Synopsis The purpose of this research is to assess how student satisfaction is affected by the dimensions of service quality at the University of Buckingham Student Union

Synopsis
The purpose of this research is to assess how student satisfaction is affected by the dimensions
of service quality at the University of Buckingham Student Union. This is done using the
SERVQUAL model that was proposed by Parasuraman, Zeithaml and Berry in 1988. The
dimensions are Tangibles, Reliability, Responsiveness, Assurance and Empathy and this model
was chosen for the scope of its applicability. Correlations between the dimensions of service
quality are also examined.
Data collection was in the form of a structured questionnaire with a sample size of 76 students.
The sample was split in terms of level of education in accordance with the University of
Buckingham’s Business school proportions. The questionnaire is composed of two sections
with the first relating to demographics and reasons for using the SU, and the second comprising
of 19 Likert scale questions that relate to each factor.
A Cronbach’s a analysis was conducted to confirm the reliability. This resulted in the removal
of one question from the responsiveness dimension due to its low a value. It was found that
there are particularly strong correlations between reliability and empathy and assurance and
empathy. The impact analysis established that each dimension of service quality supports the
hypotheses, with responsiveness (44%) and empathy (42%) having the strongest impacts on
student satisfaction.
The research is restricted to one faculty at a single university and the sample size is limited;
this affects the reliability of the survey. A greater amount of scope in terms of the sample,
would have allowed for possible applicability across the sector. The results of this research can
be used to improve the certain aspects of the service provided by the SU like reliability.