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
-2nd
year and 50 from 3rd
-4th
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 .773
a
.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
ANOVA
a
Model Sum of
Squares
df Mean Square F Sig.
1
Regression 72.279 9 8.031 14.835 .000
b
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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Coefficients
a
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

22
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.

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