DefinePK

Abstract

This paper aims to extend knowledge and the concept between service quality and service satisfaction in higher education through a mediating role of service culture. The researchers have theoretically conceptualised and tested for statistical analysis. Questionnaires were distributed among the target population, and 233 respondents returned the questionnaire. A closed-ended questionnaire was used for data collection, and a non-probability convenience sampling technique was used. Moreover, collected data was refined using screening tests, and the theoretical model was statistically tested through Structural Equation Model (SEM). The results revealed mediated relationship between service quality and service satisfaction. This study supports service culture as a potent mediator in service satisfaction in higher educational contexts. Hence, service culture bridges quality and satisfaction in the service domain. Besides academicians, this study focuses on not only the service quality but also gives close attention to service culture so that customers can be satisfied widely. Additionally, this research fulfils the theoretical gap by introducing the service culture as a mediator that may lead to a new perspective in service marketing.  Other researchers may contribute to this theory by employing other research methods and techniques in different service industry fields.