The effect of service quality on behavioural intention: the mediating role of student satisfaction and switching barriers in private universities

Abstract

PurposeThe aim of this paper is to explore the relationship between perception of service quality, student satisfaction, switching barriers on behavioural intentions among private higher education institutions (HEIs) with self-accreditation status in Malaysia.Design/methodology/approachA total of 388 valid questionnaires were collected via a self-administered questionnaire from the undergraduate students of private HEIs with self-accreditation status in Malaysia. PLS-SEM has been employed for hypotheses testing.FindingsThe results show that student perceived service quality is positively influence student satisfaction and student behavioural intentions, particularly the positive word-of-mouth (WOM). The relationship of student perceived service quality and student behavioural intentions is fully mediated by student satisfaction. However, there is no mediating effect found for the switching barriers on the relationship between student satisfaction and behavioural intentions.Research limitations/implicationsThis study's findings are only generalizable to the private HEI with self-accreditation status in Malaysia. The paper contributes to the body of knowledge in the areas of service quality, satisfaction, switching barriers and behavioural intentions. These findings provide valuable insight to the private universities management and policymakers to improve existing policies and practices in order to formulate effective strategies to attract potential new students and retain the existing students through the delivery of high-quality services.Originality/valueThis study's findings have reconfirmed that the causal relationship of perceived service quality-satisfaction-behavioural intentions model. Switching barriers has treated as the mediator which received less attention in the context of private higher education sector. Thus, this study broadens the exiting body of knowledge and advances the understanding of how switching barriers play a crucial role by influencing students' behavioural intention, particular WOM.

The impact of service quality on student retention: The mediating roles of student satisfaction and switching barriers in private universities

“…The breakdown of personal connections with suppliers of services is a barrier to switching 58 . In higher education, switching barriers are defined as any obstacles students encounter to transfer from their current university, including switching costs, attraction to alternatives, and emotional obstacles 59 . Investigating switching barriers can effectively prevent customers' switching intentions or increase customers' retention, which is essential for any organization 60 .…”

“…In the banking sector, consumer satisfaction has a positive impact on preventing customer switching behavior 89 . Switching barriers are defined as any limits students encounter in transferring from their existing university, including objective situational factors such as switching costs, attraction to alternatives, and psychological barriers 26 . Satisfied students will have significant switching barriers in the higher education sector.…”

“…Therefore, studies in this field should be conducted in various contexts to expand the current knowledge on this phenomenon. Future studies should collect samples from diverse students 26 . Additionally, mediating factors, such as student satisfaction and switching barriers, contribute to the relationship between service quality and students' behavioral intentions 27,28 .…”

What are the key drivers to promote continuance intention of undergraduates in online learning? A multi-perspective framework

“…The SEQ of e-learning systems requires the responsiveness, empathy, trust, and safety of the supporting personnel. According to previous research, SEQ is vital to SAT and use (Tan et al, 2021), and in the context of online learning, SEQ has a significantly positive effect on online learning SU and students' SAT (Pham et al, 2019). Teddy and Martha (2018) used structural equation modeling (SEM) to examine the link between SEQ and student SAT using a survey of 1,000 students from 13 universities and colleges in Riau Province.…”

Applying SERVQUAL for Measuring Customer Satisfaction on Institute for Research and Community Service: A Case Studi at Universitas Muhammadiyah Surakarta

“…There is a relation between the service quality and customer satisfaction (Parasuraman, Zeithaml, and Berry 1988;Tjiptono and Chandra 2016), hence this factor needs to be assessed and improve. Studies on designing instrument to measure the service quality in higher education have been quite intensively done by scholars (to name a few Aicha 2018; Annamdevula and Bellamkonda 2016;Ferreira et al 2021;Khoo, Ha, and McGregor 2017;Munteanu et al 2010;Purnama and Sailah 2017;Sarsale and Caday 2020;Tan, Choong, and Chen 2022;Waugh 2002 andYanova 2015). However, instrument for evaluating the service quality of research and community service (P2M) that required by one of the nine accreditation criteria (BAN-PT 2019) have not been well established.…”