DETERMINING THE EFFECT OF SERVICE QUALITY PERCEPTIONS ON STUDENTS AND FACULTY SATISFACTION IN HIGHER EDUCATION CONTEXT: THE MODERATING ROLE OF INSTITUTIONAL IMAGE IN SELECTED BUSINESS INSTITUTES IN SINDH PROVINCE

Abstract

Purpose: To determining the effect of service quality perceptions on students and faculty satisfaction in higher education context: the moderating role of institutional image in selected business institutes in Sindh province.

Methodology: This research is founded on a pragmatic philosophy, employing a mixed-methods approach that integrates both quantitative and qualitative research methods. The study is explanatory in nature, aiming to clarify the relationships between the variables under investigation. Furthermore, the research adopts a cross-sectional time horizon, collecting and analysing data at a single point in time to provide a snapshot of the phenomena. This research study has used convenience sampling technique. Close-ended questionnaires in digital and paper form were shared with respondents for the data collection.Seven point Likert scale ranging from one (strongly disagree) to seven (strongly agree) questionnaire is used for data collection which is adopted and modified HEdPERF model, is known as an effective tool for measuring perceived service quality because various studies have proved its superiority over the other instruments particularly in the higher education context (Brocado, 2009; Firdaus, 2006).

Findings: The results confirm that service quality in both academic and non-academic areas significantly boosts satisfaction for students and faculty, and that institutional image strengthens this relationship. Specifically, academic service quality had a strong impact on student (β = 0.45) and faculty (β = 0.52) satisfaction. This aligns with prior research by Mehta & Tariq (2020) and Banahene et al. (2018), confirming that high-quality teaching, resources, and faculty expertise are crucial for satisfaction.