School of Business, Monash University, Malaysia
Universiti Utara, Malaysia
In this paper, the researchers attempt to incorporate the
marketing theory (specifically the service quality model) into the
education system. The service quality measurements have been
employed to investigate its applicability in the education
environment. Most of previous studies employ the regression-based
analysis to test the effectiveness of course evaluations and
teaching. In econometric term, the use of regression-based analysis
contains some bias. This is because it does not capture the complex
and interaction terms of the variables under study. In this article,
the authors try to compare the use of a loglinear model versus the
widely used normal-regression analyses to evaluate the students'
course evaluations of Spanish classes at Universiti Utara Malaysia.
SERVQUAL model has been employed in order to examine the usefulness
of the model under study. The findings from the study shows that the
loglinear model provides a better analytical procedure for students'
course evaluation as it is able to explain more variation in the
model under study.
SERVQUAL, regression analysis, Spanish classes,
course evaluation, loglinear model