyalty with regard to the wide technological advancements that different institutions have been integrating into their operations and the ever changing students’ needs.