Research paper on Perception of the students towards services of North South University

Perception of the students towards

services of North South University

Perception of the students towards services of North South University 2015

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North South University

Research Paper

Submitted to: Dr. Tamgid Ahmed Chowdhury

Course: MKT470


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Acknowledgement:

First of all we would like to give thanks to Allah for giving us the ability to complete the project.

Only for the grace of almighty Allah, we could prepare the research paper.

Then we want to express our respect to our honorable instructor Dr. Tamgid Ahmed Chowdhury,

for giving us another opportunity to rewrite our report and submit it. Our first report wasn’t up to

the mark and got rejected, but from Dr. Tamgid Ahmed Chowdhury’s good heart he gave us

another opportunity to prove ourselves again. This kind and generous gesture of him were so

motivating for us that we gave our almost everything to prove ourselves. Moreover, his

dedication in counseling has helped us to regain our motivation towards the project. His advices,

suggestions and comments have directed us to finish the report according the guidelines. We, all

the group members are really grateful to him for his special co-operation and support. His helpful

advices gave us an inspiration for this project and also taught us a lot of things in depth.

We have modified this project according to requirements of the project outline. However, if it

contains any error or fault, we pray sincere apology for this.


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Table of Contents 2. Problem Definition...................................................................................................................... 5

2.1 Broad Definition:................................................................................................................... 5

2.2 Probable Problem Questions: ................................................................................................ 5

3. Approach to the Problem ............................................................................................................ 6

3.1 Literature review: .................................................................................................................. 6

3.2 Development an Approach to the Problem ............................................................................... 7

3.2.2 Specific Definition .......................................................................................................... 7

3.3 Research Question ................................................................................................................. 7

3.4 Probable Problem Variables .................................................................................................. 7

Probable problem variables: .................................................................................................... 7

3.5 Hypothesis ............................................................................................................................. 7

4. Research Design.......................................................................................................................... 9

4.1 Research Designing ............................................................................................................... 9

4.2 Information Needed............................................................................................................... 9

4.3 Data Collection ...................................................................................................................... 9

4.4 Data Collection Method ........................................................................................................ 9

4.5 Scaling Technique ............................................................................................................... 10

4.6 Questionnaire Development ................................................................................................ 10

4.7 Sampling Technique ............................................................................................................ 11

4.8 Fieldwork ............................................................................................................................ 11

5. Data Analysis ............................................................................................................................ 12

5.1 Methodology ....................................................................................................................... 12

5.2 Plans for Data Analysis ....................................................................................................... 12

Hypothesis analysis:...................................................................................................................... 12

Regression Analysis: ..................................................................................................................... 19

7. Recommendations ..................................................................................................................... 21

Conclusion:………………………………………………………………………………………22


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1. Executive Summary

This research paper aims to identify the perception of the students towards services of North

South University. The research work is scattered in to some sections, like advising system,

cafeteria, library, service delivery of registrar office’s and department staff, faculty member’s

services, Security of the campus, Finally. We tried to record the overall perception of the

students towards the services of North South University and the important factors that are

contributing most to the perception.

Our sole purpose was to measure and identify the perception of the students of NSU towards its

services and highlight the key variables influencing the perception of the students towards the

services of NSU. Based on our picked variables we performed a quantitative research that

contains close-ended questions. The whole questionnaire is based on the “Likert” scale for the

ease of calculation and efficiency. One hundred (100) people were chosen as a sample with the

help of probability sampling. But after doing the Frequency test we found that some data were

missing on that case we simply put the neutral value. To understand the perception, we have used

SPSS software during the interpretation of data.

Our major findings are that students are not dissatisfied with the services of North South

University as all of our null hypotheses were rejected. However, they are neither very much

satisfactory as the mean value was not very high, it was around mean value. In addition we found

that Students perception largely depend on the campus facilities provided by the university,

helpfulness of the faculty members, speed of service delivery of the department office and

convenient advising systems


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2. Problem Definition

2.1 Broad Definition: Identify the students’ perception towards the services of North South

University.

