Service Quality’s Impact on Educational Reputation and Students’ Happiness at Hohai University: The Mediating Role of Students’ Motivation — Oak Academic Publishing
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Service Quality’s Impact on Educational Reputation and Students’ Happiness at Hohai University: The Mediating Role of Students’ Motivation
Business School, Hohai University, Nanjing, China
,
Business School, Hohai University, Nanjing, China
,
International School, Hohai University, Nanjing, China
1 Business School, Hohai University, Nanjing, China
2 Business School, Hohai University, Nanjing, China
3 International School, Hohai University, Nanjing, China
Service quality is important for public organisations, especially in higher education, where accredited degrees enhance reputation and competitiveness. A strong university image fosters student motivation and retention, making service quality vital in crowded markets. As a multidimensional concept, quality influences academic standards and overall student satisfaction, happiness and motivation. This research explores how the quality of services influences the reputation of education and the overall happiness of students at Hohai University by focusing on how student motivation acts as a mediator in this relationship. By drawing on theories like Self Determination Theory (SD) and Expectancy-Value Theory (EVT), the study investigates how aspects of service quality, such as tangibility, reliability, responsiveness, assurance and empathy, impact students’ contentment and views on the university’s standing in society. The researcher designed a questionnaire grounded on previous studies. Used a convenience sample from the international students at Hohai University based on their availability, which was then examined using Structural Equation Modeling (SEM), and analysis at Smart PLS and SPSS and the sample size was 378 students; this was done to understand the connections, both indirect and between variables. The results show the importance of top-quality services across areas such as support and campus facilities in improving students’ contentment and overall happiness and significantly boosting the institution’s standing. Significantly, we found the role of motivation to be a factor in this process by strengthening the impact of service quality on both student happiness and institutional prestige and reputation. Students who perceive robust support services tend to exhibit levels of extrinsic motivation, which further enhances their academic involvement and satisfaction levels while fostering a positive bond with the university. The outcomes point towards the potential benefits institutions can gain by prioritizing service excellence and encouraging student engagement to enhance student success and improve their standing in the educational sector. This study contributes to the understanding of service quality in higher education, offering actionable insights for enhancing student experience and reputation and recommending further cross-cultural and longitudinal studies for a comprehensive view of these dynamics in diverse settings.
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