International Journal of Research Scholars (IJRS) Volume-1, Issue-1, 2017

ISSN 2521-3547,http://www.ijrs.pk

The Impact of Service Quality on Brand Image of an

Educational Institute: Case of Pakistani Private Sector
Universities
M. Hassan Khan
Faculty Member, Sir Adamjee Institute of Management Sciences, Mobile +923423383367,
e-mail: hassankhan88@hotmail.com

Abstract: In today’s competitive environment, the education institutes have to offer a lot more than ever before.
The prestige of the institutes (especially universities) is heavily dependent on certain factors. A modern day
students’ perception about the university is totally different from those of old times. Students’ expectations have
changed dramatically. In a modern world, for a university to stay in the competition, it is mandatory to know
how to build profitable relationship with students it has & how to keep them loyal enough not only to remain
satisfied themselves but to recommend others that the respective university is the one to be a part of the purpose
of this research article is to help out the management in decision making through analyzing what actually
creates positive brand image of an educational institute by studying the relationship between brand image &
service quality, and the factors that affect brand image such as: tangibility, assurance, reliability,
responsiveness & empathy. Hypotheses were created on the basis of cause & effect relationship. Keeping in
view the fact that research is quantitative, primary data was collected. The questionnaire was prepared based
on likert scale contained multiple close-ended questions. Responses were collected specially from the students,
their parents & teachers of reputed private sector institutes. Responses to Questions were analyzed using
regression analysis on SPSS. Findings revealed that tangibility, assurance & reliability are the key factors of
service quality as they do affect students’ perception and help create positive brand image.

Keywords: Service Quality. Educational Institute, Brand Image, Private Sector Universities

Introduction
Overview: Times have changed. The level of
awareness in people has grown quite magnificently.
The choice of what to choose and what not to is
based on their perception. Anything that is not
consistent with their self-image is ignored or they
chose substitutes. As far as selection of an
educational institute for higher studies is concerned,
students are not willing to compromise at all. They
want to be a part of such an institute where they get
the best they can in the form of quality education and
excellent service quality.
Such educational institutes where the
factors of service quality are considered and students
are provided with the timely services when required
are preferred by most the students. Therefore, it
should be a matter of greater concern for the
management of such entities to maintain standards in
improved quality so accordingly it will create better
perception and „brand image‟ in the minds students
for such educational institution [1].
Background
Students and their parents have become much more
selective and concerned than observed in past
decades for the higher education. Universities are
considered and chosen on the basis of what is offered
there. The quality of services offered by any
educational institute is of the prime significance.
Everyone is becoming more brand conscious day by
day.
The reason for being attached or far from
the brand depends on the perception of consumer for
such brand. The competition has become tougher
than ever for the universities as to stay in the market
they have to be on top as far as their promotional
activities and quality of services offered are
concerned. Investing in Education has its charm as it
always pays you back. The universities and
institutions where service quality is monitored and
maintained properly and jobs are managed efficiently
have succeed to develop an unmatched positive
boodle of associations in the minds of the target
market. The Higher Authorities of the educational
institutes should always lay stress on enhancing the