2.2 Probable Problem Questions:

Does NSU have convenient advising system for the students?

Is service delivery of registrar office satisfactory?

Does NSU security service provide adequate safety for students?

Does the NSU authority need to improve the cafeteria services?

Does NSU campus has all necessary facilities for the student?

Do the department office services are efficient?

Does NSU campus has all necessary facilities for the student?

Are faculty members are helpful?

Does NSU Library provide adequate services for the students?

What are the important dimensions/factors that determine service quality in North South

University?


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3. Approach to the Problem

3.1 Literature review:

Gamage et al(2008) pointed out few variables be more specific to higher education settings based

on an empirical survey conducted in Japan and Thailand with university students. The survey

identified 10 factors, and divided into three categories of services. These categories are

academic, nonacademic, and facilities. Under academic students mentioned quality of academic

staff, quality of programs, and university reputation as important factors that influenced their

perceptions of service quality. For non-academic, students pointed out financial assistance and

tuition fees, counseling and support services, job placement services, and grievance procedures.

Lastly in the category facilities, students considered physical plants and facilities, library and

computing facilities, and student organizations that affect in the perception of service quality.

(As cited in Kimani, Kagira & Kendi, 2011, p-101)

Kimani, Kagira and Kendi (2011) suggested in their study that perceived quality has a positive

impact on student overall satisfaction.

In the “The Daily Shomokal” newspaper an officer from the NSU authority gave a statement

regarding the security of the university quoting “no one can enter without permission even

guardian also”. (Iqbal, 2015).


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3.2 Development an Approach to the Problem 3.2.2 Specific Definition: Research and investigate the perception of the students on quality of

academic staff as in services provided by the register office stuff, department office stuff,

accounts section, teaching quality as in faculty members services, advisory services as in current

advising system, physical location of the campus, campus facilities along with cafeteria service.

3.3 Research Question: Are students satisfied with the services provided by the NSU?

3.4 Probable Problem Variables: Providing better services may include-

Probable problem variables:

1. Advising system

2. Registrar office services

3. Cafeteria and food

4. Faculty members’ services

5. Department offices

6. Library service

7. Campus facilities

8. Security

Note: The variables were chosen from the literature review based on the generalizability of them

among NSU students. For example: Financial aid was not chosen from the literature review

because in NSU, certain requirements are needed by law of NSU to apply and receive financial

aid. All the students cannot apply for it.

3.5 Hypothesis

1. H0 1: NSU advising system is not convenient for students.

HA 1: NSU advising system is convenient for students.

2. H0 2: The service delivery of registrar office is not satisfactory.

HA 2: The service delivery of registrar office is satisfactory.


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3. H0 3: NSU security service is not providing adequate safety for students.

HA 3: NSU security service is providing adequate safety for students.

4. H0 4: NSU campus doesn’t have all necessary facilities for the student.

HA 4: NSU campus has all necessary facilities for the student.

5. H0 5: Students’ work is not being processed in time at the Department office.

HA 5: Students’ work is being processed in time at the Department office.

6. H0 6: NSU cafeteria services are not satisfactory to the students.

HA 6: NSU cafeteria services are satisfactory to the students.

7. H0 7: Faculty members aren’t helpful during office hours.

HA7: Faculty members are helpful during office hours.

8. H0 8: Faculty members aren’t helpful beyond office hours.

HA 8: Faculty members are helpful beyond office hours.

9. H0 9: NSU Library doesn’t provide adequate services for the students.

HA 9: NSU Library provides adequate services for the students.

10. H0 10: Overall students are not satisfied with the services of North South University.

HA10: Overall students are satisfied with the services of North South University.


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4. Research Design

4.1 Research Designing

Through our research, we will look forward to explore the perception of students towards the

services provided by North South University and try to come up with recommendations to

improve the overall service quality, if it isn’t satisfactory. The findings we may obtain from the

research can be used as input into decision-making. Therefore, we can say it is a conclusive

research design in which we have used the descriptive research procedure. To conduct the

research we have defined a clear problem statement, specific hypothesis and all detailed

information. Therefore, we can say it is a clear descriptive analysis.

