CONSUMERS’ PERCEPTION OF QUALITY TOWARDS PRIVATE UNIVERSITIES IN BANGLADESH

Abstract

This study primarily investigates the underlying factors that help to form consumer perception of quality toward private universities in Bangladesh. Five beliefs have been identified as salient to perceive the quality of private universities of Bangladesh. These are quality faculty members, university environment, campus facility, quality education and university image/reputation. Multi-item measures were used for data collection. Results revealed that three factors: campus facility, quality education and university image/reputation have positive and significant influence on perceived quality of private university in Bangladesh. Quality faculty members and university environment do not have significant influence on perceived quality of private university in Bangladesh.