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International Journal of Research Scholars (IJRS)
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learning ability of students through improve and
advance services to students[1].
At universities chartered by HEC, to Students
who take admission, affordability is not the reason
for choosing or rejecting the institute. It‟s all about
the brand image of the institute they have in their
minds. In accordance with Rowley institutions where
quality services are provided, produce more
competent, talented, and productive students [2].
Certain elements such as social acceptance,
tangibility, reliability, strong culture and persuasion
are sought by the students during their studentship at
the university.
Objective
The core aim and purpose of the study is to
demonstrate the awareness regarding how better
quality of service rendered and brand image
(consumer perception) are interrelated with each
other. Moreover, it is also undertaken to identify
whether the extent of this association is significant or
not. The aim is to describe the type of the
relationship and to determine the factors that
influence service quality and how it may effect on
brand Image of any university. Information is to be
collected; analysis is to be made on the basis of data
gathered.
The study also aims to develop an explanatory theory
that associates brand image with the service quality.
Furthermore, this study also aims to suggest the best
ways to utilize the strength of service quality in
making a strong brand image.
Significance
The study is of great significance as no
research has been undertaken to identify the
influences of service quality on brand image of any
university. All the researches that have been
conducted before are on the Hotel or Aviation
Industry. This research will help the higher
authorities of the universities know how they can add
value to their performance through improved and
better services. This study will not merely help
educational institutes to better aware of the
significance of greater quality due to increasing
competition.
However, they may also improve ways how
they can get better and better to get maximum loyalty
from the students. These efforts will ultimately
highlight in the form of brand image. Moreover,
awareness about the connection between the quality
of service rendered and the brand image of such
product will help management make effective
Volume-1, Issue-1, 2017
decisions. Strong policies will be made as a result
and chances to failure will reduce to minimum.
Outline of the study
Things which are considered valuable by
costumers are what a marketer aspires to know. All
the efforts put in by the marketer are directed
towards getting the best from customers through
satisfying them as a result they remain loyal. At
educational institutes students are the replacement of
customers & they are full of potential as far as
spreading the word of mouth is concerned. The study
has it all about what factors should be taken care of
by the management to make that the students remain
delighted at university and play their part in creating
the positive brand image.
Definitions
Following are key terminologies that must be kept to
better understand the report:
Brand Image: It refers to the common or general
impression of services or products associated to a
particular brand held by real or potential users or
consumers.
Quality of Tangible Services: Such services as the
quality of furniture, cafeteria decoration, class
layout, building etc. which are visible to all are
tangible services
Quality of Assurance Services: Such services that
help the management make sure that the potential
students get the best they can are assurance services.
Quality of Reliability Services: Such services as the
authenticity of a degree offered, making the results
reliable etc. are reliability services.
Quality of Responsiveness Services: Such services
that an institute uses to respond to the students are
responsiveness services. Responding to application
received from a student is an example.
Quality of Empathy Services: Such services that
make students feel that the institute put emphasis on
their satisfaction & they are valued are empathy
services.
Literature Review
When the research was conducted to find out what
are the factors that are of great significance in the
minds of consumers it was concluded that there are
factors such as product quality & service quality that
affect satisfaction of consumers. In Pakistan service
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industry is growing rapidly and due to the fact it
plays a fundamental role in the development of
overall society.
One of the important service sectors in Pakistani
industry is the education sector. Lot depends on it.
Great challenges are to be faced. Plenty of hurdles
are to be overcome. In recent times, many
universities, colleges and schools are opened funded
both by public & private sector in order to meet the
ever-rising need for the availability of quality
institutes of education [3].
Ultimately in the educational institutes what
matters the most is students‟ satisfaction. The
question arises how can we get satisfaction from
them? Well, it can only be done by figuring out what
they consider when making a judgment about an
institute. It has been noticed that quality of education
is important and so are the facilities provided to the
students, but nowadays, with all these factors there
are many more such as positive word of mouth,
promotional activities etc. which can be considered
for getting new students‟ attraction as well as their
retention.
Reeves found out a very important conclusion
when they went on to conduct a study [4]. They
redefined the concept of what quality actually is. The
concept of quality is not as simple as it may seem. It
is deeply rooted. Beginning from excellence,
moving forward to value, adding conformance and
specification all the way through to living up to
customers or even exceeding them. Factors such as
product & service quality are believed to be very
essential & important.