4.2 Information Needed Among all services of North South University, we have listed some generalized yet important

criterion. Thus we have generated initial pool of items for our data collection. Following are the

necessary information that we need to know for our analysis:

1. Facilities

2. Service Convenience

3. Service delivery

4. Service Efficiency

4.3 Data Collection Due to lack of secondary sources we decided to collect data from a primary research. With the

help of our demographic profile we intended to collect a set of data from the students which we

expected would lead us to a successful evaluation. We took Quantitative Strategy as the tool

while conducting the survey. All the questions and possible choice of answers were deducted

regarding the variables. Hundred (100) people were taken as our research sample size. After

collecting the data in a structured way, we analyzed them through SPSS software.

4.4 Data Collection Method Our required data were through survey. We used a formal questionnaire to present the questions

in sequential order. We tried to develop fixed alternative questions or close ended where all


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choice of the answers to the questions were predetermined. We collected the data from the

university campus handing over the questionnaire.

4.5 Scaling Technique We have followed Non-Comparative scaling procedure, where we collected all the necessary

responses independently. As it is an itemized measurement scale consisting numbers, brief

descriptions associated with each category were given for the convenience of the respondent.

According to the basis of data analysis, “Likert” scale technique was used by entering the

response in numerical terms (1 = Strongly Disagree, 2= Disagree, 3= Neutral, 4= Agree, 5=

Strongly Agree)

4.6 Questionnaire Development

Interview Method: Face to face personal interviews were conducted for filling the

questionnaires and to collect information from the respondents.

Content: We tried setting all the questions in the questionnaire related to our variables which in

terms represent the services of North South University. We highlighted some important sections

such as quality and convenience of the service, speed of the service delivery as well as service

efficiency. We believe that this allow them to answer the questions more practically as they were

constantly involved with those services. Double barrel questions were strictly checked to avoid

confusion; every question in our questionnaire was designed in such a way that it represented

only a single issue.

Overcoming Inability and Unwillingness to Answer: Respondent’s inability and unwillingness

to answer is a major problem for researchers. So we tried our best that to not face such

difficulties. We also have set up the answering options in a very straightforward, easy,

meaningful and interesting way so that respondents do not need to think a lot while answering..

Structure: We have been used a structured questionnaire where all of the questions are close

ended. All the multiple choice answers are mutually exclusive.

Wordings: Questionnaire wordings were adapted in such way so that it would be

understandable for everyone. Both positive and negative along with neutral options were

available in the answering options. Leading or biased questions were not used to manipulate our

respondents.


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Order of Questions: We put the segment of basic demographic information on the very first. All

the questions were given in a logical order.

4.7 Sampling Technique Our sampling strategy was to collect data from existing junior and senior students of North South

University. All these different semesters’ students worked as mutually exclusive and exhaustive

strata based on appropriate characteristics. After dividing in two groups, we have randomly

selected 100 respondents where 50 students are from 1st-2

nd year and 50 from 3

rd-4

th years.

4.8 Fieldwork We are group of five people. So we have divided our works equally. Each member was assigned

to conduct interview from twenty (20) people which gave us a total number of one hundred (100)

respondents. We are not professionally trained but we have tried our level best to collect data in

an effective and a professional manner. We try to make initial contact before asking respondents

to fill up the questionnaire and ask them to share their perception about the services. The survey

questionnaire was completely confidential. There was no option to write the name, age, contact

number etc.

It took almost a day to collect all data. We divided the questionnaires among the group members

to make the fieldwork easier. Each group member recorded the data from the questionnaire and

one of our group mates compiled all 5 different data sets. Then, we sat together to analyze data

through SPSS for getting a reliable calculation.


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5. Data Analysis

5.1 Methodology

As for our primary source, we planned to survey the existing students of North South University

and also find out their views and perception about the service quality of NSU services. Our plan

was to interview junior and senior students in order to collect unbiased responses.

