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A Mixed Methods Study on Factors Influencing Student Satisfaction in Higher Education: A Case Study of the Business School of a Private University in Guangxi |
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| รหัสดีโอไอ | |
| Creator | Huang Kai |
| Title | A Mixed Methods Study on Factors Influencing Student Satisfaction in Higher Education: A Case Study of the Business School of a Private University in Guangxi |
| Publisher | Assumption University Press |
| Publication Year | 2569 |
| Journal Title | The Scholar: Human Sciences |
| Journal Vol. | 18 |
| Journal No. | 2 |
| Page no. | 78-89 |
| Keyword | Student Satisfaction, Service Quality, Image, Tangibility, Reliability, Assurance |
| URL Website | https://assumptionjournal.au.edu/index.php/Scholar/article/view/8951 |
| Website title | The Scholar: Human Sciences |
| ISSN | 2586-9388 |
| Abstract | Purpose: This study examined the impact of six independent variables (image, tangibility, reliability, responsiveness, assurance, and empathy) on one dependent variable (student satisfaction). In addition, the study aims to develop a corresponding strategic plan to guide practice. Research design, data, and methods: The study conducted item-objective consistency (IOC) and Cronbach's alpha tests (n=30) on the questionnaire's content to ensure its validity and reliability. Subsequently, the significant relationships between variables were tested through multiple linear regression (MLR) analysis (n=90). Subsequently, the current-expected situation of the study participants was collected, and the gap was analyzed using a paired sample t-test (n=49). This study conducted focus group discussion results and the paired sample t-test to compile a strategic plan. Finally, the actual impact of the strategic plan on the variables was analyzed through evaluative qualitative content analysis of the interview data, and the relationship between the independent and dependent variables was verified. Result: Multiple linear regression (MLR) showed that, except for tangibility, image, reliability, responsiveness, assurance, and empathy, it had a significant impact on student satisfaction. The strategic plan component showed that student satisfaction was significantly impacted except for image, reliability, responsiveness, assurance, and empathy. Conclusion: Combining theoretical variables with the perspectives of relevant stakeholders effectively makes the intervention plan more in line with the actual situation. |
