Abstract:
This study examined the service quality dimensions( tangibility, Assurance, Reliability, Empathy, and Responsiveness) toward students’ self-satisfaction in private higher learning institutions in Arusha region, Tanzania.” The study employed a quantitative approach using descriptive statistics as a way of data analysis. The self-constructed questionnaire was designed and checked by experts to determine the validity of the instrument. A pilot study was carried out to determine the reliability of the study using the Cronbach Alfa Coefficient. A Cronbach’s alpha of 0.76 was obtained which proved that the questionnaire was reliable. The study comprised a population and sample of 229 third-year students from two selected higher learning institutions. The research attempted to address various challenges students encounter while studying. All the questionnaire items were coded and analyzed using an SPSS program version 24. The researcher ensured confidentiality and anonymity of the respondents are taken as seriously as they deserved. Of all the factors investigated, the study found that service quality dimensions are not provided as required hence depriving students of their well-being while studying. The study recommends that, as a marketing strategy, higher learning institutions should see to it that they prepare conducive learning environments, which ultimately, guarantees them stability and high enrolment in the future.
