Chapter 2 Literature Review
2.1 Theoretical Background
2.1.1 UUM image
The items to use to develop image dimension are drawn from unpublished research
study (Turner 1999). These item is categorized into three component, named “Study
Environment”, “Practicality”, and “Conservativeness”. First measured such as whether the
institution is a friendly, supportive, innovative intitution, student focus, and offering a good
range of courses. The second measured how practically focused the courses were, whether
entry was flexible, and how “job oriented” the study programs were. And the third mearured
is “conservativeness” was a measure of whether the institution was long-established, or
perceived as thaditional or prestigious.
Usually, the first thing that attract student to choose a university for study is because
their image. Whether the UUM is make the thing easier for the student, always update their
facility and learning method, focus to their student, and also offering a good range of courses.
The student also consider how it is oriented to the work of the program study. If UUM meet
all of this criteria, means that UUM is a prestigious university. Its such a pride for the
students who study on there.
2.1.2 Service Quality
Lewis & Booms in Tjiptono & Chandra (2007: 121) defines service quality as a measure of
how well the level of service provided is able to meet customer expectations. Based on this
definition, the quality of services can be realized through the fulfillment of customer needs and
desires and accuracy of delivery to compensate for customer expectations. Thus, there are two main
