FACTORS AFFECTING SATISFACTION OF PRIVATE UNIVERSITIES’ UNDERGRADUATES IN SELANGOR, MALAYSIA

Abstract

Student satisfaction is getting more and more significant to private education industry as it influences the development of private universities. This research is conducted focusing on factors affecting satisfaction of private universities’ undergraduates in Selangor, Malaysia. Since education is categorized as a type of service, therefore, in order to conduct the research, researcher had applied quantitative research methods to analyze the relationship between the service quality which is Tangibles, Assurance, Reliability, Responsiveness, Empathy, and undergraduates’ satisfaction in Malaysian Private Universities in Selangor, Malaysia.

In this study, the research objectives and questions are highlighted, and a conceptual framework that integrates different factors that influence the satisfaction of undergraduates is proposed. Questionnaire survey is used in the analysis process to gain actual data from the public in order to achieve the appropriate conclusion of this study.