Ng, Man San (2010) Impacts Of Service Quality, Satisfaction And Personal Factors On Student Retention In Open Distance Learning Institutions In Malaysia. Masters thesis, Open University Malaysia.
|
Text
Msc_(BA)_thesis__Ng_Man_San.pdf - Accepted Version Download (405Kb) | Preview |
Abstract
The purpose of this study was to determine the impacts of service quality, student satisfaction and personal factors on student intention to complete study in open distance learning (ODL) institutions. A cross-sectional survey design was employed in this study. Data was collected during the period from October to December, 2009 from a nation-wide random sample of 450 Open University Malaysia (OUM) undergraduate students. Several statistical techniques were used to analyse the data and they include producing frequency counts for generating descriptive statistics. In addition, factor analysis was used to identify and confirm the factors of service quality, student satisfaction and student retention. Multivariate analysis was also used for testing hypotheses and measuring the impacts of factors on student retention. The study findings based on 342 usable questionnaires indicated that service quality and its four dimensions (tangibility, reliability, responsiveness, and assurance) had positive impacts on overall satisfaction. However, the empathy dimension did not have any effect. Five factors were found to have effects on student intention to complete study in OUM. They were: student satisfaction, goal commitment, family support, study habits and number of semesters attended. However, service quality had no effect. The findings indicated that low student retention in ODL institutions was attributed not only to student satisfaction but also to a combination of personal factors. It follows that the key to an effective retention strategy is for ODL institutions to provide quality support services that meet the satisfaction of the students. Additionally, ODL institutions should help the students to overcome their personal problems. (Abstract by author)
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | A thesis submitted in full fulfilment of the requirements for the degree of Master of Science (Business Administration) Fulltext of the theses is available in CD-ROM at Tan Sri Dr Abdullah Sanusi Digital Library. |
| Uncontrolled Keywords: | Service Quality, Satisfaction, Retention, SERVPERF, Factor Analysis, MBA |
| Subjects: | L Education > LC Special aspects of education > LC5201 Education extension. Adult education. Continuing education L Education > LC Special aspects of education > LC5800 Distance education |
| Divisions: | Centre for Graduate Studies |
| Depositing User: | Shahril Effendi Ibrahim |
| Date Deposited: | 05 May 2011 02:44 |
| Last Modified: | 01 Jun 2021 07:03 |
| URI: | http://library.oum.edu.my/repository/id/eprint/570 |
Actions (login required)
 |
View Item |
