THE PERCEPTION OF BANDUNG UNIVERSITY STUDENT CANDIDATES ON THE DIMENSIONS OF HIGHER EDUCATION QUALITY: A DYADIC APPROACH
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Date
2009-10-13
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UNIVERSITI SAINS MALAYSIA
Abstract
There are many important things in the consumer behavior field, for instance motivation, cognition, and perception. However, not many universities or academies put an effort into investigating the consumer perception on the attributes quality. This research investigated the perception of students on quality of universities in Bandung through dyadic approach or multiple respondents. The respondents were both internal and external consumers. This study considers university students as internal consumer and students of high schools as external consumer. The result of this research are some service dimensions that internal and external consumers evaluated. These service dimensions differ from other well-known service dimensions, such as service quality (servqual) or service performance (servperf). To obtain the dimensions, the authors conducted 2 studies. Through qualitative research, in the first study the authors found 36 attributes that internal consumers evaluated, while in the second study, through quantitative approach, the authors extracted the 36 attributes by factor analysis and found 11 dimensions of university attributes evaluated by consumers. This paper not only discusses the results of the research, but also makes recommendations.
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Keywords
High School Students, Perceived Quality, Universities, Factor Analysis, dyadic