Synopsis of Research Article
Introduction
I choose an article titled The ‘Inside-out’ and ‘Outside-in’ Approaches on Students’ Perceived Quality: An Empirical Evaluation by Kwek Choon Ling, Lau Teck Chai, Tan Hoi Piew, for this assignment (Write up 1: Synopsis) due to my interest on service quality topic in Malaysia private higher education institution. This article is focusing on the evaluation and validation of the overall students’ perceived service quality in private higher education institution in Malaysia by using mixture combination two approaches (inside-out and outside-in). Service quality is seen as a vital feature for any business to sustain in the global business competitive environment. In any nature of business environment including higher education sector, service quality is the key factor to sustain business operation. To ensure every business maintain sustainability especially in the service industry, service provider must give priority to their customer in terms of meeting their expectation (or exceed the customer expectation) in order to gain competitive advantages. Education industry is not exclude in this trend especially in the private higher education sector. The government of Malaysia is emphasizing the quality of education program provided by each private higher education service provider in Malaysia rather than focus on the quantity and the numbers of higher education provider. The ignorance of service quality is considered as a major blunder for private higher education provider as this aspect is vital in every level of service processes.
Theoretical basis of the study
Disconfirmation of expectations theory by Dawes and Rowley (1999) is being used by the authors in the research. Dawes and Rowley (1999) stated that many organization management often focus on minimizing the negative responses rather than to maximize the positive response of product offering. They also review the origin of the concept dissatisfaction, dissonance and disconfirmation in
I choose an article titled The ‘Inside-out’ and ‘Outside-in’ Approaches on Students’ Perceived Quality: An Empirical Evaluation by Kwek Choon Ling, Lau Teck Chai, Tan Hoi Piew, for this assignment (Write up 1: Synopsis) due to my interest on service quality topic in Malaysia private higher education institution. This article is focusing on the evaluation and validation of the overall students’ perceived service quality in private higher education institution in Malaysia by using mixture combination two approaches (inside-out and outside-in). Service quality is seen as a vital feature for any business to sustain in the global business competitive environment. In any nature of business environment including higher education sector, service quality is the key factor to sustain business operation. To ensure every business maintain sustainability especially in the service industry, service provider must give priority to their customer in terms of meeting their expectation (or exceed the customer expectation) in order to gain competitive advantages. Education industry is not exclude in this trend especially in the private higher education sector. The government of Malaysia is emphasizing the quality of education program provided by each private higher education service provider in Malaysia rather than focus on the quantity and the numbers of higher education provider. The ignorance of service quality is considered as a major blunder for private higher education provider as this aspect is vital in every level of service processes.
Theoretical basis of the study
Disconfirmation of expectations theory by Dawes and Rowley (1999) is being used by the authors in the research. Dawes and Rowley (1999) stated that many organization management often focus on minimizing the negative responses rather than to maximize the positive response of product offering. They also review the origin of the concept dissatisfaction, dissonance and disconfirmation in