5.2 Plans for Data Analysis

In the case of data analysis we use SPSS 21. After putting the data in SPSS, we cleaned the data

instantly. Our respondents were one hundred (100). But after doing the Frequency test we found

that some data were missing. On that case we simply put the neutral value for those responses.

Then we tested our hypothesis by one sample T test and lastly we did regression analysis.

Hypothesis analysis: H0 1: NSU advising system is not convenient for students.

HA 1: NSU advising system is convenient for students.

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

NSU advising system is

convenient

100 2.5700 1.19134 .11913

One-Sample Test

Test Value = 0

t df Sig. (2-

tailed)

Mean

Difference

95% Confidence Interval of the

Difference

Lower Upper


convenient

21.572 99 .000 2.57000 2.3336 2.8064

Calculated value is 21.572 and critical value is 1.660 where degrees of freedom (df) is 99 and

significance is 0.000. We know that, H0 will be rejected if Calculated value> Critical Value and

significance< 0.05. Here, 21.572 >1.660 and 0.000<0.05. So, Reject H0.


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This implies we should accept the alternate hypothesis (HA) which is NSU advising system is

convenient for students.

H0 2: The service delivery of registrar office is not satisfactory.

HA 2: The service delivery of registrar office is satisfactory.



The service delivery of

registrar office is satisfactory

100 2.4600 1.14962 .11496

One-Sample Test

Test Value = 0

t df Sig. (2-

tailed)

Mean

Difference


Difference

Lower Upper

The service delivery of registrar office

is satisfactory

21.398 99 .000 2.46000 2.2319 2.6881



significance< 0.05. Here, 21.398 >1.660 and 0.000<0.05. So, Reject H0.

This implies we should accept the alternate hypothesis (HA) which suggests the service delivery

of registrar office is satisfactory.

H0 3: NSU security service is not providing adequate safety for students.

HA 3: NSU security service is providing adequate safety for students.



NSU security service is

providing adequate safety

100 3.3100 1.15203 .11520


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One-Sample Test

Test Value = 0

t df Sig. (2-

tailed)

Mean

Difference


Difference

Lower Upper

NSU security service is providing

adequate safety

28.732 99 .000 3.31000 3.0814 3.5386



significance< 0.05. Here, 28.732>1.660 and 0.000<0.05. So, Reject H0.

This implies we should accept the alternate hypothesis (HA) which signifies NSU security service

is providing adequate safety for students.

H0 4: NSU campus doesn’t have all necessary facilities for the student.

HA 4: NSU campus has all necessary facilities for the student.



NSU campus has all

necessary facilities for the

student

100 3.0500 1.27426 .12743

One-Sample Test

Test Value = 0

t df Sig. (2-

tailed)

Mean

Difference


Difference

Lower Upper

NSU campus has all necessary

facilities for the student

23.935 99 .000 3.05000 2.7972 3.3028

Calculated value is 23.935and critical value is 1.660 where degrees of freedom (df) is 99 and




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This implies we should accept the alternate hypothesis (HA) which refers NSU campus has all

necessary facilities for the student.

H0 5: Students’ work is not being processed in time at the Department office.

HA 5: Students’ work is being processed in time at the Department office.



Your work is being

processed in time at the

Department office

100 2.8200 1.11355 .11136

One-Sample Test

Test Value = 0

t df Sig. (2-

tailed)

Mean

Difference


Difference

Lower Upper

Your work is being processed in time at

the Department office

25.324 99 .000 2.82000 2.5990 3.0410




This implies we should accept the alternate hypothesis (HA) which implies students’ work is

being processed in time at the Department office.

H0 6: NSU cafeteria services are not satisfactory to the students.

HA 6: NSU cafeteria services are satisfactory to the students.



NSU cafeteria services are

satisfactory

100 2.3700 1.26055 .12606


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One-Sample Test

Test Value = 0

t df Sig. (2-

tailed)

Mean

Difference


Difference

Lower Upper


satisfactory

18.801 99 .000 2.37000 2.1199 2.6201




This implies we should accept the alternate hypothesis (HA) which is NSU cafeteria services are

satisfactory to the students.

