1

Student Satisfaction

STUDENT SATISFACTION IN UNIVERSITY:

Student Satisfaction

Ali Cheema 10123006

Waqas Masood 10123030

Abdul Salam 10123031

Gift Business School

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Student Satisfaction

Authors detail

Abdul Salam 10123031

Student at GIFT University

Email: salam9050@yahoo.com

Waqas Masood 10123030

Student at GIFT University

Email: wqsmasood@yahoo.com

Ali Cheema 10123006

Student at GIFT University

Email: chyma477@yahoo.com
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Student Satisfaction

Contents

ACKNOWLEDGEMENT.................................................................................................. 5

Abstract........................................................................................................................ 6

Keywords...................................................................................................................... 7

Type7

List of tables................................................................................................................... 8

List of figure.................................................................................................................. 9

List of Abbreviations...................................................................................................... 10

1 Introduction........................................................................................................... 10

2 Literature review..................................................................................................... 13

3 Hypothesis............................................................................................................. 21

4 Research Methodology.............................................................................................. 22

4.1 Description of the sample............................................................................23

5 Analysis and results................................................................................................. 25

5.1 Missing values and outliers..........................................................................25

5.2 Descriptive................................................................................................... 25

5.3 Reliability:.................................................................................................... 27

5.4 Factor analysis:............................................................................................ 28

5.5 Regression and Correlation..........................................................................30

5.5.1 Correlation................................................................................................ 30

5.5.2 Regression................................................................................................ 31

6 Discussion............................................................................................................. 33

7 Limitation.............................................................................................................. 36

8 Implication............................................................................................................ 37

9 Conclusion............................................................................................................ 38
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Student Satisfaction

10 Future Recommendation............................................................................................ 39

References................................................................................................................... 40

Appendix..................................................................................................................... 43
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Student Satisfaction

ACKNOWLEDGEMENT

We starts our this project with the name of ALLAH who is most beneficent and who born us

with the clot of blood and who gives us the ability, talent and potential to accomplished this task,

and also gave us to make a command on this subject without ALLAHs permission its

impossible. In this way first of all we thanks to helping and complete our project of Business

Research Method under the supervision of Mr. Abid Awan. He gives a place to learn that how

in a real word things are vary from place to place. So in a Business Research Method we

research on Student Satisfaction to know about how are the students are satisfied and what the

purpose are to satisfied the students for both parties student and university. We are also very

thankfully to our university who gave us an opportunity to study this subject form Mr.Abid

Awan. This report cannot be solely attributed to anyones effort but it is indeed the joint effort of

all group members. There were times in the course of preparing this report when things were

tough and the future seemed dark. It could not have been possible to write it, without the

immense help of a few individuals to whom I would like to offer my gratitude.

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Student Satisfaction

Student Satisfaction

Waqas Masood

GIFT Business School

Abstract

This study examines the students satisfaction level in GIFT University in Pakistan. The study

focuses on the factors like learning environment, teaching method, university image, word of

mouth and service quality. Students response measured through an adapted questionnaire on a

10-point likert scale. The sample size of the study consisted of 300 students belong to GIFT

University Gujranwala. The results of regression analysis reveal that all attributes have

significant and positive impact on students satisfaction in GIFT University. However, service

quality is the most probability to make the students unsatisfied among all the variables, therefore

it requires special attention of the top management in the university to make a policy to proper

check and make the best services for the students in GIFT University.
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Student Satisfaction

Keywords

Student Satisfaction, University Image, Learning Environment, Teaching Method, Word of

Mouth, Service Quality, Regression

Type

Research Paper

List of tables

Table 1: Descriptive
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Student Satisfaction

Table 2: Reliability

Table 3: Factor Analysis

Table 4: Correlation

Table 5: Regression

List of figure

Figure 1: Frame work

Figure 2: Item used to measure

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Student Satisfaction

List of Abbreviations

Student Satisfaction (SS)

Learning Environment (LE)

Teaching Method (TM)

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Student Satisfaction

University Image (UI)

Word of Mouth (WM)

Service Quality (SQ)

Gujranwala Institute of Future Technology (GIFT)

1 Introduction

We want to conduct research on which factors those cause to enhance the student satisfaction

level in university. For this propose we make this proposal to give you an idea about our topic.

The success of any business is with the customers satisfaction toward the products or services

and for a university success the student satisfaction is very important. In a university there are so

many factors which effect on the student satisfaction level. The problem statement of our study is

as follows:
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Student Satisfaction

An analysis of gaps which enhance students satisfaction level

Student satisfaction is important as Support and encouragement is providing to the students to

shine their skills and abilities moreover it helps to show the full energy and show maximize

results in their study and also enhance the student satisfaction. Then the satisfied students are

good for the university performance and reputation.

It is a powerful development tool which helps to improve student career. Student satisfaction is

providing opportunities the student to think about career.

Enhance confidence
Good grade
Better career

The study is exploring the factors which influence on the student satisfaction level.

