The influence of service quality on customer satisfaction towards international students of Islamic universities in Malaysia

Abstract

The purpose of this research is to investigate the effect of service quality on customer satisfaction of International students in Islamic higher learning institutions in Malaysia. This research proposes a conceptual framework based on the HEPERF model, which explores the effect of several dimensions of HEDPERF Service quality on customer satisfaction in Islamic higher learning institutions among Malaysian Edutourists (International Students). The dimensions analysed of HEDPERF Service quality were academic aspects, non-academic aspects, access, program issues and the University's reputation. Data were collected from 220 respondents in four Malaysian Islamic Universities using online questionnaires using the sampling criterion. The empiric results of this research supported four out of the five hypotheses suggested in the research. The dimensions that have a significant and positive effect on customer satisfaction in Islamic Universities were related to academic aspects, the reputation of universities, access, and programs issues. Academic aspect is found to be the most influential HEDPERF Service quality dimension in customer satisfaction in Islamic higher learning institutions in Malaysia. Non-academic aspect does not have a significant influence on customer satisfaction but reflect a positive relationship with consumer satisfaction in Islamic higher learning Institutions in Malaysia. For university administrators and researchers, this study offers useful insights into enhancing the standard of service quality of higher learning institutions and thereby building a happy and loyal customers in the long-term.