Abasyn Journal of Social Sciences Vol (13), Issue (1), 2020

Student Satisfaction as a Mediator between Learning Experience and Reputation: Insights from Business Schools in Khyber Pakhtunkhwa

Irum Khattak, Shahid Jan Kakakhel & Anjum Ihsan

The demand for good reputation has increased more due to pressure of globalization and internationalization of higher education (Lafuente-Ruiz-de-Sabando, Zorrilla, & Forcada, 2018)where national competition is no more a challenge but institutes have to compete on international level for long term sustainability. The current study was intended to find the effect of two major aspects of learning experience i.e. teaching quality and academic activities on student satisfaction and reputation of business schools in Khyber Pakhtunkhwa, Pakistan. Moreover, mediating role of student satisfaction in the relationship between learning experience i.e. teaching quality and academic activities and reputation of business schools was also investigated. The study adopted positivism and deductive approach. A sample of 351 students was surveyed on a five-point Like rt scaled questionnaire. Confirmatory factor analysis and multiple regression analysis were used to test model fitness and hypotheses. Furthermore, two methods i.e. Baron and Kenny (1986) and Hayes (2017) statistical techniques were used to check the mediation effect in the study. Findings of the study displayed that teaching quality & academic activities have a positive and significant effect on student's satisfaction and reputation of business school. Moreover, it was found that student satisfaction serve as the role of partial mediator between learning experience (teaching quality & academic activities) and reputation of business school. The study would help the business schools in Pakistan to build their reputation by considering the features related to good teaching quality and academic activities explored in the study. These factors have also the potential to increase student satisfaction and in turn build a strong reputation to improve the ranking position of business school. Thus, it can guide business school in attracting and maintaining the adequate number of students in times of severe competition.
Keywords: Faculty, Academic, Business school, Learning experience, Activities, Quality




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