The objective of a research summarizes what is to be achieved by the study. These objectives

should be closely related to the research problem. Our study is relate to which factors who

enhance student satisfaction, as under problem statement study objectives are

Explore the factors which enhance student satisfaction level.

Analyze how much percent these factors enhance student satisfaction level.

Research questions mean what we can do or what is over main agenda in our study.

What are these factors to increase student satisfaction level?

What it is so important to increase the student satisfaction level?
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Student Satisfaction

Gaps and Delimitations

In previous studies internationally more on student satisfaction toward the service quality

or learning environment or electronic learning but it all study on other countries not in

Pakistan.
In Pakistan recently study on student satisfaction level on Allama Iqbal Open

University in 2011 E-learning student satisfaction by distance learning courses.

Another study in the Pakistan is student satisfaction toward the teacher expertise, course

offered, and learning environment and class room facilities in 2010.

There are so many factors in university which enhance the student satisfaction level but

in our study we see the five factors learning environment, word of mouth, teaching

method, service quality and university image not check the all factors which influence on

students satisfaction level

2 Literature review

In the literature review part we have come to know that what student satisfaction is. What others

perceive about it? Student satisfaction is all about knowledge for development and guidance of

students for guiding them accordingly and allows them to put them on the right track and how to

go in right direction. And in this situation we read some articles and journals related to our topic

and then conduct the research about what type of study they did and what are the gaps in the

previous study and where we are or we can preferably contributing related to student satisfaction.

Our study and research will multiply the success rates for the resolution of the problems faced by

the students in a university so that this will really help them to tackle different situations during

their university life. Our topic is totally reflecting the real picture and a clear scenario towards

the problems that students crew used to face often. Check your customer satisfaction by utilize
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Student Satisfaction

one or more than one time product. In satisfaction of student we check how much students

enrolled in university for long period of time or new student come on behalf of the previous

student consult Fornell., & Boulding. (1992, 1993). A teacher is easily checking the student

satisfaction after the delivered lecture. Student and teacher interaction and relationship is a better

way to check and also increase a student satisfaction Tan, Swee, Mei., & Lim, Kong, Teong.

(2002). The satisfaction level may be enhance from the following factors study environment,

facilities provide, opportunities, services etc. environment is also plays a very important role in

the student satisfaction if environment is better for study and also comfortable without study

hours then students more comfortable and satisfied Rowley., Swee, Mei., & Lim, Kong, Teong.

(2002,1996) .

In a university the level of satisfaction of the student is enhance by the learning environment in

the university like comfortable class rooms, labs and libraries etc. if the students are not satisfied

with the environment in the university then the level of student satisfaction goes down. Why of

this learning environment is directly affected on the satisfaction level of the student now we get a

research and analyze how much environment enhance the students satisfaction level and what is

study in the previous articles and journals. The learning environment is a very important factor to

enhance the student satisfaction. Excellent and effectiveness environment were identified as the

most important items for enhancing the satisfaction level of the students Szubian, Wang., &

Cook. (2003). The learning environment means what the student perception about the university

suitable environment if the environment is better for the study and for the student mind then it is

a better thing for the student satisfaction Ramsden. (1991). Learning environment in word of

these authors is the surface learning strategy is very important for the student satisfaction level.

Marton., Saljo., Thomas., & Bain. (1976,1984).

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Student Satisfaction

Check learning environment effect on student satisfaction level. In any university the major point

of the student satisfaction is the instructor performance. What the attitude of the instructor with

the students and what methods of teaching and the instructor interaction with the students in the

class and after the class. If the student satisfied with the teaching method then enhances the

student satisfaction and teacher is also check the satisfaction level of any student at the end of

their lecture. So in our study we analyze how much teaching method enhances the student

satisfaction level. A pleasant teaching method can really multiply the productivity of the students

because if the teaching method will be more pleasant than the probability is there that students

will grab much more from them during the delivering of the lectures comparatively. A

satisfactorily teaching method can really contribute in enhancing the student satisfaction level in

the university. Due to this the learning cause becomes more worthwhile. And the grooming of the

student becomes more smooth and accurate. A better teaching method will grab the students

attentions while taking their lectures in the class they will experience many different ideas shared

by their teachers. This can really contribute in enhancing the satisfaction level of the students in

the university. Most of the students de motivated if they come to know that the respective staff is

not cooperative with them. The academic faculty like intellectual faculty, advisors, career

consoling department. The teaching method has a deep influence on the satisfaction of the

students. A satisfactory teaching method can contributes in the satisfaction of the students. This

can help the students to get motivated and satisfied. A satisfied teaching method can enhance the

attention of the students toward studies. Students are more motivated if the teachers are

coordinate with the students in class increase confidence and participation Shevlin., Banyard.,

Davies., & Griffith. (2000). The basic need in the teaching method is the teacher and student

interaction if the both parties have better interaction then the student easily understand the
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Student Satisfaction

teachers lecture and motivate toward their studies Anderson., Garrison., & Picciano. (1995,

2002). Check teaching method effect on student satisfaction level.

