Abstract

This study examines the students’ satisfaction level in GIFT University in Pakistan. The study focuses on
the factors like learning environment, teaching method, university image and service quality. Students’
response measured through an adapted questionnaire on a 5-point likert scale. The sample size of the study
consisted of 50 students belong to GIFT University Gujranwala. The results of regression analysis reveal
that all attributes have significant and positive impact on students’ satisfaction in GIFT University.
However, service quality is the most probability to make the students’ unsatisfied among all the variables,
therefore it requires special attention of the top management in the university to make a policy to proper
check and make the best services for the students in GIFT University.

Introduction

The education system of Pakistan is based on

unequal lines. Medium of education is different satisfaction is very important. In a university
there are so many factors which effect on the
in both, public and private sectors. This creates a
sort of disparity among people, dividing them student satisfaction level.
into two segments. Such a distraught The problem statement of our study is as
infrastructure is the basic cause of high illiteracy follows
rate in Pakistan and high drop outs rate in rural “An analysis of gaps which enhance students
areas and public schools. satisfaction level”
Student satisfaction is important as Support and
 Secondly, regional disparity is also a
encouragement is providing to the students to
major cause. The schools in Baluchistan
shine their skills and abilities moreover it helps to
are not that much groomed as that of
show the full energy and show maximize results
Punjab. In FATA, the literacy rate is
in their study and also enhance the student
deplorable constituting 29.5% in males
satisfaction. Then the satisfied students are good
and 3% in females.
for the university performance and reputation. It
 The third major cause of flawed
is a powerful development tool which helps to
education system in Pakistan is gender
improve student career. Student satisfaction is
discrimination. The current primary
providing opportunities the student to think about
school ratio of boys and girls is 10:4,
career.
which is a cause of a big concern.
 Enhance confidence
 Fourthly, the lack of technical education
 Good grade
is a biggest flaw in the education policy
 Better career
that has never been focused. Therefore,
The study is exploring the factors which
less technical people means low standard
of education. influence on the student satisfaction level.

