Journal Screenshot

International Journal of Academic Research in Business and Social Sciences

Open Access Journal

ISSN: 2222-6990

The Relationship Between Service Quality and Student Retention in Private Higher Education Institutions in Malaysia

Zhao Xuerong, Malini Kanjanapathy

http://dx.doi.org/10.6007/IJARBSS/v14-i1/20525

Open access

Attrition in education is a major issue in higher education. Globalization has increased the mobility of international students, prompting higher global competition. HEIs must prioritize improving services to compete in higher education. The study aims to understand international students' learning needs, expectations, and experiences comprehensively. This study seeks to examine the link between service quality and student retention in private higher education institutions in Malaysia. In this study, SERVQUAL service model with compliance dimension is used. This research employed a positivist ontology, empirical epistemology, and quantitative methods. This study explores the link between service quality and student retention. Data for this study will be collected from China students studying at private universities in West Malaysia. To measure the service quality's impact on student retention in private higher education institutes in Malaysia, the study analysed the necessity of improving higher education services for retaining China students. The respondent for this study is China students who studying in private higher education institutions in Malaysia. The sample size is generated from G*Power software. An online survey will be conducted. The data will be processed and analysed by IBM SPSS version 29 and Smart-PLS version 4-3 to construct relationship and predictive power of the structural model.