University image means the location, reputation and curriculum etc. if the university image or

goodwill is better in the market then it will attract more the new ones who are willing to enter

and retain the old students for long time. And then the university location extra curriculum

activities are better for the students then the increased satisfaction level. So we have concluded

that university image is directly enhancing the student satisfaction in university now we make an

analysis in our study to check how much it enhances the student satisfaction level. No doubt a

remarkable repute both in internal and external academic world can never be denied by any

university. For a better university image and a marvelous repute it is strongly required that their

students are fully satisfied with their external repute so that more admissions in the university

indicates the likeness of the students to be a part of it. This is clearly indicating that a sound

university image could be a pre requisite for the satisfaction level of the students in any

university. If the students know that they are studying in a leading institute then this feeling will

surely help in enhancing and multiplying the satisfaction level of the students. University image

means the reputation goodwill and worth of the university in the society. University image is a

major tool in marketing to attract the new ones so this is competitive advantage for the students

Elliott., & Shin. (2002). The students are in our mind that there are some competitive advantages

like location, image and extra curriculum activities enhance the student satisfaction Washburn.,

& Petroshius. (2004). In marketing how we show over brand that the customer know about our

product. If the university image is good in the society then it is very helpful for the university

reputation and also enhances the students confident and satisfaction toward the university Gwin,.
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Student Satisfaction

& Gwin. (2003, p. 30) so we focus on positioning that the students think that this is competitive

advantage for them. Check university image effect on student satisfaction level.

Word of mouth means the goodwill and reputation of the university in the society that express

your customer means students with their relatives, friends and any other persons who want to

know about your product means university. If the present students make a good image on the

outer person who want to know and also the alumni who complete their studies from your

institution then the reputation is good in the society. A positive Word of mouth has a deep affect

in enhancing the satisfaction level of the students in the university. In word of mouth a person

sell or advertise the goodwill and repute of the university in just one sentence the moment they

sell it to the students if its a good news and positive signal for the student then ultimately the

satisfaction level of the student who is studying in that same institute will be enhanced in terms

of secure future regarding their careers and spiritual tranquility. They are satisfied after choosing

the right university rationally with people consents. Word of mouth means give the personnel

recommendation to other person who you are know or what are you think about the thing may be

its right or wrong its your personnel opinion. Arndt. (1967a). In other sense its interpreted as

the interpersonal communication between the two persons when they make some talk on a

specific issue or on a specific thing. Godes., & Mayzlin. (2004). In other words when the person

talking in the informal way with one another then they give or exchange the information from

one person to another is known as word of mouth. Silverman. (2001). In our study most the

authors treat the word of mouth as informal communication but one person is treated as the

formal communication between two or more than two persons. Haywood. (1989). Check word

of mouth effect on student satisfaction level.

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Student Satisfaction

The service quality of the university staff like guidance, assessments and course registrations and

the services provided in the labs and libraries are deeply affected on the student satisfaction. If

the services are meeting the expectation of the student desire then the satisfaction level of the

student will ultimately enhance but if the service quality is not meeting the expectations of the

student then their satisfaction level goes down. The probability is right there that there could a

reverse action. A satisfactorily service quality provided to the students in a university can highly

contribute in shooting up the level of their satisfaction. If the students experiences all the offered

services accordingly than this could affect as a fuel for smoothly carry on any kind of knowledge

journey on the university tracks. Good services matters a lot for any student enrolled in any

university. They will look more confident and focused towards learning. Through this they can

seize almost everything in their favor. Their contentment level will increase and they will show

better results in near future. There will be a positive psychological impact if better services will

be offered to the students they will feel more satisfied and comfortable regarding to their

academic activities. What are the core reasons behind that service quality directly enhances the

student satisfaction and now we will check the analysis how much service quality can enhance

and multiply the student satisfaction. According to the studies, students have right the service

quality because the institute gives the guarantee for better quality in their study and also a

competitive degree for a professional work Tan, Swee, Mei., & Lim, Kong, Teong. (2002). If the

service quality is high the expectation then the satisfaction is increase but the service quality less

than the expectation then the satisfaction decrease Yosuke., Gregg., & James. (2007). Service

quality distribute in two main types core service and additional service the main purpose gives

the better service quality to the students core services is preferable but additional is also very

helpful for student satisfaction Yosuke., Gregg., & James. (2007). Generally the students have
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these criteria that need to be satisfied with services. These are termed as requisite encounters

which critically allow the students to satisfy their study obligations .Acceptable encounters that

students agree as being desirable. But not critical during their course of study, An encounter of

practical or utilitarian nature Oldfield., & baren. Check service quality effect on student

satisfaction level.

Frame work

Figure 1
Learning
Environment

+ve

Teaching
Method +ve

STUDENTS
University +ve SATISFACTION
Image
Word of
University
Mouth
image
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Student Satisfaction

+ve

+ve

In this frame work of Student Satisfaction basically enhance by different independent variable.

