African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4193

Full Length Research Paper

Service quality, customer satisfaction in technology-based universities

Amran Rasli1, Ibrahim Danjuma2, 3*, Lim Kim Yew4 and Muhammad Jawad Igbal5
1Faculty of Management and Human Resource Development, Universiti of Teknologi Malaysia. 2Department of Management Technology, School of Management and Information Technology, Federal University of Technology, Yola, Adamawa State, Nigeria. 3Faculty of Management and Human Resource Development, Universiti of Teknologi, Malaysia. 4Taylor’s College, Subang Jaya, Kuala Lumpur, Malaysia. 5Higher Education Commission, Pakistan.
Email: [email protected]

  •  Accepted: 09 February 2011
  •  Published: 04 August 2011


To achieve the twin objectives of satisfaction and loyalty, service quality in the university sector needs to be evaluated from both the internal (customers) and external (service providers) perspectives. Against this background, this article reviewed issues involved in service quality in universities from the customer satisfaction and attachment points of view, taking students as primary customers, especially in technology-based universities in Nigeria. The review noted that, service quality and customer satisfaction has direct relationship, because the students’ expectations of a university education are skewed towards learning experiences and individual preferences, implying students’ enrolment decision depends on the service encounters relating to factors like support facilities and infrastructure, image and marketing, academic issues, administrative issues, location and access.


Key words: Service quality, higher education, customer satisfaction, institutional attachment.