The Study of Service Quality and How It Influences Student Satisfaction in Phương Đông College.

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The University of Đà Nẵng – Shu-te University
Class: SD MBA1
Thesis Proposal

Student: Võ Thị Diệu Quỳnh
ID: 11752314
Advisor: Dr. Yi-Feng Yang
Co-Advisor: Dr. Nguyễn Hiệp


Master Program in Business Administration
Graduate School of Business Administration
Shu-Te University, Taiwan
15
th
September, 2012
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The Study of Service Quality and
How It Influences Student
Satisfaction in Phương Đông
College.
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1. Introduction.
2. Theoretical Framework and Hypothesis
Development.
3. Research Methodology.
4. Research expectation and ethical
considerations.

5. Reference.
6. Key words: Private College, Student Satisfaction, Service
Quality, Perception, Expectation)
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 1.1 Phương Đông College
 1.2 Student service context
 1.3 Study purpose
 1.4 Study gaps
 1.5 Research question
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 The purpose of Phương Đông college is to educate, inspire,
and prepare each student for a life of success.
 To fulfill that purpose, Phương Đông college provides a high
quality undergraduate shaped by the traditions of liberal arts
and career preparation.
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 Each year, there are about 1 million applications to major
public universities, but only 20% of those are accepted.
 The other 80% often have to spend another year to improve
their examination score hoping to get in the year after.
 Some apply to the other 400 private universities and colleges.
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 To give us a better understanding of the satisfaction of our

student from a student point of view.
 At the end of this research paper, I believe that I will learn
what students like about our school and how to improve it or
what they dislike about the services and how to fix the flaws.
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 There are many gaps between customer and service provider.
 Understand these gaps will help us satisfy our customer in a more
effective manner.
 For example, customer might not understand the actual quality of
our services like library resources, writing center, and so on…
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• This study is intent to understand:
 Conception of service quality.
 Perceived quality and objective quality.
 Quality and satisfaction.
 Service quality and its Dimensions.
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 2.1 Definition of SERVQUAL
 2.2 Satisfaction
 2.3 Service quality in service context
 2.4 Satisfaction in service context
 2.5 Hypothesis Development
• 2.5.1 Literature reviews
• 2.5.2 Hypothesis

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 SERVQUAL is an empirically derived method that may be
used by a services organization to improve service quality.
 The method involves the development of an understanding of
the perceived service needs of target customers.
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 Student Satisfaction is based on the student's experience on a
service encounter.
 This highlights the fact that Student Satisfaction is based on
experience with the service and also the outcome of service.
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 I use SERVQUAL because it gives us a clear idea of the five
priorities of our service quality which are: Tangibles,
Reliability, Responsiveness, Assurance, and Empathy.
 SERVQUAL will be able to express the causal connections
between the five variables of service quality to student
satisfaction at Phương Đông College.
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 Tangibles, Reliability, Responsiveness, Assurance, Empathy
are the five important determinants of student satisfaction.
 Even though different students will require different levels and
combinations of these variables, they are generally are
important factors that effect Student Satisfaction.
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 2.5.1 Literature reviews.

 2.5.2 Hypothesis.
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 In Vietnam, the environment that colleges and universities
have operated in has changed dramatically over the last
decade.
 The concept of student as customer.
 Even though satisfying the needs of customer is not a new
organizational concept, it is still very new for educational
institutions.
 Therefore, the objective of this study is to understand student
satisfaction by analyzing service quality at Phương Đông
college.
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 "Service quality (tangibles, reliability,
responsiveness, assurance, and empathy) will
be positively related to students' satisfaction.”
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Tangibles
Reliability
Responsiveness
Assurance
Empathy
Student Satisfaction
Figure 4
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 3.1 Research Framework
 3.2 Data Collection
 3.3 Instrumentation
 3.4 Questionnaire
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Figure 2
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 Both primary and secondary data sources will be used to
answer my research questions.
 Primary data will mainly be obtained through the
administering of questionnaires.
 Secondary sources like past studies and archives will be
accessed from various databases like Shu-te library, Google
documents, and Phương Đông college database.
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 This study uses survey as a tool to obtain the data needed. The
survey consists of 22 statements which will be applied 5 points
Likert.

 The data analysis for this study conducted through Statistical
Package for Social Science (SPSS) software version 16