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Research Article

EEO. 2021; 20(5): 728-743

Path Analysis of Customer Satisfaction about Quality Education in Pakistani Universities

Dr. Saghir Ahmad Ch,*Dr. Ayesha Batool, Dr. Sadaf Naz, Anjum Qayyum.


Quality education demand is increasing day by day and people are showing more interest to get it. Customers demand high service quality and they have also high expectations that institutional administration may provide them standardized services. The word customer is used frequently for students in the educational institutions now a day. Students’ satisfaction assumes a fundamental part in promoting, as well as a basic factor in inducing students to learn effectively. The basic purpose to conduct this study was to explore the customer satisfaction about quality education in universities. The study was quantitative and survey type in nature. University students were the population of the study. Random sampling technique was employed to select two hundred and thirty students as sample from different universities. Self-developed questionnaire on likert scale was used to explore the level of customer satisfaction regarding quality education. Instrument was consisted of different factors of quality education. It was validated by experts opinions and reliability ensured to check the internal consistency among items by applying cronbach’s alpha. Structural equation modeling was used for path analysis of customer satisfaction regarding quality education in universities. Results show that students are satisfied from classroom management of teachers. They are provided opportunities to interact with each other and discuss things with in groups as well as with teacher for better and effective learning. They are also satisfied because their performance is assessed by fair evaluation. Universities administration may focus on teaching quality and revise curriculum with the passage of time for more customer satisfaction and compete the academic world. There is need in institutions to take some positive initiatives to provide better quality education to customers.

Key words: quality education, customer satisfaction, structural equation modeling, and path analysis.

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