THE IMPACT OF PERCEIVED SERVICE QUALITY OF “CIAC” VISA SERVICE PROCESS TECHNOLOGY ON STUDENTS SATISFACTION

The utmost aim of this research is to examine the impact of international students’ perceived service quality of CIAC visa service process technology on their Student’s satisfaction used by CIAC in handling international students’ visa process. Data was collected from 200 international students studying at Universiti Utara Malaysia using convenience-sampling technique. Five hypotheses were proposed to link all the five dimensions of service quality such as assurance, reliability, tangible, responsiveness, and empathy to student’s satisfaction. Relationship between variables were measured through Partial Least Square Structural Equation Modelling (PLS-SEM) by the application of Smart PLS 3.0. Results of the study found that only four dimensions of service quality of CIAC visa service process technology have the impact on international student’s satisfaction and the tangibility dimension having non-significant relationship with student’s satisfaction. This study contributes to the body of knowledge by knowing the dimensions of service quality in developing positive perception of technology in customers’ mind in order to gain student’s satisfaction.