salam....haii...this is my second chapter for my proposal...sory for being late..   :-)

CHAPTER 2: LITERATURE REVIEW

2.0 INTRODUCTION

This chapter addresses on the literature review needed to support the study, particularly in the developing the conceptual framework, the theoretical framework and also to look into previous studies related to the area of this study.  According to Uma Sekaran (Sekaran, 2007) literature review is the documentation of a comprehensive view of the published and unpublished work from secondary sources of data in the area of special interest to the researcher.  In this chapter, prior studies on factors that influence the level of student’s satisfaction are discussed.  Literature reviews are dividing into several parts.  First part focused on the study between student satisfaction and quality service.  Second part shows the relationship between student satisfaction and motivation. 

2.1 STUDENT SATISFACTION

Nek Kamal, Salomawati and Ahmad Zainal (2010) had conducted a research to investigate the relationship between motivation, empowerments, service quality and Polytechnic students’ level of satisfaction in Malaysia. Based on the questionnaire they distributed, it was found that the students gave the lowest rating to the items pertaining to quality service and thought that the lecturers were not always available and accessible to provide guidance out of lecture hour. The researcher argued that the lecturer shall be given more opportunity to conduct a clear consultation through e-mail or by appointment. This will increase student’s satisfaction in learning experience and at the same time would strengthen the bond between these two parties so that the lecturers would be more motivated to meet them out of the lecture hours.

Ainon and Peng (2006) in their research found that Unitar’s student satisfaction as a private intuition really depending on the service quality that includes facilities, management as well as teaching and learning. The students were satisfied and comfortable in using English as the medium of course content which was successfully implanted by the lecturers. This study had successfully showed the fact that the students’ satisfaction is affected by the ability of a lecturer to conduct a class professionally.

Since customer satisfaction has been considered to be based on the customer’s experience on a particular service encounter, (Cronin & Taylor, 1992) it is in line with the fact that service quality is a determinant of customer satisfaction, because service quality comes from outcome of the services from service providers in organizations.

2.2 QUALITY SERVICE

Definition of quality revolves around the idea that quality has to be judged on the assessment of the user or consumer of the service. The construct of quality as conceptualized in the services literature is based on the perceived quality.

Generally, Service quality refers to the assessment from the customer’s perception towards the services provided. It focuses on how well the services meet the customer’s expectation. According to Mei and Teong (2002), there are four important dimensions in describing education service qualities which are; teaching, assessment, guidance and courses. Teaching requires lecturer to act and practice in a specific ways so that the students would experience the learning and discover their potential. Assessments focus on the survey towards the students on how the perceived their lecturer’s quality. While guidance and courses are pertaining to the syllabus provided by the institution.

On the other hand Russell (2005) reveals that the important goal for higher education institutions is delivering perceived service quality to students. This act can lead to generate much desired additional income for institutions. Also, a valuable source of income is overseas fee-paying students who sometimes can be educated at lower cost.

2.3 MOTIVATION

Motivation refers to reasons that underlie behavior that is characterized by willingness and volition. Intrinsic motivation is animated by personal enjoyment, interest, or pleasure, whereas extrinsic motivation is governed by reinforcement contingencies. Motivation involves a constellation of closely related beliefs, perceptions, values, interests, and actions. Motivation within individuals tends to vary across subject areas, and this domain specificity increases with age.

Motivation is such an important element in improving work productivity, every educational administrator needs to have a firm understanding of how it relates to job satisfaction and reward systems. Yorks (1976) stated that "Motivation" can be defined as those forces within an individual that push or propel him to satisfy basic needs or wants. The level of needs will determine what rewards will satisfy an employee.

According to McShane (2013), motivation is the forces within a person that affect his or her direction, intensity and persistence of voluntary behavior. Motivated employees are willing to exert a particular level of effort (intensity), for a certain amount of time (persistence), towards a particular goal (direction).

