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Service Quality and Student Satisfaction in Higher Education: Evidence from a Public University in Zambia

Author

Listed:
  • Kunda, Mwila

    (Kwame Nkrumah University)

  • Mufalali, Simasiku Mwiya

    (Kwame Nkrumah University)

  • Muduli, Regina

    (Kwame Nkrumah University)

  • Muchape, Lenty

    (Kwame Nkrumah University)

Abstract

This study examined the relationship between service quality and student satisfaction in higher education, using evidence from a public university in Zambia. Guided by the SERVQUAL Model, the study focused on five dimensions of service quality: tangibility, reliability, responsiveness, assurance and empathy. A quantitative descriptive research design was adopted. The target population comprised 9,000 registered full-time undergraduate students, from which a sample of 200 respondents was selected using simple random sampling. Data were collected through a structured online questionnaire and analysed using descriptive statistics and multiple linear regression. The findings revealed that reliability, responsiveness and tangibility had statistically significant positive effects on student satisfaction, while assurance and empathy did not demonstrate significant independent effects. Reliability emerged as the strongest predictor of student satisfaction (β = .345, p

Suggested Citation

  • Kunda, Mwila & Mufalali, Simasiku Mwiya & Muduli, Regina & Muchape, Lenty, 2026. "Service Quality and Student Satisfaction in Higher Education: Evidence from a Public University in Zambia," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 7(4).
    • Handle: RePEc:cwk:ajocsl:2026-063
    DOI: 10.59413/ajocs/v7.i4.30
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    Keywords

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    JEL classification:

    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions
    • I21 - Health, Education, and Welfare - - Education - - - Analysis of Education
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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