MEASURING STUDENT SATISFACTION THROUGH SERVQUAL: EMPIRICAL STUDY AT BINAWAN UNIVERSITY

This study aims to identify the student satisfaction through service quality in the higher education. The study used a descriptive approach involving 144 students from Binawan University. Data collection using questionnaire with a 5-point Likert scale and collected data were analyzed using SERVQUAL and Cartesian Diagrams. The results of this study indicated that in general the quality of service at Binawan University based on students' perceptions is quite low and and shows gaps in each service attribute. These findings indicate that students are not satisfied with the services provided by Binawan University. The analysis from level of importance indicated that the dimensions of service most considered important by students are reliability, followed by tangible, responsiveness, assurance, and empathy. The improvement of service quality shuld based on the results of Cartesian Diagrams with focus on service attributes in quadrant A.