THE RELATIONSHIP BETWEEN THE LEVEL OF SERVICE QUALITY IN THE ACADEMIC INSTITUTIONS AND STUDENT’S RETENTION: A CASE STUDY ON CITY UNIVERSITY COLLEGE OF AJMAN, (CUCA)
Keywords:
Service Quality, Academic Institutions, Student’s Retention, City University College of AjmanAbstract
The purpose of this paper is to measure and test the relationship between service quality of the academic institutions and student's retention. In addition to, determine the main elements that effect on service quality of the academic institutions. This paper is focused on the student's retention of City University College in Ajman as a case study. The results showed that the students are satisfied with the services at City University College of Ajman, mean, there is the high quality of teaching, effective academic courses, and the library meets the student's needs. The management also supports and cooperate students there. Moreover, the results showed that students are satisfied with university environment and they will transfer a positive image of their friends with / of, which means the reputation of the university is high. The results showed that all hypothesis have been accepted , in addition to , the study showed there is a positive and high relationship between service quality in the academic institutions and student's retention, which mean that if the services in any academic institution do not meet student's perception and satisfaction, this will affect negatively on the student's retention. Moreover, students will transfer a negative image of the others and may be looking to find another university to study. The study recommends developing innovative tools and strategies in order to deliver high quality of services in all academic institutions in order to retain students there.
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