THE EFFECT OF PERCEIVED SERVICE QUALITY ON POSTGRADUATE STUDENTS' SATISFACTION IN PUBLIC UNIVERSITIES OF EASTERN ETHIOPIA

Abstract

This study was aimed at examining the effect of perceived service quality on the satisfaction of masters students. A sequential explanatory mixed methods design was employed for this study.The quantitative data were collected using a Modified SERVQUAL Model consisting of five dimensions namely reliability, assurance, tangibles, empathy and responsiveness dimensions and five additional satisfaction items from 574 (486 male and 88 female) masters students selected using a stratified random sampling technique.The qualitative data were collected using a semistructured interview guide and focused group discussion.The quantitative data were analyzed using multiple linear regression, independent and paired t-test, and ANOVA while the qualitative data were analyzed using narrative analysis.The study revealed that perceived service quality and its five dimensions have a positive and significant effect on masters students’ satisfaction.The findings indicated that there were significant differences in mean scores for males and females on their overall satisfaction and on reliability dimension while there were no statistically significant differences on assurance, tangibles, empathy, and responsiveness dimensions.The findings showed that there was no statistically significant difference in satisfaction scores for the age groups.It was also found out that there was a statistically significant difference in satisfaction scores among the three university respondents.Hence,it can be concluded that perceived service quality has a positive and significant effect on masters students’ satisfaction in the study area indicating that an increase in perceived service quality will lead to an increase in students’ satisfaction.Therefore,it is recommended that universities should improve PSQ in general and the five dimensions in particular to increase students’ satisfaction. It is also suggested that further cross-sectional studies be carried out in more universities in Ethiopia, including private ones, not only in the regular but also in distance, summer, and continuing education programs at postgraduate leve