Abu-Rumman, A., & Qawasmeh, R. (2022). Assessing international students' satisfaction of a Jordanian university using the service quality model. Journal of Applied Research in Higher Education, 14(4), 1742-1760. doi: 10.1108/JARHE-05-2021-0166.
Al Hassani, A. A., & Wilkins, S. (2022). Student retention in higher education: The influences of organizational identification and institution reputation on student satisfaction and behaviors. International Journal of Educational Management, 36(6), 1046-1064.
Arthur, Y. D., Dogbe, C. S. K., & Asiedu-Addo, S. K. (2022). Modeling students' mathematics achievement and performance through teaching quality: SERVQUAL perspective. Journal of Applied Research in Higher Education, 14(4), 1509-1523.
Australian Government Department of Education. (2020). Student data 2015-2020. Retrieved from https://www.dese.gov.au/higher-education-statistics/student-data
Azman, N. H. (2021). Private universities, colleges risk permanent closure, the Malaysian reserve. Retrieved from https://themalaysianreserve.com/2021/05/17/private-universities-colleges-riskpermanent-closure/
Bacher-Hicks, A., Chin, M. J., Kane, T. J., & Staiger, D. O. (2019). An experimental evaluation of three teacher quality measures: Value-added, classroom observations, and student surveys. Economics of Education Review, 73, 101919.
Bozbay, Z., Baghirov, F., Zhang, Y., Rasli, A., & Karakasoglu, M. (2020). International students’ service quality evaluations towards Turkish universities. Quality Assurance in Education, 28(3), 151-164. doi: 10.1108/QAE-06-2019-0061
Burke, A. (2019). Student retention models in higher education: A literature review. College and University, 94(2), 12-21.
Chinese Service Center for Scholarly Exchange (CSCSE). (2022). Announcement on strengthening the accreditation review of some foreign schools' academic degrees. Retrieved from http://zwfw.cscse.edu.cn/cscse/lxfwzxwsfwdt2020/xlxwrz32/tzgg61/527969/index.html
Chinese Service Center for Scholarly Exchange (CSCSE). (2021). Announcement on strengthening the accreditation review of some foreign schools' academic degrees. Retrieved from
http://zwfw.cscse.edu.cn/cscse/lxfwzxwsfwdt2020/xlxwrz32/tzgg61/508981/index.html
Chinese Service Center for Scholarly Exchange (CSCSE). (2022). announcement on strengthening the accreditation review of some foreign schools' academic degrees. Retrieved from
http://zwfw.cscse.edu.cn/cscse/lxfwzxwsfwdt2020/xlxwrz32/tzgg61/526097/index.html
Darawong, C., & Sandmaung, M. (2019). Service quality enhancing student satisfaction in international programs of higher education institutions: A local student perspective. Journal of Marketing for Higher Education, 29(2), 268-283.
Eather, N., Mavilidi, M. F., Sharp, H., & Parkes, R. (2022). Programmes targeting student retention/success and satisfaction/experience in higher education: A systematic review. Journal of Higher Education Policy and Management, 44(3), 223-239.
Education Malaysia Global Services. (2022). EMGS Review-Q1 2022. Retrieved from https://educationmalaysia.gov.my/applications-received-from-1st-january-2022-31st-march-2022-quarter-1/
Education Malaysia Global Services. (2023). Malaysia higher education in brief. Retrieved from https://educationmalaysia.gov.my/malaysia-higher-education-in-brief/
Ghanad, A., & Hussin, S. (2022). An evaluation of the quality of premier universities' services and facilities in Malaysia. International Journal of Multidisciplinary and Analysis, 5, 1207-1218
Ghobehei, M., Sadeghvaziri, F., Ebrahimi, E., & Bakeshloo, A. K. (2019). The effects of perceived brand orientation and perceived service quality in the higher education sector. Eurasian Business Review, 9, 347-365.
Perales, G. A., Liébana-Cabanillas, F., Sánchez-Fernández, J., & Herrera, L. J. (2020). Assessing university students' perception of academic quality using machine learning. Applied Computing and Informatics.
Hunter, M. (2020). The collapse of Malaysian Private Universities. Covid-19 just the latest problem, Asia Sentinel. Retrieved from https://www.asiasentinel.com/p/the-collapse-of-malaysian-private
ICEF Monitor. (2023). Malaysia exceeds target for new international student applications in 2022. Retrieved from https://monitor.icef.com/2023/02/malaysia-exceeds-target-for-new-international-student-applications-in-2022/
Islam, J. U., Hollebeek, L. D., Rahman, Z., Khan, I., & Rasool, A. (2019). Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences. Journal of Retailing and Consumer Services, 50, 277-285.
Kaushal, V., & Ali, N. (2020). University reputation, brand attachment and brand personality as antecedents of student loyalty: A study in higher education context. Corporate Reputation Review, 23, 254-266.
Latif, K. F., Latif, I., Farooq Sahibzada, U., & Ullah, M. (2019). In search of quality: Measuring higher education service quality (HiEduQual). Total Quality Management & Business Excellence, 30(7-8), 768-791.
