Abstract:

Purpose - This study aims to investigate the relationship between SERVQUAL dimensions, students’ satisfaction and post-satisfaction behaviors i.e. loyalty and word of mouth communıcatıon (WOM) in higher education in North Cyprus. For this purpose, a self-administrated survey carried out with the sample of 324 Iranian students in Eastern Mediterranean University, the biggest university in North Cyprus. Methodology - The different dimensions such as reliability, tangibility, assurance, responsiveness and empathy have been taken as determinants of service quality. The reliability of service quality items, student satisfaction, loyalty and WOM has been investigated by Cronbach’s Alpha test. T-test, Pearson correlation and linear regression model are used to examine the relationship between each individual variable in this study. Findings - The findings highlighted that the dimensions of service quality are significantly related with students’ satisfaction. Also, the results proved a positive relationship between students’ satisfaction, loyalty and WOM. Conclusion - Research stated that if an institution frequently offers service at levels that surpass the expectations of the student, such services will be appraised as being of high quality. On the other hand, if an institution continually falls short at meeting the expectations of students, the services will be regarded as being of poor quality. These finding have useful implications to higher education organizations particularly to international universities.

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