H0 7: Faculty members aren’t helpful during office hours.

HA 7: Faculty members are helpful during office hours.



Faculty members are helpful

during office hours

100 3.8400 1.00222 .10022

One-Sample Test

Test Value = 0

t df Sig. (2-

tailed)

Mean

Difference


Difference

Lower Upper

Faculty members are helpful during

office hours

38.315 99 .000 3.84000 3.6411 4.0389

Calculated value is 38.315and critical value is 1.660 where degrees of freedom (df) is 99 and



This implies we should accept the alternate hypothesis (HA) which is faculty members are

helpful during office hours.


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H0 8: Faculty members aren’t helpful beyond office hours.

HA 8: Faculty members are helpful beyond office hours.




beyond office hours

100 3.3000 .97959 .09796

One-Sample Test

Test Value = 0

t df Sig. (2-

tailed)

Mean

Difference


Difference

Lower Upper

Faculty members are helpful beyond

office hours

33.688 99 .000 3.30000 3.1056 3.4944




This implies we should accept the alternate hypothesis (HA) which means faculty members are

helpful beyond office hours.

H0 9: NSU Library doesn’t provide adequate services for the students.

HA 9: NSU Library provides adequate services for the students.



NSU Library provides

adequate services

100 3.0000 .93203 .09320


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One-Sample Test

Test Value = 0

t df Sig. (2-

tailed)

Mean

Difference


Difference

Lower Upper

NSU Library provides adequate

services

32.188 99 .000 3.00000 2.8151 3.1849




This implies we should accept the alternate hypothesis (HA) which signifies NSU Library

provides adequate services for the students.

H0 10: Overall students aren’t satisfied with the services of North South University.

HA10: Overall students are satisfied with the services of North South University.



Overall I am satisfied with

the services of North South

University

100 2.7000 1.10554 .11055

One-Sample Test

Test Value = 0

t df Sig. (2-

tailed)

Mean

Difference


Difference

Lower Upper

Overall I am satisfied with the services of

North South University

24.422 99 .000 2.70000 2.4806 2.9194


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This implies we should accept the alternate hypothesis (HA) which suggests students are overall

satisfied with the services of North South University.

Regression Analysis:

Model Summary

Model R R Square Adjusted R Square Std. Error of the

Estimate

1 .773a .597 .557 .73576

a. Predictors: (Constant), NSU Library services are adequate, Faculty members are helpful during office hours, NSU

cafeteria services are satisfactory, Your work is being processed in time at the Department office, Faculty members

are helpful beyond office hours, NSU advising system is convenient, NSU security service is providing adequate

safety, NSU campus has all necessary facilities for the student, The service delivery of registrar office is

satisfactory

ANOVAa

Model Sum of

Squares

df Mean Square F Sig.

1

Regression 72.279 9 8.031 14.835 .000b

Residual 48.721 90 .541

Total 121.000 99

a. Dependent Variable: Overall I am satisfy with the services of North South University

b. Predictors: (Constant), NSU Library services are adequate, Faculty members are helpful during office hours, NSU

cafeteria services are satisfactory, Your work is being processed in time at the Department office, Faculty members

are helpful beyond office hours, NSU advising system is convenient, NSU security service is providing adequate

safety, NSU campus has all necessary facilities for the student, The service delivery of registrar office is

satisfactory


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Coefficientsa

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

B Std.

