A Multinomial Logistic Regression Analysis on Service Quality in Higher Education on the Behavioural Intentions of the Students

Higher education plays a significant role in the development of a country. Higher education inculcates knolwedge, employability skills, and entrpernurial qualities thereby, it eradictes povertyand inequality. In the area of higher education, the constitues quality is still developing and keeps on emerging because the educational enivironment is dynamic. Service industries are playing an increasinhly important role in the economy of many nations. In todays global scenario of xompetition, rendering service quality is a key for sucess. Many experts concur that the most powerful competitive trend currently shaping the services marketing is service quality. Since education being inckuded inthe service sector, the problem and the importance of quality in education also occupjes significant position. The aim of thestudy is to analyse the behavioural intensions of the students in recommending their institutions to the future students based on the service quality dimensions. A multi nominal regression analysis is used to analyse relationships betwen a non metric dependent variable and metric or dichotomous independent variable in order to analyse the behavioural intensions of the students based on service quality. n