Keep up the Good Work in Research Universities: An Importance-Performance Analysis

Australasian Marketing Journal - Tập 28 - Trang 128-138 - 2020
Siti Falindah Padlee1, Vaughan Reimers2, Safiek Mokhlis3, Marhana Mohamed Anuar3, Azlinzuraini Ahmad3
1Faculty Business, Economics & Social Development, Universiti Malaysia Terengganu, 21030 Kuala Nerus, Malaysia
2Business School, Federation University, Australia
3School of Maritime Business and Management, Universiti Malaysia Terengganu, 21030 Kuala Terengganu, Malaysia

Tóm tắt

The objective of this study was to measure academics’ perceptions towards three key dimensions of a higher education institution (HEI) – teaching quality, research quality and internationalisation – the latter two of which have received relatively scant attention in the context of service quality. Using five Malaysian universities as its context, and importance–performance analysis (IPA) as its method of analysis, the study found that the five universities performed well in relation to 14 of the 26 attributes. However, for each of the three dimensions there was a common theme in regards to the service attributes that fell short of expectations. In the case of teaching quality, this theme related to learning, for research quality it was research collaboration, and for internationalisation, it was international recognition. This study makes two key contributions to new knowledge. Firstly, it measures academic perceptions towards service quality as it relates to research and internationalisation, and secondly, it measures such perceptions using IPA. One of the key findings of the study is that the attitudes of those responsible for providing service quality (i.e. academics) may well differ from the HEI decision-makers that endeavour to manage it.

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Australasian Marketing Journal

Tập 28

128-138

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