These independent variable first we read the literature related these variables and after the

reading we observed that these are five independent variable play a vital role to enhance the

student satisfaction and in also our common sense that if the In a university the level of

satisfaction of the student is enhance by the learning environment in the university like

comfortable class rooms, labs and libraries etc. if this place give to students then also satisfied

with the learning environment. Second the teaching method also a good variable which are best

for students to enhance the satisfaction of students. In any university the major point of the

student satisfaction is the instructor performance. What the attitude of the instructor with the

students and what methods of teaching and the instructor interaction with the students in the

class and after the class. Third the university image also plays a vital role to enhance the
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Student Satisfaction

satisfaction of students. University image means the location, reputation and curriculum etc. if

the university image or goodwill is better in the market then students are retained and attract the

new ones so students are satisfied with the university image in the market. The independent

variable Word of Mouth also enhance the satisfaction of students because in this the old or

present students give information to other in positive sense than the others are wants to admit this

university and they come also in a satisfied position because they have also a positive feedback

of this university. In our last independent variable which is most important part to enhance the

satisfaction of students that is Service Quality. The service quality of the university staff like

guidance, assessments and courses registered and the service in the labs libraries are affected on

the student satisfaction so if these are points are good in university then students are satisfied

because all the information which is compulsory for students are meet easily and in a time. So

these are the variables which are playing a major role to enhance the satisfaction of students.

3 Hypothesis

H1: Learning environment is significantly enhancing student satisfaction.

H2: Teaching Method is significantly enhancing student satisfaction.

H3: University Image is significantly enhancing student satisfaction.

H4: Word of mouth is significantly enhancing student satisfaction.

H5: Service Quality is significantly enhancing student satisfaction.

After the literature review of these variables we are in a position of explain or make hypotheses

that all are the significantly enhancing the student satisfaction. In these hypotheses all the
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Student Satisfaction

enhancing the satisfaction of students our all independent variables explain in a positive sense

that these are variables individually enhance the satisfaction of students like in a common sense

that if the learning environment in a university is good than all the students are satisfied, if the

teaching method of teachers are better than students are also satisfied, if the university image in a

market is good than the students are also satisfied, if the word of mouth by the students to others

then its mean students also satisfied, if the service quality which is delivered by the university to

students are accurately than students are also satisfied.

4 Research Methodology

Figure II shows the items used in the questionnaire which are adopt from the different articles

which are help to measure the student satisfaction.

Item used to measure the dimensions

Figure 2

Variable item

Students satisfaction
Overall the quality of university
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Student Satisfaction

Services delivered by the university

University is good to do study with
Delighted being a student of university
Learning environment
Class room light
Cleanliness in my class room
Easily accessible study rooms
Accessible of reading material
Accessible of computer facilities
Teaching method
Relation of teacher is friendly
Communication skills of teacher
Teachers are innovative
Teachers are available
University image
University is innovative
University culture like beliefs and values
Academic performance of the university
Quality of education
Quality of my degree in society is acceptable
Word of mouth
Recommend this university
Proud to say to others that I am this university student
Strongly recommend students to get admission here
Say positive things to other about university
Spoken favorably of this university to others
Service quality
University informs me about changes
Academic record is always kept accurate
Get registered in the course it is always error free
University administration has an ability to solve problems as soon as
possible.
University administration is always friendly with me

4.1 Description of the sample

To analyzed the sample from students of GIFT University. Our respondents are students because

we check the student satisfaction and these re studied in university. We are going to check the

student satisfaction in GIFT University so we are going the test it through hypothesis. We check

our independent variables that are positively impact on our dependent variable through
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hypothesis. So we make a relation between them. In our study is causal study because we check

the cause and effects. So we check the independent variables are cause and effects on dependent

variable. In which we check that how they are explain our dependent variable. In our research the

interference of researcher is minimum interference because we just apply the past theory which

we are study and then through sum information explain it so this is minimum interference from

us. Our study sating is non contrived means we fill the questionnaire from respondents in natural

environment its mean that we take more time from our respondents we just take questionnaire

and fill from them. We make our research through adopted questionnaire which are take from

some different articles one is International Journal of Education Management 11,2 [1997] 7279

MCB University Press [ISSN 0951-354X]. Other word of mouth scale we adopt from the Canadian

Journal of Administrative Sciences Revue canadienne des sciences de ladministration 27: 523

(2010) Published online in Wiley Interscience (www.interscience.wiley.com). DOI:

10.1002/CJAS.129. These questions are fill from our respondents because student satisfaction

information easily gets from students who are our studied in GIFT university and these are our

respondents. In which we conduct the data from individual person through questionnaire. We

give one questionnaire to one person and conduct it from which he/she share it related to our

topic student satisfaction.

In sampling design we choose probability and in which we collect data conveniently from

respondents. Convenient sampling means the respondents are easily assessable or which one is

available at the spot. We use the scale 10:1 for sample size it means if in our questionnaire 30

questions then our sample size is 30*10=300. We give the questionnaire to their respondents is

very easily and they also read the questionnaire easily and understand what are they wants to

take from our so they give more information and proud that s work is for own purpose. We gave
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350 questionnaires because we know that some respondents are not give their time or may be

wrong tick without reading so after those 300 samples we take from them to our study. Now our

response rate in actually is 85.71 but we complete our samples through giving the more

questionnaire.