In accordance with Avdjieva [5] and Barnes [6] in
the academic world, students are the ultimate
clienteles. Their retention power and good word of
mouth can bring about success for an educational
institute. New admissions are attracted by old
students. The burning issue in consideration is how
the institute can manage giving maximum
satisfaction to students & improving quality of
services offered to them.
In the research of Ijaz [3] the hypothesis are based
on the positive and negative effect of tangibility,
reputation, corporation and support, durability
persuasion and the quality of education rendered by
business institutions. This research is based on the
public sector institutions under the list of top 10
schools ranked by higher education commission of
Pakistan.
Volume-1, Issue-1, 2017
Result shows that the main things that students
consider for the service quality are the study
material, social interaction, encouragement,
persuasion, recognition and durability and all of
these have the positive impact on service quality and
they also result in increasing students‟ satisfaction.
In accordance with Caruana service loyalty is
gained through the provision of service quality [7].
The outcomes of the study proved to produce an
interesting conclusion as it shows that gender and
marital status do not have any impact on the service
loyalty but the educational factor and age group do
have a significant impact and play a vital role in the
customer satisfaction for the service loyalty. CHAID
analysis was used as a tool for analysis in the
research that shows education and the age factor is
the major variable.
It was identified that if businesses achieve their
goal to satisfy customer then they win loyal
customers as well. However, aims can merely be
attained through better quality service rendered to
customers. 53 percent of service quality is found as
the major participation for customer satisfaction.
The management of educational sector has a main
focus on the customer satisfaction and in which they
give service quality as the first preference.
According to Kheng [8] this is a varying era and
respondents didn‟t give us importance due to the
accessibility of self-examines technology [8]. He has
done his research on the banking sector for the
service quality. He suggests the banking sector to
focus on the online services as compare to the
interior design of their offices. The use of IT and the
internet banking has decrease the importance of
material office and the equipment for the customer
satisfaction.
Reliability has the positive impact on the
customer loyalty but it adversely influences customer
satisfaction since human desires are progressive and
merely improved quality may satisfy them
effectively. Findings of the study demonstrate the
relationship between the responsiveness and service
quality is irrelevant but the customer loyalty is
always the important factors for the banks to retain
customers and attract respondents to gain return by
the positive word of mouth.
Customers who use a picky banking service and
they think switching service is a big problem so
banks have to improve their service program to meet
the customers demand because customers are well
educated and well-informed. Loyalty programs are
one of the best tool to retain customers.
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Responsiveness has resulted as a positive
relationship with the customer satisfaction. Joseph
says that “no waiting time” raised customers‟
satisfaction level. Empathy has also found the
important role in the customer satisfaction or loyalty
[9]. The relationship between customers and service
employees has an important factor on customer
loyalty.
Assurance and customer loyalty has the important
relationship in the customer satisfaction. Customer
services are one of the important factors for the
banking industry to meet the changes of the new era
and also to meet the customers demand. New
technologies can be used to measure service quality.
Feedback papers and questionnaire should be given
to customers for the get their point of view and also
if they have any complain with the service. Quality
of service, customer satisfaction and loyalty are the
prime elements while segmenting the market,
identifying the target market and potential customers.
Thomas conducted research that examined the
significance of student satisfaction as a factor of
motivation to enhance their loyalty [10]. The prime
element that may boost student satisfaction is to
provide them with quality education. To maintain the
quality of education is the responsibility of faculty
and lecturers. Lectures are the basic substance for
the student‟s issues. The good access of lectures and
the quality of the teaching are other factors to
persuade student satisfaction for the academic
institutes.
Educational institutions have to attempt such
programs and activities according to the student‟s
prospect to satisfy them and also to motivate them
for the higher studies and universities should adopt
the nontraditional teaching techniques. The
universities should focus on the lectures, teaching
staff, content of lectures and quality education, and
the teaching staff responsibilities to gain students
satisfaction and retention.
The school life is also the second main factor to
motivate the students‟ satisfaction. The social
activities, close working relationship, counseling
services, social interaction and networking are also
influencing students‟ satisfaction that also helps to
solve academic problems and move in the social
world.
The administration department plays a vital role
in developing a logical, reasonable and transparent
academic environment. The academic department
should focus on the other activities like the sports
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activities, hostel, canteen and also the job placement.
These activities are also become a significant
component of student life and contribute in student
satisfaction because extra curriculum along with the
studies to develop their personalities mentally and
physically is very essential.
