Influence of University Service Quality on International Student Perception of Satisfaction: A Mixed Method Investigation

The purpose of this research focuses on international students using an in-depth exploration of service quality in a UK University and to evaluate the comparative effectiveness of one measuring instrument of service quality(namely Higher Education Performance) within a university setting. This scale is advantageous because it examines service quality from a wider point of view; highlighting five dimensions (academic aspects, access, non-academic aspects, reputation and programme issues.A mixed method approach was used for data collection. In the sequence, a quantitative approach was used first by means of a cross-sectional survey. Respondents were drawn from 493 international students at different levels at the University of Huddersfield. Findings from the quantitative method using factor analysis, and principle component analysis, show that on the overall, service service positively influences international students’ perception of satisfaction with the school. However, when examined at the individual dimension level, academic aspects, access and reputation were the only dimension of the HEdPERF scale that positively and significantly predicted international students’ perception of satisfaction. Non-academic aspects and programme issues were not significant predictors.

To further have an in depth understanding of the results of the quantitative analysis, a qualitative investigation was conducted by means of interviews. Ten interviews were conducted. Findings from the interviews corroborated the results of the quantitative study. Significantly, analysis show that international students had a negative perception of the communication they had with administrative staff of the business school. Results also show that students did not consider some of the programmes offered as relevant. These explain why non-academic and programme issues had negative results from both qualitative and quantitative analysis.Further,longitudinal research is required to consider satisfaction of student and lectures in relation to service quality. Also, Study is needed to be extended to both international and domestic student. And also,a comparative study within UK and other countries been highlighted as a vital aspect in achieving a high-quality service.