Impact of Assurance and Responsiveness Dimensions on Customer Satisfaction in Higher Education Sector: A Case of Universities in Kenya
Keywords:
Assurance Dimension, Responsiveness Dimension, Customer Satisfaction & Universities in Kenya.Abstract
Universities are important vehicles in promoting educational goals in many countries all over the world. They supplement service delivery especially where the public universities would not have managed to cater for the academic needs due to overwhelming numbers of students seeking higher education services. The rapid increase of universities and their satellite branches has further led to competition for the best assurance and responsiveness dimensions on customer satisfaction in the education sector. The aim of this study was to investigate the assurance and responsiveness dimensions on customer satisfaction in higher education sector, taking into consideration the challenges faced by private universities in the country such as lack of funding among others.. The unit of the study was the registered students undertaking undergraduate studies in these universities. The target population comprised of undergraduate students in private universities in Kenya. The private universities considered for this study include Mount Kenya University, Catholic University, Strathmore University, Riara University, KCA University, and United States International University. A probabilistic technique was employed in which simple random sampling was used to identify the respondents. This was considered appropriate, as the numbers of students would be randomly obtained in respective universities. A sample of 384 was used and data was collected through structured questionnaires.
Keywords: Assurance Dimension, Responsiveness Dimension, Customer Satisfaction & Universities in Kenya.
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