Role Of Student’s Satisfaction And Loyalty In Establishing Trust Based Quality Culture At Higher Education Institutions In Pakistan

Abstract

The role of higher education institutions (HEIs) is crucial for sustainable development of society as well as for a nation. Existence and success of HEIs in the present competitive and financially constraint environment depend upon assessing, evaluating and managing students’ satisfaction and loyalty- a key factor towards the establishment of quality culture at the HEIs. In Pakistan, no study based on defined measurement models has been reported so far to assess satisfaction of key stakeholders i.e. students. Our study aimed at evaluating the key determinants of students’ satisfaction and loyalty at Pir Mehr Ali Shah Arid Agriculture University Rawalpindi (Pakistan). The research model used in this study is European Performance Similarity Index (EPSI) after modification, wherein perceived expectations affect students’ satisfaction and loyalty. Our research model contains some key consequence factors of student course evaluation questionnaire that has been introduced by the Higher Education Commission of Pakistan in Pakistan. Multiple regression modeling was used to analyze the structural equation model of the students’ loyalty and satisfaction. Results revealed that all the research model variable relationships were significant and EPSI methodology is effective in assessing students’ satisfaction to establish trust-based quality culture. Our study also highlighted the dire need for HEIs to move towards for more detailed analyses of students’ satisfaction in order to render good services and satisfy emerging demands of students in effective manner.