Research questions mean what we can do or what

We want to conduct research on which factors
is over main agenda in our study.
those cause to enhance the student satisfaction
level in university. For this propose we make this
 What are these factors to increase student
proposal to give you an idea about our topic. The
satisfaction level?
success of any business is with the customer’s
satisfaction toward the products or services and  What it is so important to increase the
for a university success the student student satisfaction level?
Significance
Impact of these variables on student satisfaction
is high, so that the result where we know the
behavior of student with respect to teaching
methodology, learning environment, university
quality services and educational institution image
on society and on student mind. The significance
of this report is to know the impact and problem
occurs in university life of student and how to
improve the relation of student with teachers and
why students start feeling uncomfortable during
studies.
Literature review
In the literature review part we have come to
know that what student satisfaction is. What
others perceive about it? Student satisfaction is
all about knowledge for development and
guidance of students for guiding them
accordingly and allows them to put them on the
right track and how to go in right direction. And
in this situation we read some articles and
journals related to our topic and then conduct the
research about what type of study they did and
what are the gaps in the previous study and where
we are or we can preferably contributing related
to student satisfaction. Our study and research
will multiply the success rates for the resolution
of the problems faced by the students in a
university so that this will really help them to
tackle different situations during their university
life. Our topic is totally reflecting the real picture
and a clear scenario towards the problems that
students crew used to face often. Check your
customer satisfaction by utilize one or more than
one time product. In satisfaction of student we
check how much students enrolled in university
for long period of time or new student come on
behalf of the previous student consult Fornell &
Boulding (1992-1993). A teacher is easily
checking the student satisfaction after the
delivered lecture. Student and teacher interaction
and relationship is a better way to check and also
increase a student satisfaction Tan, Swee, Mei.,
& Lim, Kong, Teong. (2002). The satisfaction
level may be enhance from the following factors
study environment, facilities provide,
opportunities, services etc. environment is also
plays a very important role in the student
satisfaction if environment is better for study and
also comfortable without study hours then
students more comfortable and satisfied
Rowley., Swee, Mei., & Lim, Kong, Teong.
(2002-1996) .
In a university the level of satisfaction of the
student is enhance by the learning environment
in the university like comfortable class rooms,
labs and libraries etc. if the students are not
satisfied with the environment in the university
then the level of student satisfaction goes down.
Why of this learning environment is directly
affected on the satisfaction level of the student
now we get a research and analyze how much
environment enhance the student’s satisfaction
level and what is study in the previous articles and
journals. The learning environment is a very
important factor to enhance the student
satisfaction. Excellent and effectiveness
environment were identified as the most
important items for enhancing the satisfaction
level of the students Szubian, Wang, & Cook.
(2003). The learning environment means what
the student perception about the university
suitable environment if the environment is better
for the study and for the student mind then it is a
better thing for the student satisfaction Ramsden.
(1991). Learning environment in word of these
authors is the surface learning strategy is very
important for the student satisfaction level.
Matron Salvo, Thomas & Bain (1976-1984).
Check learning environment effect on student
satisfaction level. In any university the major
point of the student satisfaction is the instructor
performance.
What the attitude of the instructor with the
students and what methods of teaching and the
instructor interaction with the students in the
class and after the class. If the student satisfied
with the teaching method then enhances the
student satisfaction and teacher is also check the
satisfaction level of any student at the end of their
lecture. So in our study we analyze how much
teaching method enhances the student
satisfaction level. A pleasant teaching method
can really multiply the productivity of the
students because if the teaching method will be
more pleasant than the probability is there that
students will grab much more from them during
the delivering of the lectures comparatively. A
satisfactorily teaching method can really
contribute in enhancing the student satisfaction
level in the university. Due to this the learning
cause becomes more worthwhile. And the
grooming of the student becomes more smooth
and accurate. A better teaching method will grab
the student’s attentions while taking their lectures
in the class they will experience many different
ideas shared by their teachers. This can really
contribute in enhancing the satisfaction level of
the students in the university. Most of the
students de motivated if they come to know that
the respective staff is not cooperative with them.
The academic faculty like intellectual faculty,
advisors, career consoling department. The
teaching method has a deep influence on the
satisfaction of the students. A satisfactory
teaching method can contributes in the
satisfaction of the students. This can help the
students to get motivated and satisfied. A
satisfied teaching method can enhance the
attention of the students toward studies. Students
are more motivated if the teachers are coordinate
with the students in class increase confidence and
participation Shelving, Barnyard, Davies, &
Griffith. (2000). The basic need in the teaching
method is the teacher and student interaction if
the both parties have better interaction then the
student easily understand the teachers lecture and
motivate toward their studies Anderson.,
Garrison., & Pacino(1995-2002).Check teaching
method effect on student satisfaction level.
University image means the location, reputation
and curriculum etc. if the university image or
goodwill is better in the market then it will attract
more the new ones who are willing to enter and
retain the old students for long time. And then the
university location extra curriculum activities are
better for the students then the increased
satisfaction level. So we have concluded that
university image is directly enhancing the student
satisfaction in university now we make an
analysis in our study to check how much it
enhances the student satisfaction level. No doubt
a remarkable repute both in internal and external
academic world can never be denied by any
university. For a better university image and a
marvelous repute it is strongly required that their
students are fully satisfied with their external
repute so that more admissions in the university
indicates the likeness of the students to be a part
of it. This is clearly indicating that a sound
university image could be a pre requisite for the
satisfaction level of the students in any university.
If the students know that they are studying in a
leading institute then this feeling will surely help
in enhancing and multiplying the satisfaction
level of the students. University image means the
reputation goodwill and worth of the university in
the society. University image is a major tool in
marketing to attract the new ones so this is
competitive advantage for the students Elliott. &
Shin. (2002). The students are in our mind that
there are some competitive advantages like
location, image and extra curriculum activities
enhance the student satisfaction Washburn., &
Petroshius. (2004). In marketing how we show
over brand that the customer know about our
product. If the university image is good in the
society then it is very helpful for the university
reputation and also enhances the students
