Impact of Service Quality on Students’ Satisfaction in Public Universities of Pakistan

Abstract

The study examines the complex interplay between service quality, student happiness, university sustainability strategies, and motivation, particularly emphasizing the elements that regulate and mediate these connections in Pakistan's public institutions. Primary data were acquired online using Google Form surveys from senior students enrolled at level 6th of the Pakistani Qualification Framework, with a population of 1.96 million and a sample size of 515 individuals. The sample employed descriptive and quantitative analysis to explain all hypotheses using partial least squares (PLS). This study has added to the literature on higher education service quality by investigating relationships between service quality, university sustainability, motivation, and student happiness. It sheds light on the complex factors that shape the educational experience in Pakistan's public institutions. It also serves as a basis for future research and practical initiatives in higher education management and policy. Comparative research of public and private sector university students is required to address the increasing difficulties that affect students in Pakistan's higher education industry.