2.4 STUDENT SATISFACTION AND QUALITY SERVICE

Oliver, 1997 stated that, customer satisfaction is defined as “the customer’s fulfillment response, it is a judgment that a product 114 or service feature, or the product or service itself, provides a pleasurable level of consumption-related fulfillment”. Consumer satisfaction and service quality continue to attract the attention of researchers and practitioners in a wide variety of disciplines. This is not surprising, since a number of studies have shown a moderate to strong relationship between these constructs and consumer loyalty or repeat purchasing behavior.

Assistant Professor PhD Suleiman AL KHATTAB and Associate Professor PhD FARES FRAIJ as cited as Abu Hasan et al., 2008; Petruzzellis et al, 2006; Arambewela and Hall, (2009) stated that the customer is the foundation of the business and keeps it in existence. A satisfied customer will repeat the purchase of the product or service and convey positive messages about it to another. Besides that, a dissatisfied customer is more likely to switch to an alternative product or service that is provided by another company. A dissatisfied customer may well be negative by word-of-mouth and this could have a serious and damaging effect on the business.

Service quality is increasingly being recognized as of key strategic value by organizations in both the manufacturing and service sectors. The terms of customer service and service quality have become very important in a variety of fields such as industry, academia and government over recent decades, having taken on different meanings through the years.

Suarman (2015) stated that one of the major responsibilities of the staff and lecturers is providing effective service and teaching. The efforts to improve the quality of teaching and learning are the priority of every higher learning institution and it is also one of the Government‘s important agendas, which is improving the quality of teaching and learning particularly at the tertiary level of education. Higher learning institutes have to adopt a sustainable culture of providing quality teaching and better learning. Quality teaching and better learning would always refer to appropriate teaching process, fulfilling teaching needs, and having the ability to anticipate clients and stakeholders’ expectations in teaching and learning, the appearance of conducive physical facilities, friendly staff, and great administration services.

2.5 STUDENT SATISFACTION AND MOTIVATION

Satisfaction aspect indicated that students were satisfied with the flexible education system, open class for discussion and non-focus on grade. At the same time, there were some unsatisfied points. There were problems about insufficient communication for international students, about teaching style that lacks of motivation, and about the support from teachers, these are what should be improved in the perspective of the students.

Human motivation works as an internal factor that explains human real needs. Human motivation concept is used in this research in order to support internal factors as it is one of the factors influencing students to study. According to the Maslow’s theory of human motivation (Sochipan Chantasuwanno and Sineenat Suasungnern (2011) as cited as Maslow (1943), he believed that man is a wanting animal and it is difficult that human will meet the stage of complete satisfaction because human need is unlimited. In the theory of Maslow's hierarchy of needs, Maslow defined that when human is satisfied in one thing, he will demand to be satisfied in other things continuously. Maslow said that the desires of human have been innate carrying and these desires will normally step up from the basic need to the higher levels.

Choi Sang Long (2014) stated that teaching and learning are two dimensions of the academic world and both depend on lecturers capabilities therefore, an effective lecturer has been conceptualized as one who produces desired outcomes in the course of his duty as a lecturer. Therefore, upon the observed deterioration in the academic accomplishments, attitude and values of students, one curiously wonders if the high failure rates and the poor quality of the students is not a reflection of the teaching quality or lack of lecturer’s competencies.

The studies has shown that the relationship between lecturer competencies and students outcome. They discover that the teaching quality is directly related to the students’ achievement and it is very important for lecturers to develop strong teaching competencies in order to deliver quality teaching. One of the lecturer competencies they specifically mentioned in their study was lectures subject knowledge because without having subject knowledge, the lecturer is unable to comprehend the students with relevant knowledge and skills required for that particular subject. Therefore, the subject knowledge is essentially important for lecturers so that students could meet the desired learning outcome and are satisfied with their learning (Choi Sang Long, Zaiton Ibrahim and Tan Owee Kowang (2014) as cited as Matzler and Woessmann (2010).