User-Perceived Quality of Services in the Palestinian Continuing Education Centers رسالة ماجستير

Abstract

Despite the importance of continuing education, empirical research on service quality in this sector has been limited in Palestine. In light of the lack of studies of service quality in continuing education in Palestine, as they affect students’ satisfaction, this thesis investigates Students perceptions of service quality at Continuing Education Centers (CECs) in the West Bank, Palestine. The study employs SERVQUAL, a well-recognized framework in the literature to assess potential performance gaps at the Palestinian CECs. The further analysis tested the applicability of the SERVQUAL model as a measurement tool to determine the impact of service quality on student satisfaction and the gap between students' perceptions and expectations. Primary data were collected through an online questionnaire from a sample of 113 respondents who attended a training program/diploma in one of the CECs. The questionnaire comprises three parts. The first collects data on students' perceived service quality, the second part gathers data on students’ satisfaction, and the third part collects data on students' demographic characteristics. A five-point Likert scale was used in the questionnaire to score the responses. Data were analyzed using Excel, Minitab, and Smart-PLS. The SERVQUAL proved to be a model that can assess the service quality of CECs. The results also show that the overall quality of CECs’ services ranges from somewhat low to high. In addition, the study revealed that empathy and tangibility constructs have a significant relationship and contribute to forming the CECs service quality. Unexpectedly, responsiveness, assurance, and reliability are not significant predictors of the CECs service quality. Regarding the impact of service quality on customer satisfaction, the study found a significant positive relationship between service quality and customer satisfaction. Based on vi the research findings, efforts must be made to ensure that continuing education centers meet the students’ needs, especially in the tangible dimension, by upgrading the equipment and the visual appeal of the physical facilities since this dimension has the lowest quality levels.