confident and satisfaction toward the university
Gwin & Gwin. (2003, p. 30) so we focus on
positioning that the students think that this is
competitive advantage for them. Check
university image effect on student satisfaction
level.
The service quality of the university staff like
guidance, assessments and course registrations
and the services provided in the labs and libraries
are deeply affected on the student satisfaction. If
the services are meeting the expectation of the
student desire then the satisfaction level of the
student will ultimately enhance but if the service
quality is not meeting the expectations of the
student then their satisfaction level goes down.
The probability is right there that there could a
reverse action. A satisfactorily service quality
provided to the students in a university can highly
contribute in shooting up the level of their
satisfaction. If the students experience all the
offered services accordingly than this could affect
as a fuel for smoothly carry on any kind of
knowledge journey on the university tracks.
Good services matters a lot for any student
enrolled in any university. They will look more
confident and focused towards learning. Through
this they can seize almost everything in their
favor. Their contentment level will increase and
they will show better results in near future. There
will be a positive psychological impact if better
services will be offered to the students they will
feel more satisfied and comfortable regarding to
their academic activities. What are the core
reasons behind that service quality directly
enhances the student satisfaction and now we will
check the analysis how much service quality can
enhance and multiply the student satisfaction.
According to the studies, students have right the
service quality because the institute gives the
guarantee for better quality in their study and also
a competitive degree for a professional work Tan,
Swee, Mei. & Lim, Kong, Teong. (2002). If the
service quality is high the expectation then the
satisfaction is increase but the service quality less
than the expectation then the satisfaction decrease
Yosuke., Gregg., & James. (2007). Service
quality distribute in two main types “core service
and additional service” the main purpose gives
the better service quality to the students core
services is preferable but additional is also very
helpful for student satisfaction Yosuke., Gregg.,
& James. (2007). generally the students have
these criteria that need to be satisfied with
services. These are termed as requisite encounters
which critically allow the students to satisfy their
study obligations .Acceptable encounters that
students agree as being desirable. But not critical
during their course of study, An encounter of
practical or utilitarian nature Oldfield. & barren.
Check service quality effect on student
satisfaction level.
Frame Work
Learning
Environment
Teaching Method
STUDENTS
SATISFACTION
University Image
Service Quality
Detail
In this frame work of Student Satisfaction
basically enhance by different independent
variable. These independent variable first we read
the literature related these variables and after the
reading we observed that these are five
independent variable play a vital role to enhance
the student satisfaction and in also our common
sense that if the In a university the level of
satisfaction of the student is enhance by the
learning environment in the university like
comfortable class rooms, labs and libraries etc. if
this place give to students then also satisfied with
the learning environment. Second the teaching
method also a good variable which are best for
students to enhance the satisfaction of students.
In any university the major point of the student
satisfaction is the instructor performance. What
the attitude of the instructor with the students and
what methods of teaching and the instructor
interaction with the students in the class and after
the class. Third the university image also plays a
vital role to enhance the satisfaction of students.
University image means the location, reputation
and curriculum etc. if the university image or
goodwill is better in the market then students are
retained and attract the new ones so students are
satisfied with the university image in the market.
In our last independent variable which is most
important part to enhance the satisfaction of
students that is Service Quality. The service
quality of the university staff like guidance,
assessments and courses registered and the
service in the labs libraries are affected on the
student satisfaction so if these are points are good
in university then students are satisfied because
all the information which is compulsory for
students are meet easily and in a time. So these
are the variables which are playing a major role
to enhance the satisfaction of students.
Hypothesis
 H1: Learning environment is
significantly enhancing student
satisfaction.
 H2: Teaching Method is significantly
enhancing student satisfaction.
 H3: University Image is significantly
enhancing student satisfaction.
 H4: Service Quality is significantly
enhancing student satisfaction.
After the literature review of these variables we
are in a position of explain or make hypotheses
that all are the significantly enhancing the student
satisfaction. In these hypotheses all the enhancing
the satisfaction of students our all independent
variables explain in a positive sense that these are
variables individually enhance the satisfaction of
students like in a common sense that if the
learning environment in a university is good than
all the students are satisfied, if the teaching
method of teachers are better than students are
also satisfied, if the university image in a market
is good than the students are also satisfied, if the
word of mouth by the students to others then its
mean students also satisfied, if the service quality
which is delivered by the university to students
are accurately than students are also satisfied.
Methodology
Objective
The objective of a research summarizes what is to
be achieved by the study. These objectives should
be closely related to the research problem. Our
study is relate to the factors who enhance student
satisfaction, as under problem statement study
objectives are as follows,
 Explore the factors which enhance
student satisfaction level.
 Analyze how much percent these factors
enhance student satisfaction level.
Description of the sample
To analyzed the sample from students of GIFT
University. Our respondents are students because
we check the student satisfaction and these are
studied in university. We are going to check the
student satisfaction in GIFT University so we are
going the test it through hypothesis. We check our
independent variables that are positively impact
on our dependent variable through hypothesis. So
we make a relation between them. In our study is
causal study because we check the cause and
effects. So we check the independent variables
are cause and effects on dependent variable. In
which we check that how they are explain our
dependent variable. In our research the
interference of researcher is minimum
interference because we just apply the past theory
which we are study and then through sum respondent through questionnaire. Data analysis
information explain it so this is minimum with the help of regression for analysis we use
interference from us. Our study sating is non- SPSS data analysis to check our variable which
contrived means we fill the questionnaire from are effect on student satisfaction.
respondents in natural environment its mean that
we take more time from our respondents we just
take questionnaire and fill from them. We make
our research through adopted questionnaire
which are taken from some different articles one
is “International Journal of Education
Management 11, 2 [1997] 72–79 © MCB”
“University Press [ISSN 0951-354X]”. These
questions are filling from our respondents
because student satisfaction information easily
gets from students who are our studied in GIFT
University and these are our respondents. In
which we conduct the data from individual
person through questionnaire. We give one
questionnaire to one person and conduct it from
which he/she share it related to our topic student
satisfaction.

