Quality and customer satisfaction are important agenda for company survival and these two elements are receiving worldwide attention. Service survival and these two elements are receiving worldwide attention. Service industries have begun to recognize that failure to meet quality requirement can have serious consequence that may affect their market share.
This study aims to measure the relationship between service quality and customers' satisfaction in tuition center. The survey also aims to gain more insight into the dimension used by the students in evaluating service quality and identify the influencing factors in decision making.
To answer the research questions, a research model - which was based on SERVQUAL of performance measurement in service quality, was developed. To test the model, data were collected from the students' satisfaction measures quality system via questionnaire. The stratified systematic sampling was used to select respondents for this study-
The finding showed that there is a significant relationship between service quality five dimensions and customers satisfaction. The result also indicated that empathy dimension is the strongest factor that influence the level of customers' satisfaction in tuition centers
Besides the theoretical contribution, the research was made useful suggestions in terms of better guideline in order to facilitate target setting, the tracking of the costs of changing quality targets and the linking of pay to quality performance. (Author's abstract
