Assessment of Assurance Service Quality Dimension and Students Satisfaction in Higher Education - A Case Study of Sri Venkateswara University, Tirupati

G. Janardhana, Dr. Mamilla Rajasekhar

The word service is related to a task accomplished through human effort to provide assistance to the needy. In the higher education sector, it is difficult to manage the institutions from the marketing point of view because the concept of customer has not been clearly defined. Students are the “customer” of a university1 but it is suggested that viewing student as customers creates some tensions as universities seem to be too aligned with business.2 Developing customer (student) satisfaction at universities level is crucial. If this is achieved, it will facilitate realisation of the strategic objectives of the university more effectively. The higher education sector ensures quality of the educational process with the help of accreditation agencies established for the purpose. The main agency which accredits university and colleges in general education is the National Assessment and Accreditation Council (NAAC) established on 16th September, in 1994, under section 12 (ccc) of the UGC Act of 1956, whereas such accreditation for technical education is done by the National Board of Accreditation (NBA) set up by AICTE in 1994, and for agricultural education by National Accreditation Board (NAB) set up by ICAR in 1996. Some of the other professional regulatory bodies are attempting to set up their own accreditation agencies[3].