Quality Dimensions Of Educational Services For Foreign Students

This research investigates the conceptualization and measurement of service quality of educational programs for foreign students, and the relationships between service quality, consumer satisfaction, and purchase intentions. A literature review suggests that an adaptation of SERVQUAL and SERVPERV in the context of education for foreign students is suitable. Based on a comprehensive review of literature in the field of quality management and the findings of interviews conducted especially for this research, the author developed a 30-item scale for measuring service quality of educational programs for foreign students.An empirical study of Shanghai University of Sport has defined 8 dimensions of quality, i.e. software input, hardware input, course service, administrative service, staff performance, educational achievement, students-interaction and faculty competence. By the analyses of internal consistency, factor analysis and multiple regression, validity and reliability of this 8-dimensions 30-item scale was tested and proved valid and reliable, although there were two additional dimensions, students interaction and competence of faculty, requiring for further amending and testing.In the case of Shanghai University of Sport, an Importance-Performance Analysis suggested a significant difference between the importance and perceived performance of 5 service dimensions. That is to say, the students are not satisfied with the quality dimensions of educational services provided by Shanghai University of Sport. Correlation analysis of total perceived quality, service value, satisfaction and behavior intention suggested that a significant correlation between these variables although the pattern of correlation was not clearly revealed. ANOVA method was used to test the influence of the demographic factors on the perception of quality. Therefore, the scale developed by this study is suitable for the service providers to use for the sake of quality control and improvement as it is reliable to provide diagnostic information.