Organizational Performance Influenced by Academic Service Quality: An Investigation in Public Universities in Malaysia

The influence of service quality on organizational performance has captured a greater attention in corporate and academic world. The public universities in Malaysia are no different than such corporate world in terms of quality, services, and outcome. Hence, investigation of the influence of academic service quality on the organizational performance in public universities in Malaysia is the key attention of this study. A survey was conducted by drawing a sample of 435 international students from three public universities in Malaysia, by using a questionnaire developed by modification of SERVQUAL. The modified questionnaire assessing academic service quality comprises of five dimensions such as academic resources, academic competence, skills development, attitude, and responsiveness. Data obtained were analyzed by using techniques such as principal component analysis, one-way ANOVA, correlation, and multiple regression. Results indicated that the three universities provided the same level of academic service quality. It was also found that all the five dimensions of academic service quality significantly influenced the organizational performance. This study concludes by advocating the need of comparative studies between public and private universities in Malaysia and across countries.