Time horizon in our study is one shot (cross sectional) mean we conduct all information at the

same time and we do not run further or in future. Our research on student satisfaction is only just

time. Data are conduct from our respondents is quantitative data. We take grating in question

which are fill respondent by grating so this is quantitative data which we take from our

respondent through questionnaire. Data analysis with the help of regression for analysis we use

SPSS data analysis to check our variable which are effect on student satisfaction.

5 Analysis and results

As in our research, data analysis is the very important and complex part of the study. The unit

analysis of the study is students of GIFT University. In data analysis, we did data cleaning and

then test the reliability and validity.

5.1 Missing values and outliers

In our data we have no missing values and have no outliers in analysis. So our data is perfect.
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Student Satisfaction

5.2 Descriptive

As we did analysis in our data which we collected through questionnaires, the skewness value

should be between (-1 to 1) and purpose of this to examine the range of the data. Skewness is an

important statistic for understanding if a variable is normally distributed. After analysis our data

we conclude that our skewness values of all construct are in between this interval except the

service quality which is skewness output is

-1.050 thats near to -1 so this is acceptable.

Table 1

Mean SD Skewness

SS 3.8127 .70467 -.733

LET 3.9793 .58267 -.712

TM 3.9887 .67364 -.799

UI 3.7073 .70323 -.799

WM 3.5353 .81881 -.393

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Student Satisfaction

SQ 3.8553 .67403 -1.050

In this descriptive table the mean of the student satisfaction is 3.81 that is near to the 4 so its

mean that the student satisfaction for all students is agree. Learning environment mean is 3.97

that are near to the 4 so its mean that the learning environment in GIFT University for all

students is agree. Teaching method is 3.98 that is also near to the 4 so its mean that the teaching

method in GIFT University is for all the students agree. University image mean is 3.70 that is

near to the 4 so its mean that the university image of GIFT University for all students is agree.

Word of mouth mean is 3.53 that is near to the 4 so its mean that the word of mouth of students

of GIFT University for agree. Service quality mean is 3.85 that is near to the 4 so its mean that

the service quality of GIFT University is also for all students is agree. As in the table all values

are in between (-1 to 1) except the service quality. We have no error value of skewness. This

shows that our all the data are correct and normally distributed. So its mean that our data show

the normality in variables.

5.3 Reliability:

A very common measure of reliability in the research literature is Cronbachs Alpha. It is

used to assess the internal consistency of several items or scores that the researcher wants to add to

gather to get summery or summated scale. Alpha should be positive and usually greater than .70 in order

to provide good support for internal consistency reliability.

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Student Satisfaction

Table 2

Variable No of item Cronbachs Alpha

SS 5 .814

LE 5 .710

TM 5 .790

UI 5 .788

WM 5 .861

SQ 5 .777

(Nunnuly, 1960) cronbach alpha value is greater than .60 and after (Nunnuly ,

1970) cronbach alpha value is greater than .70.

So with this analysis not any one value is less than .70 so all the item we select not anyone

delete. Reliability test was helpful to check out the internal stability with items of a testing

variable. Cronbachs Alpha is well-known test for reliability. The value of cronbachs alpha

should greater than 0.6 according to (Nunnuly, 1968) which is considered as powerful or good.

The alpha value of WM is .861 so it is greater than the 0.5 so WM is powerful or good.

5.4 Factor analysis:

Factor analysis tells us the reflection of items on the variable.

There are three assumption of factor analysis which are fulfill then we run research further.

KMO values shows that the how variable explain to population so if the assumption is fulfill then

we apply on population its simply mean that the sample which we take that is enough to explain
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Student Satisfaction

the population or may be less or more so in which we check the sample which we take for

population. Variance values show that how much variation in the data or how much one variable

explain the dependent variable. Its simply mean that individually how much one question

explains one variable and how much one variable explain for whole. So after all we apply on

population as well.

1) The value of KMO should be at least greater than .60.

2) Significant value should be less than .05.

4) The matrix value must be greater than .40.

Table 3

S.N SS LE TM UI WM SQ

1 .578 .562 .674 .695 .857 .620

2 .554 .676 .685 .743 .826 .714

3 .617 .716 .763 .714 .850 .761

4 .536 .740 .766 .720 .782 .739

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Student Satisfaction

5 .584 .699 .790 .803 .771 .798

KMO .823 .768 .803 .772 .694 .800

Bartlett .000 .000 .000 .000 .000 .000

Variance 57.379 46.433 54.362 54.168

64.351 53.109

After the factor analysis of matrix, variance and KMO all value fulfill the all assumption of

factor analysis so we run our research further.

The value of KMO tells the sample significance with the associated variable. The first value of

KMO which is 0.823 tells that for student satisfaction variable this is sample significance with

this variable. So when the sample size will be increased then this ratio will increase so the

sample will be more satisfactory to measure this variable.