In sampling design we choose probability and in

which we collect data conveniently from
respondents. Convenient sampling means the
respondents are easily assessable or which one is
available at the spot. Total 50 questionnaires we

Distribute in our university student, so that we

take 50 samples and the
result of that data applied on project. We give the
questionnaire to their respondents is very easily
and they also read the questionnaire easily and
understand what are they wants to take from our
so they give more information and proud that s
work is for own purpose.
Time horizon in our study is one shot (cross
sectional) mean we conduct all information at the
same time and we do not run further or in future.
Our research on student satisfaction is only just
time. Data are conduct from our respondents is
quantitative data. We take grating in question
which are fill respondent by grating so this is
quantitative data which we take from our
 Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
satisfaction 50 1.80 5.00 3.2480 .74237
environment 50 1.20 11.20 3.6360 1.32892
teaching 50 1.40 9.40 3.6320 1.28816
image 50 1.60 4.80 3.2520 .77387
quality 50 1.00 4.60 3.300 .81140
Correlations
satisfaction Environment teaching Image quality
Satisfaction 1
Environment .357 1
Teaching .126 .184 1
Image .563 .281 .350 1
Quality .579 .427 .239 .671 1
Correlation is significant at the 0.05 level (2-tailed).
Correlation is significant at the 0.01 level (2-tailed).

Regressions

Std. Error of the

Model R R Square Adjusted R Square Estimate

1 .643a .414 .361 2.96610

a. Predictors: (Constant), quality, teaching, environment, Image

Coefficients

Unstandardized Coefficients Standardized Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 5.702 2.097 2.720 .009