Magasi, C., Mashenene, R. G., & Ndengenesa, D. M. (2022). Service quality and students’ satisfaction in Tanzania’s Higher Education: A re-examination of SERVQUAL Model. International Review of Management and Marketing, 12(3), 18.
Maia, C., Ikboljon, Q., & Dilbar, G. (2021). Higher education contributing to local, national, and global development: New empirical and conceptual insights. Higher Education, 81(1), 109-127.
Malaysian Qualifications Agency (MQA). (2021). Accreditation. Retrieved from https://www2.mqa.gov.my/mqr/
McCowan, T. (2019). Higher education for and beyond the sustainable development goals. Springer Nature.
Meyer, N., & Hamilton, L. (2020). Female entrepreneurs’ business training and its effect on various entrepreneurial factors: Evidence from a developing country. International Journal of Economics and Finance Studies, 12(1), 135-151.
Ministry of Education of the People’s Republic of China. (16 December 2020). Statistics on Chinese learners studying overseas in 2019. Press Releases, Retrieved from http://en.moe.gov.cn/news/press_releases/202012/t20201224_507474.html
Ministry of Higher Education. (2021). Statistik Pendidikan Tinggi 2021: Kementerian Pengajian Tinggi. Retrieved from https://www.mohe.gov.my/en/downloads/statistics/2021-1/857-statistik-pendidikan-tinggi-2021/file
Mok, K. H., Xiong, W., Ke, G., & Cheung, J. O. W. (2021). Impact of COVID-19 pandemic on international higher education and student mobility: Student perspectives from Mainland China and Hong Kong. International Journal of Educational Research, 105, 101718. https://doi.org/10.1016/j.ijer.2020.101718
Njau, F. W. (2019), An integrated SERVQUAL model and gap model in evaluating customer satisfaction in budget hotels in Nairobi City County, Kenya. Nairobi: School of Hospitality and Tourism, Kenyatta University.
Nojavan, M., Heidari, A., & Mohammaditabar, D. (2021). A fuzzy service quality based approach for performance evaluation of educational units. Socio-Economic Planning Sciences, 73, 100816.
Parasuraman, A. B. L. L., Zeithaml, V. A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. 1988, 64(1), 12-40.
Paul, R., & Pradhan, S. (2019). Achieving student satisfaction and student loyalty in higher education: A focus on service value dimensions. Services Marketing Quarterly, 40(3), 245-268.
Phonthanukitithaworn, C., Wongsaichia, S., Naruetharadhol, P., Thipsingh, S., Senamitr, T., & Ketkaew, C. (2022). Managing educational service quality and loyalty of international students: A case of international colleges in Thailand. Cogent Social Sciences, 8(1), 2105929.
Pola, L. (2022). Flow of China students will peak in 5 years. Inside Higher Ed. 20 May 2022. Retrieved from https://www.insidehighered.com/news/2022/05/20/peak-chinese-students-could-come-five-years
Raza, S. A., Qazi, W., Khan, K. A., & Shah, S. M. M. (2021). Student as customer concept: An approach to determine Pakistani students' preferences as customers while studying at private universities. International Journal of Educational Management, 35(2), 513-531.
Saoud, S., & Sanséau, P. Y. (2019). Student loyalty through perceived service quality and satisfaction. Advances in Social Sciences Research Journal, 6(2).
Shuo, Z. (2021). Report: 90% of Chinese overseas students not giving up study abroad. Chinadaily.com.cn. 20 May 2021. Retrieved from
http://global.chinadaily.com.cn/a/202105/20/WS60a626a6a31024ad0bac0563.html
Susilawati, E., Khaira, I., & Pratama, I. (2021). Antecedents to student loyalty in Indonesian higher education institutions: The mediating role of technology innovation. Educational Sciences: Theory & Practice, 21(3), 40-56.
The Higher Education Statistics Agency (HESA). (2023). Where do HE students come from? Retrieved from https://www.hesa.ac.uk/data-and-analysis/students/where-from
Tight, M. (2020). Student retention and engagement in higher education. Journal of further and Higher Education, 44(5), 689-704.
Tinto, V. (1975). Dropout from higher education: A theoretical synthesis of recent research. Review of Educational Research, 45(1), 89-125.
Tinto, V. (2012). Leaving college: Rethinking the causes and cures of student attrition. University of Chicago press.
Williams, D., Kilburn, A., Kilburn, B., & Hammond, K. (2019). Student privacy: A key piece of the online student satisfaction puzzle. Journal of Higher Education Theory and Practice, 19(4), 115-120.
WorldData.info. (2022). Comparison of worldwide cost of living. Retrieved from https://www.worlddata.info/cost-of-living.php#google_vignette
Xu, X., Schönrock-Adema, J., Jaarsma, A. D. C., Duvivier, R. J., & Bos, N. A. (2022). A conducive learning environment in international higher education: A systematic review of research on students’ perspectives. Educational Research Review, 37, 100474.

(Xuerong & Kanjanapathy, 2024)
Xuerong, Z., & Kanjanapathy, M. (2024). The Relationship Between Service Quality and Student Retention in Private Higher Education Institutions in Malaysia. International Journal of Academic Research in Business and Social Sciences, 14(1), 1102–1112.