A review of the relationship between service quality, student satisfaction, image, loyalty and recommendation

Service sector shows continuous improvement. Education sector also has a great importance in all service sectors. The importance given to education, emphasizes the quality of education. Therefore, it has become necessary to measure the quality of education services.To raise the quality of services and create students who are satisfied from the service must be a primary goal of higher educations institutions. Towards this goal, this study aimed to measure the service quality and student satisfaction.The purpose of this study is to measure the satisfaction of studendts in higher education and perceived quality of service. For this purpose, SERVQUAL which was developed to measure service quality, SERVPERF and HEdPERF which was especially developed to measure quality of service in education were examined and a survey was created from the questions of these three scales. In addition, there are questions about satisfaction, image, advice and loyalty. Also, students? opinions about the quality of educational service were assessed according to the demographic variables like gender, department, class, family education and family monthly income. The survey was applied to a total of 600 students, 200 units Ege University, 200 units Uşak University and 200 units Yaşar University Faculty of Economics and Administrative Sciences. This survey was evaluated in comparison with state-private university and was analyzed by the seven-point Likert scale (1 ?Strongly Disagree?, 7 ?Strongly Agree?). Afterwards these surveys were analyzed using SPSS 18 programme and interpreted.Research findings show that how students perceive the services provided by the university and according to these students? perceptions students? levels of satisfaction in state-private universities. Besides the students? levels of satisfaction it includes the effects on recommendation, loyalty and image.Research results show that students? level of satisfaction in private universities is higher than the students in the state universities. So it?s understood that satisfaction effects recommendation and loyalty in the same way.