environment .082 .071 .147 1.161 .252

teaching -.056 .071 -.097 -.794 .432

Image .338 .153 .352 2.202 .033

quality .277 .150 .303 1.851 .071

a. Dependent Variable: satisfaction

Research analysis
Survey respondents included 24 male (48%) and
26 females (52%). Majority of the respondents
were between 21 years to 25 years of age showing
68% of whole sample. 68% of respondents were
having undergraduate level of education while
30% had master level of education. 12% Student
join university between years 1-2, 54%in
majority who respond to questionnaire have 2-3
years duration. 30% students have duration
between 3-4 years. And 4% students have their
final year in university.
Description Analysis
Descriptive outcome expose varying results of
independent variables (learning environment,
teaching methodology, university image and
service quality Student satisfaction is our
dependent variable. The highest calculated mean
of learning environment and teaching
methodology (3.63) shows student satisfaction
towards university, its shows that in Gift
university students gain -quality of education in
an appropriate infrastructure and quality of
facilities are available to them. Next independent
variable Service quality mean (3.3) shows that
student respond neutral on the services provided
by the university, Management, student affairs
and examiner department but mean shows that
students are not highly satisfied to them.
University image mean (3.25) that was also
neutral on student minds. Dependent variable
Student satisfaction 3.24 shows that these
variables highly affect student satisfaction.
Correlation Result
Correlation matrix was used to verify the
existence of relationship between the
independent variables i.e. learning environment,
teaching method, university image, service
quality and dependent variable student
satisfaction. Correlation is varying from -1to +1
(perfect or high negative correlation).
The correlation matrix indicates that student
satisfaction is positive correlated with the
learning environment (.357) at level of 0.01.
Similarly the teaching method is significantly
weak positive correlated with student satisfaction
(.126). University image has strong positive
correlated with student satisfaction (.563). After
that the service quality was also strong positive
correlated with student satisfaction (.579).
 And the correlation of learning
environment with teaching methodology
was weak positive that was .184, with
university image .281 that also weak
positive and with university image
correlation was .427.
 Teaching methodology had positive
relation with university image was .350
and with service quality .239 that was
also positive correlated
 University image has strong positive
relation with service quality that was
.671 correlated.
Regression
With the help of Independent variables (learning
environment, teaching methodology, and
university image and service quality), dependent
variable (student satisfaction satisfaction)
Adjusted R square = 0.361 its mean that only .36
percent best fitted there are 64% some other
variables who affect student satisfaction in case
of high and low level of STD, but due to some
reasons we cannot include those variables.
Correlation Coefficients, express the degree to
independent variables are related to the
dependent variable. We have values of
coefficients, learning environment, teaching
methodology, and university image and service
quality 0.82, -0.56, 0.33 and 0.27 respectively.
All values reflect positive and comparatively high
relatedness but teaching methodology has
negative relation with student satisfaction.
Conclusion
In this our research we select the student
satisfaction level in the university with the
respect of different factor analysis. The
relationship of the learning environment,
teaching method, university image, and service
quality are the main factors to increase the
student’s satisfaction level in university. That’s
the major point which is enhancing the student
satisfaction level at the GIFT University.
Teaching methodology at the GIFT University is
not satisfied for the students but teaching is a very
important factor to increase the student
satisfaction level in university. The relationships
of students and teachers is not good according to
our research
The university image in society is also good and
a better relation with businesses that is from the
respondents’ response.
Students is a product of university so university
is more focus on marketing and advertisement
then the students are more satisfied and proud to
say that they are the part of GIFT University..
Limitation
Our stage on research is very first in BBA level
so we have a less skills from researchers who are
a very experienced and knowledgeable about the
research and others like in society and in the real
world. May be we not make a good report on
student satisfaction which is beneficial for the
universities and societies both parties who are a
major play role in society. We read many article
and observed that researcher have a very broad
mind and update knowledge but we have not a
better or at a level of researchers knowledge. But
we struggle that after a sometime we are in a
position of researcher and better research for
academic and business research. So this is may be
gape and also a limitation in our study
Another limitation also lies here in our research
that it is we do not publish this research in a
journal because we first have a approval from our
instructor who are supervise us and also first
approval from university where we are study so if
we publish this research with a wrong way than
may be there is some problem us. So this is a
limitation of our study.
After that another limitation in our study that is
we have less time for us to make or conduct a
research. So that we are unable to apply some
theories and not a good participate in our research
as a result we also don’t have a good research on
student satisfaction that is a very interesting and
benefit for students and university.
Discussion
In this study to conduct the factors which are
enhance the student satisfaction and all these
factors are also how much enhance the
satisfaction of students in GIFT University. We
take the some independent variable i.e. learning
environment, teaching method, university image,
service quality and dependent variable student
satisfaction. In this all the variable accepted
except the service quality which is does not
explain strongly.
In our research analysis of correlation coefficient
all independent variables have positive relation
with dependent variable student satisfaction but
teaching methodology shows negative beta which
shows that students are not satisfied with teachers
teaching skills may be it could be gender
discrimination between males and females
mostly male student said that teachers give
priority to females but this data is on sample
based it is possible that all students have not this
type of mind
Recommendation
According to our results the mechanism of study
should be changed according to future need,
innovative and appropriated teaching
methodology should to be adopted to enhance
student satisfaction because this variable also
shows weak positive relation in correlation.

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