In this table the value .578 mean that 1st question explain to learning environment is 57.8%. so

after all the value of matrix are lies between 53%-85%.Cumulative Variance % tells that how

much all the elements of a variable are explaining that variable. In which 57.379 % variance

explains this variable. So if elements will be increased then this value will be increased and the

model will be more reliable.

Bart let values are also fulfill the assumption in which all the values are less than .05 so all

values on .000 its mean that is significant.

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5.5 Regression and Correlation

5.5.1 Correlation

Correlation matrix was used to verify the existence of relationship between the independent

variables i.e. learning environment, teaching method, university image, word of mouth, service

quality and dependent variable student satisfaction. Correlation is vary from -1 (a perfect or high

negative correlation) through 0 (no correlation) to 1 (a high or positive correlation).

Table 4

SS LET TM UI WM SQ

SS

LET 0.504**

TM 0.499** 0.451**

UI 0.602** 0.474** 0.552**

WM 0.547** 0.428** 0.328** 0.595**

SQ 0.471** 0.497** 0.464** 0.494** 0.491**

**. Correlation is significant at the 0.01 level (2-tailed).

The correlation matrix indicates that student satisfaction are week positive correlated with the

learning environment (.504**) at level of 0.01. Similarly the teaching method is also

significantly weak positive correlated with student satisfaction (.499**) at level of 0.01. After the

university image is also significantly week positive correlated with student satisfaction (.602**)

at level of 0.01. After that the word of mouth is also significantly week positive correlated with

student satisfaction (.547**) at level of 0.01. After that the service quality is also significantly
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Student Satisfaction

week positive correlated with student satisfaction (.471**) at level of 0.01. so its mean that all

are existence of week positive relationship between the independent variables i.e. learning

environment, teaching method, university image, word of mouth, service quality and dependent

variable student satisfaction.

5.5.2 Regression

Correlation does not indicate prediction of one variable for another so Regression analysis is

used to predict the future when researchers wish make to prediction. So does this one need to use

the bivariate regression in this purpose our data must be normally distributed. The basic purposes

of the regression to check explain of independent variables in the dependent variable. In simply

meaning that if one unit change in Y than the X impact by some %. So for this purpose we check

the regression we run this on SPSS. In regression table if the value of variable is less than .05

then we accept the hypotheses and if the variable value is greater than the hypotheses rejected.

And after that if the variables hypotheses is accept than we this sample apply on population and

if the hypotheses reject than we do not apply this sample on population. Below table that show

by SPSS for regression analysis.

Table 5
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Student Satisfaction

Model B Beta Sig. Hypothesis

(Constant) .338 .145
LET .210 .174 .001 Accept
TM .183 .175 .001 Accept
UI .253 .253 .000 Accept
WM .201 .233 .000 Accept
SQ .067 .064 .234 Reject

R square adjusted = 48.5%

Regression analysis indicates that the value of R square adjusted .485 which

indicates that it is strongly significant, which means that 48.5% variation in

dependent variable is caused by the independent variables used in this study. While

51.5% variation remained unexplained due to some unknown variables. In simply

theses independent variable explain 48.5% to dependent variable that is student

satisfaction. So if we increase our variable than we increase our R square adjusted.

Regression analysis also indicate that in B value of teaching method is .183 its

mean that if one unit increase in constant that is .338 than teaching method

increase by .183. So all are accepted variable increase by its value that show the

regression table. In regression table the rejected value of Service quality is .067 its

mean that this variable just increase by .067 so this is not play a major role for the

satisfaction of student and the significant value is also more from .05 so this is

rejected by regression.

Analysis of regression shows all the variables are accepted except the service

quality which value is more than .05. We take a some justification for the reject

variable. so we discuss all the variable in discussion.

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Student Satisfaction

6 Discussion

In this study to conduct the factors which are enhance the student satisfaction and all these

factors are also how much enhance the satisfaction of students in GIFT University. We take the

some independent variable i.e. learning environment, teaching method, university image, word of

mouth, service quality and dependent variable student satisfaction. In this all the variable

accepted except the service quality which is does not explain strongly.

In our research objective, there are five hypotheses, in which, after analysis of regression and

hypothesis testing, study shows that one hypothesis are reject and other all four hypothesis are

accepted. So in first case of accepted variables we say previously that learning environment

enhance the satisfaction of students so after that the results of regression this is accurately and

after the research on it by questionnaire which we are adopted that tells us that the students of

Gift University are satisfied with the learning environment. Its simply mean that the learning

environment play a major role in the university and it is good and acceptable by the GIFT

University students. Students also understand the need of learning environment and if

universities give a better place of learning environment than students are more motivated. So the

learning environment is accepted at .001 significant level.

In the second we said that the teaching method also enhances the satisfaction of students so after

the research and analysis we in position to say that teaching method also enhance the satisfaction

of students. Its mean that GIFT University teaching method is so good for the students and

teachers are friendly with the students and students are also understand the real sense of the

teachers in GIFT University. And our one respondent include a point that the faculty should be

update their knowledge as soon as possible. They are satisfied from teaching method but they
34
Student Satisfaction

also wants to get more and updating knowledge so GIFT University must wants to update their

knowledge if university wants to satisfied their students. So in the university teachers are also

give a better plate form to their students for teacher and help them to students. So the teaching

method is accepted at .001 significant level.