The academic institutions also focus on the library
and the labs computer and science lab that also
encourage students for the education and also impact
student satisfaction. Educational institutions should
consider their reputation and image by improving
their environment and the main focus on the teaching
staff.
Malik conducted research analyzing the elements
that may influence brand image through quality of
service rendered [11]. He pointed out persuasion,
feedback, and durability and consumer perception as
significant elements that create positive effect in
developing brand image of hotels. However,
perceived assurance and tangibles has no impact to
build brand image. Hotels should concern about the
reliability and also the intangibles like customers
care, employee training and other factors to improve
their brand image and to get maximum customers
satisfaction as well.
The result of this research shows that the many
factors of service quality impact the student‟s
satisfaction. The service quality factors are based on
the teaching staff, their qualification and the learning
environment of the institutions. The students of the
higher academic education want to learn by the
highly qualified staff and their knowledge.
Academic environment is highly based on the
friendly attitude of teachers and students. The labs,
library, class rooms and the use of technologies and
also the infrastructure also play an important role to
create a positive image in the student‟s eye.
Malik got the result that services rendered in
multiple dimensions satisfying the indirect and sub
conscious needs of students have the ability to
influence student loyalty effectively [11]. For
instance, students want to express their selves so
universities that provide opportunities for public
speaking and assign projects that would arranged or
organized by a group leaders may be perceived as
good and have better brand image.
The perceptibility, recognition, durability and
persuasion have the positive impact in the academic
institutions on the student‟s satisfaction. The friendly
and supportive dealings of managerial staff and
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authorities with students who need their assistance
play an important role to retain students because
students want all the extracurricular activities that
can be managed by the administrative staff.
The nature of administrative staff should be
empathy, nobleness and kindness that students
expect from them. Universities challenge the mental
capabilities of students. In order to balance the
quality of services rendered and satisfy students‟
need for food and sports canteens, sports clubs and
gymnasiums are built. These places provide
opportunity for physical exercises and games. It
helps in developing informal organizations as well. It
recreates the students‟ perception and enhances
positive brand image. These all can ease the students
learning environment and also help to improve the
name of the college in the academic society and also
that increase the new admissions by good word of
mouth.
Another research article is written by the Nilsson
under the name of “The effects of satisfaction &
loyalty on Profits & Growths” [12].
This research article is based on the quality
practices that if companies work more on the service
practices they can earn more profit and loyalty.
Services are judged by the price they are offering
in because customers are now very price conscious
and they think the highly priced product or service
has good quality than the low price. Customers think
that the low price or the complimentary service are
very cheap and have no trust level that cannot build
the satisfaction level.
The result of this research shows that the loyalty
has no impact on the performance of the firm. The
customer‟s behavior and their intention give the idea
about how they behave in the future and will they
come back again in the firm or not. Customers not
compulsory spend more amount when they come
back it‟s basically all depends on how good they got
the deal or they are satisfied or they want to visit the
company.
Satisfaction and loyalty are not come together so
the companies have to work more for the customer‟s
satisfaction rather than to get the loyalty.
Bo Edvardsson, stated that In manufacturing
organizations the firms has more concert on the
employee‟s development and training and firms are
more process oriented than the customer oriented but
the customers are only interested in the final product
[13]. Whereas in the service oriented organizations
Volume-1, Issue-1, 2017
customers are now well informed and have full
concern on how to deliver the services and these all
depends on the customer satisfaction. The
researchers have found that the production process is
more important in the customer‟s satisfaction.
Memo wrote an article similar to the topic in
question, it compared the quality of services rendered
by public and private educational institutions and
found out their variation and intensity [14].
Moreover, how these differences would help
businesses to generate profits competitively.
Student‟s satisfaction, internal environment and
external environment of the institutes, and superior‟s
feedback are the key important roles in this research
article. The Malaysian higher education institutes
work hard for the student‟s satisfaction not just to
attract new students but also to hang on to the
existing.
Students are very conscious about their future but
when they got the good environment and also the
quality education and surroundings from which they
belong they feel the proud and got satisfied about
their career. The social interactions are significant to
develop the culture. Strong culture is preferable and
enhances students‟ satisfaction because students are
naturally more social in aboard as compare to the
locals so they feel more satisfied and also made
social networks and circles. This research article is
also shows that the superior‟s feedback is also play a
vital role in the student‟s satisfaction.
Sakhaei based their research on the different