Error

Beta

1

(Constant) -1.055 .427 -2.470 .015


convenient

.153 .069 .165 2.199 .030

The service delivery of registrar

office is satisfactory

.128 .084 .134 1.527 .130

NSU security service is providing

adequate safety

.098 .078 .102 1.254 .213

NSU campus has all necessary

facilities for the student

.211 .073 .244 2.894 .005

Your work is being processed in

time at the Department office

.187 .086 .188 2.158 .034


satisfactory

.107 .067 .122 1.590 .115


during office hours

.078 .085 .070 .909 .366


beyond office hours

.197 .082 .174 2.394 .019

NSU Library services are

adequate

.117 .089 .098 1.310 .193

a. Dependent Variable: Overall I am satisfy with the services of North South University

After collecting the data from the respondents, we ran a regression analysis on perception of

North South university students regarding its services. We considered the variables that are

mentioned above table. The R-value 0.773 shows that, there is a strong relationship between the

independent variables and the dependent variable. This also implies that the model is pretty

strong. The adjusted R value 0.557 tells us that the model will also provide satisfactory results if

we use different sets of data using same variables.


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In this strong relationship experience of the NSU campus facility is the most (0.211) with a low

significance of .005. This means NSU campus facility is affecting 21.1% of the overall

satisfaction from all the services provided by NSU. After that the services of the faculty

members in terms of their helpfulness beyond office hours is affecting 19.7% (sig: 0.019), In

third position we can see from the table that department office services in terms of speed of

service delivery is affecting 18.7%( sig: .034) of overall satisfaction. In addition convenient

advising system is also affecting 15.3% (sig: 0.030) of overall satisfaction of the services

provided by the NSU.

In the above we only mentioned the coefficients with most values (these are affecting most) and

these coefficients also possess very low significant levels. The value of F is 14.835(>10). As a

result we can conclude that the model is fit and the result is believable.

7. Recommendations After conducting the research on the perception of the students towards the services of NSU we

found out that every null hypothesis that we tested was rejected and the entire alternate

hypothesis were accepted. Though all the null hypothesis were rejected, some of the on sample

test mean results were little bit lower than the neutral value. Through the regression analysis we

were able to identify 4 major factors with low significance level, that were affecting most to

determine the perception of the students towards its service quality.

So by considering those one sample T-test mean values and the 4 major factors we have come up

with some recommendation.

Enhance the campus facility by opening up gym, auditorium, swimming pool, basketball

court etc.

Because from the regression analysis we found out it affects the 21.1% of the

overall satisfaction, regardless of the null hypothesis being rejected (H0: NSU campus

doesn’t have all necessary facilities for the students) could see from the one sample T-test

table that the mean value is 3.05. This implies that response is slightly above than neutral

value that means the students aren’t completely satisfied with campus facilities. So, if we


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can improve campus facility then satisfaction level of students towards services of North

South University will increase at .211 proportional rates.

We also recommend that the advising system should be more convenient.

Because it is one of the 4 major factors found from regression and the mean value

from the one sample T-test were 2.57 which is slightly less than 3(neutral value).

In hypothesis although we showed that NSU advising system is convenient (by

rejecting the null hypothesis) but by mean value we can see students’ opinion are

close to neutral and somewhat below that. So, if we can improve advising system

then it will bring more satisfaction among the students.

Improve the service delivery speed of department office through providing adequate

instruction to the stuff and increasing efficiency.

Department office service is also a major factor affecting 19.7% of the overall perception.

And in spite of being the rejection of null hypothesis (H0: Students’ work is not being

processed in time at the Department office) the mean value from the one sample T- table

we can see that the mean value is 2.82. This is also slightly less than the neutral value and

tends to negative value. It simplifies to increase satisfaction level among student we

should increase service delivery of department office.

Conclusion: Through our research we tried to measure the perception of the students of NSU toward its

services and identify the key factors that are contributing more to shape that perception. We

reached to the conclusion through our research that campus facility, faculty services, department

office services are the main factors influencing the perception of the students. Though student’s

present perception towards the services of the university came out satisfactory by rejecting the

null hypothesis the mean values told us that they still need improvement otherwise anytime soon

they may become dissatisfactory.


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Bibliography Iqbal, J. (2015, 04 27). Private University:North South University, Scholarship opprtunity for talent. The

Daily Somokal.

S. W. Kimani, E. K. (2011). Comparative Analysis of Business Students’ Perceptions of Service Quality

Offered in Kenyan Universities. International Journal of Business Administration, 101.

Documents

Research paper on Perception of the students towards services of North South University