In the next case we said that university image in a society is also enhance the satisfaction of

students so after the research and analysis of this we are in position to say that the GIFT

university image in a society is also participate to enhance the satisfaction of students. Its mean

that the GIFT university image in a society is good so the students are attract with the image of

GIFT University. Students are also feeling that if our universities have a good image in the

society than they proud on it that we are studied in these universities which have a good place in

society. And one respondent include a point that the university should build the relationship with

the companies so that pass out students should not have any problem regarding jobs and

internship. Its mean that GIFT University should be improve their relationship in society. So

university image is accepted at .000 significant level.

In the very next case we said that word of mouth which is given by students to others are

enhance the satisfaction of students after the research and analysis on this we are in a position to

say that the word of mouth of GIFT University is enhance the satisfaction of students. It means

that the students of GIFT University tell positive information to others who are interested to

know about the university. Students of this university have a good reputation and have a very

points in aspects of positive so they proud to say that we are a part of this university and tells to

other in positive sense. So the word of mouth is accepted at .000 significant level.
35
Student Satisfaction

In the last case of reject hypotheses we make a hypotheses that the service quality of the GIFT

university is positively enhance the student satisfaction but after the analysis we are in a position

to say that it is wrong with the help of regression table and the service quality is does not

positively enhance the student satisfaction. So maybe that is one reason that we adopt the model

of question from international article that show the European culture so in our GIFT University

does not clearly fulfill the requirement of service quality for students. And also one respondent

include a point that get new management or at least more motivated to solve their problem of the

students, the priority of students to get education not to pay fee. In simple the university is more

focus on money not to satisfied students with the management style. One other respondent

include that the student affairs staff should be changed or grooming this is point that this student

is less satisfied from the service quality. Now university must take a step on it if university wants

to satisfy their students. So may be GIFT University have less experience so after a some period

may be university to successful to meet the requirement of service quality for their students. So

the service quality is rejected at .234 significant level.

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Student Satisfaction

7 Limitation

In our research we are lemmatizing on some point where as:

Our stage on research is very first in MBA level so we have a less skills from researchers who

are a very experienced and knowledgeable about the research and others like in society and in the

real world. We not make a good report on student satisfaction which is beneficial for the

universities and societies both parties who are a major play role in society. We read many article

and observed that researcher have a very broad mind and update knowledge but we have not a

better or at a level of researchers knowledge. But we struggle that after a sometime we are in a

position of researcher and better research for academic and business research. So this is may be

gape and also a limitation in our study

Another limitation also lies here in our research that it is we do not publish this research in a

journal because we first have a approval from our instructor who are supervise us and also first

approval from university where we are study so if we publish this research with a wrong way

than may be there is some problem us. So this is a limitation of our study.

After that another limitation in our study that is we have less time for us to make or conduct a

research. So that we are unable to apply some theories and not a good participate in our research

as a result we also dont have a good research on student satisfaction that is a very intrusting and

benefit for students and university.

37
Student Satisfaction

8 Implication

Our research is academic research so all the university must be clear that the university is run

easily if the students are satisfied so if they know that how to enhance the satisfaction of the

students then university have a good reputation in society. The purpose and the subject of our

research is to find out that what are the basic factors that have a greater contribution in the

satisfaction of the students of GIFT University. So many researches are conducted to find out the

ways that leads to wards the student satisfaction. But we use only five variables which are play a

major role to enhance the satisfaction of students.

This study can also implement in other universities to know student satisfaction. Because in this

world there is a hard competition among the university to satisfied their students. Students are

the product of university so if they want to grow our products in a society then they must be

satisfied their students.

It is also important for the students to know that the how they are satisfied and what the major

components to understand that if the university is provide these things to students then they are

easily complete their study. Because the students are the future of any country so students are

also wants to improve their career, students must be wants to study in a good university where

students are satisfied and have a good position in society. So there are some important things for

the students which student wants that are enhancing confidence, good grade, and better career.

So if any university provides these things to students than the students are satisfied and tells to

other by word of mouth in a positive way.

Our research is conduct in the developing country like Pakistan therefore it has a better

implication in the developing countries and our focused in university student who are the product
38
Student Satisfaction

of universities. Because the same situations are succeed with the students in all the universities.

All universities can boost advantage from our research to satisfy their students.

9 Conclusion

In this our research we select the student satisfaction level in the university with the respect of

different factor analysis. The relationship of the learning environment, teaching method,

university image, word of mouth and service quality are the main factors to increase the students

satisfaction level in university. Thats the major point which is enhancing the student satisfaction

level at the GIFT University.

Service quality at the GIFT University is not satisfied for the students but service quality is a

very important factor to increase the student satisfaction level in university. In the university

there are very much services but that is not use properly or at the time and for this reason the

students are not satisfied from the university services.