aspects of the service quality in banking sector like
durability, performance, feedback, fulfillment,
safety/confidentiality and design of operations [15].
These dimensions in service quality help to increase
the customer satisfaction.
The result of this research shows that the
reliability index impact mainly on the customer
satisfaction but the website design has the smallest
impact on the customer satisfaction than the other
factors of service quality on customer satisfaction.
Another article written by Donaldson they
emphasize the role of service providers and claimed
that the quality of services would be consistent with
the motivation and efficiency of service provider
[16]. The higher the motivation/efficiency of service
provider, the greater the quality of service rendered.
Tessema said that there are many factors that
directly affect the student‟s satisfaction in but eleven
academically related factors are the most important
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factors that absolutely have a significant influence on
the level of satisfaction [17]. Findings of the study
give us planning process to determine the
effectiveness of academic institutes like colleges,
institutions and different departments and other
programs and also the ways to analyzes the problems
and improve them to get the higher satisfaction level.
Conducting, analyzing, storing, and utilizing
satisfaction surveys should be done by universities,
institutions to get the student‟s satisfaction. The
result taken by the review should be public to the
relevant colleges and institution‟s offices to take the
improvement decisions. The competition among the
different universities and institutions are giving stress
to students to choose a good academic institute for
them and also the fees of these institutions.
The researches of this study conclude that the
satisfaction level of college student is important to
know but not compulsory. The identification of
different factors for student satisfaction with respect
to academic concern is critical to evaluate.
The research article which helps me to understand
the different problems of student‟s satisfaction and
different factors that determine the satisfaction level
is defined by another research article with the name
linking student satisfaction and service quality
perceptions: the case of university education [18].
The outcome of the study precise demonstrates
that quality in the minds of students (perceived
quality) is one of the important factors to get the
consumer or students satisfaction. The path analysis
method shows that the perceived quality has effect
on communication behavior.
Attitude of students prior to enrolment is also very
effective in determination of students‟ satisfaction
and perceived brand image. It has been concluded
that attitude before and after enrollment are not very
different. It is more or less identical. However,
providing the existing and potential students with
quality education has become a prime goal of
educational institutions come under the scope of
Higher Education.
Asaduzzaman found five major factors that affect
in the ascending order the first one effect the more
instead of the last one [19]. These include material
resources, durability, persuasion, recognition and
proactive. Service quality is a trait and cannot be
precisely measured. It is a difficult task with respect
to customer‟s satisfaction but with the help of service
providers it becomes easy. The universities are now
trying to meet the concept of service that is quality
Volume-1, Issue-1, 2017
by providing good curricular and non-curricular
activities.
The tangible factor of service quality affects the
most on the student‟s satisfaction. Universities need
to work hard and face all challenges in order to
maintain the standards of quality standards like
update and diversify their curriculum. It needs to be
consistent with all other local competitors‟
institutions as well as to meet international
requirements.
Saleem carried out a research in order to
investigate the association among quality of service
with customer loyalty, satisfaction and perception
[20]. In their study, the former variable remains
constant while rest of three variables keep changing.
They found positive relation between quality of
service and the level of satisfaction. The greater the
quality of service the higher will be the satisfaction
and vice versa. Consequently, satisfied customer
will stick to the entity to demonstrate their loyalty.
Long-term customer retention due to better quality
ultimately influences brand image for potential
customers. This sequence of association will apply to
every service sector either in hotel, banking or
education.
Research Hypotheses
On the basis of above discussion following
hypothesis were developed:
H1: The association between tangibility of service
quality and brand image of an educational
institute is of significant nature.
H2: The association between assurance of service
quality tangibility of service quality and
brand image of an educational institute is of
significant nature.
H3: The association between reliability of service
quality and brand image of an educational
institute is of significant nature.
H4: The association between
responsiveness(student‟s feedback) about
quality of service on brand image of an
educational institute is of significant nature.
H5: The association between empathy of service
quality and brand image of an educational
institute is of significant nature.
Research Methods
This study is conducted to carry out analysis on
motive for selecting educational institute for higher
studies. Firstly, variables were evaluated which have
somewhat effect on selection of institute and
secondly the impact of these independent variables
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on dependent variable was carried out by applying Questionnaire. The result of a pre-test shown that it
regression analysis as Statistical tool. was difficult for the respondents to understand the
queries as the responses were not consistent for the
Method of Data Collection same variable.

