Dr. Josefina S. Esguerra1, Dr. Joseph M. Acosta2, and Dr. Maria Lourdes E. Cantor2
1Faculty, Graduate School University of Baguio, Baguio City, Philippines
2Faculty, School of Dentistry University of Baguio, Baguio City, Philippines
In today’s highly competitive global arena, service quality in the context of higher education is a growing concern among educational institutions. The service quality satisfaction of students is an important factor for the growth, success, and sustainability of an educational institution. It was the major purpose of this study to explore the service quality satisfaction of the students of the School of Dentistry, University of Baguio. This descriptive survey study made use of a validated, reliability-tested Student Satisfaction Questionnaire that focused on Gronroos’ five dimensions of service quality satisfaction, namely: Reliability, Assurance, Tangibles, Empathy, and Responsiveness. Thirteen frontline service sectors of the University of Baguio were the target areas of the survey. A total enumeration of 528 students participated voluntarily in the study. Student satisfaction is a result of service quality. The respondents experienced very good service quality from all the 13 service sectors. Consequently, the students are very satisfied with the service quality rendered by the frontline service sectors of UB. The reliability dimension stood out as the main cause of high service quality satisfaction. Assurance and empathy need to be enhanced further because these are critical factors that contribute to student satisfaction.
Keywords: service quality, customer satisfaction, reliability, assurance, tangibles, empathy
February 8, 2021
UB RJ Vol. 44, No. 1 2020