The relationships of students and the management is not good so the service quality of the GIFT

University is goes down and also from the discussion we conclude that the some students are de

motivated from the management and student affairs staff they wants to change the faculty and at

least update their knowledge.

We also conclude that through questionnaire the word of mouth of students positive manner that

the students of GIFT University student are more motivated and proud to say that we are a part

of this university. The university image in society is also good and a better relation with

businesses that is from the respondents respondent response but one respondent in our discussion
39
Student Satisfaction

include a valid point that University should be more relation with the business so that the

internship and jobs are easily available for them.

Students is a product of university so university is more focus on marketing and advertisement

then the students are more satisfied and proud to say that they are the part of GIFT University.

10 Future Recommendation

In our research is service quality is reject because of GIFT University have less experience and

the question adopt from article which is international so like other university which have more

experience about the service quality then the result of service quality is significant. So GIFT

University have less experience towards the service quality which is delivered to their students

so the university who have more experienced toward the service quality that check the

satisfaction via service quality which is play a major role to enhance the satisfaction of students.

And if also increase the independent variable in frame work to make more significant this study

because we take only five independent variables i.e. learning environment, teaching method,

university image, word of mouth, service quality which are less participate to enhance the

student satisfaction so if we increase some independent variables then we make sure more

significant results are occur.

40
Student Satisfaction

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Student Satisfaction

Appendix

SURVEY QUESTIONNAIRE
Dear Sir/Madam,
I am a student of MBA from GIFT, invite you to participate in my research to
find out the Impact of student satisfaction in university. This
questionnaire is designed for this study which I request you to fill out for its
completion. Please note that your responses will be kept confidential and are
for research purposes only. Your identity would not be disclosed.
Best Regards.

Strongly Disagree Disagree Neutral Agree Strongly Agree

1 2 3 4 5

1. Students satisfaction SDA DA N A SA

Students satisfaction what are the factors to enhance the student satisfaction and
motivate the students toward their studies.
1.1 Overall the quality of university is up to my expectations 1 2 3 4 5
1.2 I am completely satisfied with the services delivered by the university 1 2 3 4 5
1.3 I feel very pleased with delivered services by university 1 2 3 4 5
1.4 Overall this university is good to do study with 1 2 3 4 5
1.5 I feel absolutely delighted being a student of university 1 2 3 4 5
2. Learning environment SDA DA N A SA
What students expect from the university facilities like class rooms, libraries and labs
etc.
2.1 Class room light are beneficial to me 1 2 3 4 5
2.2 Overall cleanliness in my class room 1 2 3 4 5
2.3 Easily accessible study rooms to me 1 2 3 4 5
2.4 Easily accessible reading material to me 1 2 3 4 5
2.5 Easily accessible computer facilities to me 1 2 3 4 5
3. Teaching method SDA DA N A SA
In which teacher interaction and attitude with the students and consult with the
student in the class and after the class.
3.1 The relation of teacher is friendly with me 1 2 3 4 5
3.2 The communication skills of my teacher is good 1 2 3 4 5
3.3 My teachers are innovative 1 2 3 4 5
3.4 My teachers are available for me on request 1 2 3 4 5
3.5 When i have some problems teacher are available to me 1 2 3 4 5
4. University image SDA DA N A SA
What student expects from the location, image and extracurricular activities in
university.
4.1 My university is innovative 1 2 3 4 5
4.2 My university culture are according to my expectation like beliefs and values 1 2 3 4 5
4.3 Academic performance of the university always with respect to the reputation of 1 2 3 4 5
44
Student Satisfaction

institution
4.4 The quality of education is good 1 2 3 4 5
4.5 The quality of my degree in society is acceptable 1 2 3 4 5
5. Word of mouth SDA DA N A SA
Word-of-mouth (WOM) is probably the oldest means of exchanging opinions on
various goods and services offered by markets. At one time, word-of-mouth occurred
mostly among neighbors exchanging news on what was being offered by
neighborhood stores.
5.1 I always recommend this university 1 2 3 4 5
5.2 I am proud to say to others that I am this university student 1 2 3 4 5
5.3 I strongly recommend students to get admission here 1 2 3 4 5
5.4 I mostly say positive things to other about university 1 2 3 4 5
5.5 I have spoken favorably of this university to others 1 2 3 4 5
Service quality
6. What are your expectations about the guidance, courses offered assessment etc from SDA DA N A SA
university.
6.1 University always informs me about changes 1 2 3 4 5
6.2 My academic record is always kept accurate 1 2 3 4 5
6.3 When I get registered in the course it is always error free 1 2 3 4 5
6.4 My university administration has an ability to solve problems as soon as possible 1 2 3 4 5
6.5 My university administration is always friendly with me 1 2 3 4 5

Any other point that you think is important to be included / excluded in this study?

_________________________________________________________________________________

___________________________________________________________________________________

DEMOGRAPHICS:

Age: Below 20 21-25 26-30 31-35 36-40

Above 40

Gender: Male Female

Qualification:

Undergraduate Graduate
45
Student Satisfaction

Duration of studying in this university:

Less than 1 year 1- 3 years 4-6 years more than 6