To collect data is a very significant part of
conducting research. In primary research if the data
is not collected from the people it is supposed to be,
it can give misleading results. Owing to the fact,
great emphasis was given when choosing the method
for data collection. Ultimately, survey was conducted
in which different universities was visited. Data is
gathered through primary source. A questionnaire
with close ended questions was used. The
respondents belong to universities and other
education department.
On the other hand with the analysis of Reliability
it becomes easier to study the measurement‟s scales
and how they are built up. Individual item‟s
association and how frequently a particular
procedure is used all such information is achieved
through reliability test.
Validity and Reliability test

Sampling Technique

The methodology used to carry out the study in

research is known as „convenient sampling
technique‟ in which a hardcopy of self-administered
is distributed amongst the students, parents, teachers
& the management of SAIMS, Tabani‟s School of
Accountancy (TSA), University of Karachi, Al-
Hamd institute.

Sample Size

The sample used for this study comprises of 281

participants, including students who belong to
various private sector educational institutions, faculty
members and parents of students.

Instruments of Data Collection

It has already been mentioned that primary means

were used to collect data for the report. The
questionnaire contained multiple close-ended
questions. Participants were restricted to record their
response to the five likert scale.
In the table above Cronbach‟s Alpha is 0.714
Questionnaire possessed two extremes 1 being which is showing consistency as the measure of
strongly Disagree while five being strongly Agree. Cronbach‟s Alpha is supposed to be higher than 1/2
Agree rested on 4, 3 referred to Neutral and 2 being for the data to be consistent and reliable.
Disagree. A set of total 24 questions was presented
in the questionnaires which are related to the Research Model Developed
research article and apposite in accordance with
dependent and independent variables. In the research there are five independent
variables such as: tangibility, assurance, reliability,
Testing Validity and Reliability responsiveness & empathy while there is only one
dependent variable which is Brand Image. The
Prior-testing is essential for making sure that research model that best suits the criterion is given as
questionnaires are filled in with complete under.
understanding by the respondents. By virtue of pre-
testing it is determined whether the respondents are
able to make out the questions included in a

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that is brand image by 65.8% at 34% variations in

the data.
Table 2: ANOVA

Here the F value is greater than 3.75 that is 42.00

showing overall model is highly significant. Most of
the exogenous variables included in the model
Figure 1: Research Model Developed significantly affect the brand image.

Statistical Technique Table 3: Coefficients

Since the focus is on investigating into any

association found between constant and variable
components of this study, the study is justified
through regression analysis, statistical modeling of
different components are also done.

Model:

BI = β0 + β1EMP + β2 RES + β3 TAN + β4 ASS + β5 REL+ µi

Where:

BI = brand image In the regression analysis the t values shows

EMP = empathy individual significance of the exogenous variables.
RES= responsiveness Here as it is found that all the included exogenous
TAN = tangibility
ASS = assurance
variables in the model are highly significant except
REL= reliability responsiveness, empathy and also the included
µi = error indicator intercept.

Results
Hypothesis Assessment Summary
Report Findings and Its Interpretation Table 4:Hypothesis Assessment Summary
When between dependent variable (brand Image)
and five independent variables linear regression
analysis was run on SPSS, the ANOVA was
significant showing that the regression is significant.

Table 1: Model Summery

The strength of correlation is 65.8%. We find that

the adjusted R2 of our model is 0.423 with R2 0.658
that means the included exogenous variables in the
linear regression explains the endogenous variable

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Discussions
This research is undertaken to determine the
influence of service quality over brand image of an
educational institute. The outcomes of the research
confirm that the brand image of an educational
institute is highly influenced by the quality of
services offered to students. When the students‟
perception about an institute is positive it brings
about loyalty.
By maintaining the quality of tangibles such as
institute‟s building, classrooms, labs, gym, gaming
zone etc. students‟ loyalty can be gained. Moreover,
teachers with high credentials are always preferred
by the students and such institutes where their issues
are considered and resolved properly are rated
highly. When the students get what they look for in
the institute they start believing that this is the best
place to be as a result positive brand image is built.
Conclusion
The study concludes that students in the modern
times are much more aware than ever as far as
making the choice of selecting an institute or
university for higher education is concerned. Quality
of education offered is essential without any doubt
but the factors of service quality are also looked for
and judged by the potential students. Those institutes
that live up to students‟ expectations are considered
to be the ones to be part of. As a result, the name of
the institute becomes a strong brand and manages to
create positive brand image.
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Policy Implications
All those institutes & universities which are run
by the able management can make most of the study.
By considering the factors mentioned in the study
and by providing what is needed by the students of
the modern times, there can be provided facilities
that can directly influence the brand image
positively. Students, ultimately, are the ones who
play vital role in building or damaging the institute‟s
brand image.
Besides all the basic necessities, if students are
facilitated with high quality tangibles, supreme
quality services with assurance, reliability,
responsiveness & empathy, there will be high
chances for the institute‟s management to deal with
the competitors in a better way where chances for
success will be greater.
Future Research
In times to come the competitive rivalry
amongst the educational institutes is going to be
more intensified. To create & maintain strong brand
image is not going to be easy by any means. The area
for improvement through research is wide open.
There are concepts such as: Market Segmentation,
VAL‟s framework which can be considered for
understudying what triggers motivation in students.
“How can student‟s needs be better satisfied?” is
the ultimate goal that is to be attained. There is a
huge room for research in this sector. The data for
any further research may be gathered through
longitudinal data gathering methodology. It is an
effective way to collect data for qualitative report
because it focuses on ultimate outcome to extract the
significance from research findings.
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