The Relationship between Service Quality and Student’s Satisfactionat Student Affairs Office Shandong College of Traditional Chinese Medicine, China

Abstract

The purposes of this research were 1) to study students’ satisfaction of the service provided by Student Affairs Office. 2) to study Service Quality of Student Affairs Office. And 3) to study relationship between service quality and students’ satisfaction of Student Affairs Office at Shandong College of traditional Chinese. The quantitative analysis method is applied in this research, based on the SERVQUAL model of perceived service quality theory, combined with the actual service quality of Student Affairs Office, according to five dimensions (reliability, tangibility, assurance, responsiveness, and empathy). The SERVQUAL model, with its five dimensions—tangibility, reliability, responsiveness, assurance, and empathy—offers a valid theoretical foundation for analyzing service quality in educational settings, where these factors are closely linked to student satisfaction and overall academic experience.The sample consisted of 297 students, academic year 2024, using simple random sampling. The instrument using Questionnaire to collect data with an index of consistency (IOC) between 0.67 – 1.00 and the overall reliability of 0.88. Statistics used to analyze the data were mean, standard deviation. The hypothesis was tested by using the Pearson correlation coefficient. The statistical significance was set at the 0.01 level.

The research results found that; 1) The students’ satisfaction of the service, overall, at a high level. 2) The service quality of Student Affairs Office, overall, at a high level. 3) The overall relationship between service quality and students’ satisfaction of the service at Student Affairs Office at Shandong College of traditional Chinese in the whole have the positive correlation, the findings suggest that enhancing service quality with a particular focus on the key factors identified such as empathy, responsiveness, and tangible improvements, will significantly improve student satisfaction. These efforts will contribute to the overall success and reputation of Shandong College of Traditional Chinese Medicine.