What is it about?
The 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.
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Why is it important?
This 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.
Perspectives
This is essential for Higher Education Institutions to be competitive in this intense environmental. This 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.
Dr. Yuen Onn Choong
Universiti Tunku Abdul Rahman
Read the Original
This page is a summary of: The effect of service quality on behavioural intention: the mediating role of student satisfaction and switching barriers in private universities, Journal of Applied Research in Higher Education, August 2021, Emerald,
DOI: 10.1108/jarhe-03-2021-0122.
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