Exploring Student Experience at Bahria University Islamabad Campus : A Pursuit of Getting Quality Education

Abstract

The economy of the world was once at its boom based on product sector and the service sector had a minor percentage. Today’s post modern era consists and lays emphasis on increasing service sector that is becoming the unique selling point of any organization. Firms are moving beyond their standard products and focusing on the service part to delight their customers. One of the sectors of service industry is the education sector that is striving to maintain their position in competitive environment. Secondary education sector has now realized their role as a service industry. They have started treating their students as ‘customers’ that are the main reasons for a service firm to flourish. Universities need to come out of their standard learning and teaching procedures and change their environments according to student requirements. Education firms that tailor their learning environment according to the expectations of students are building on their brand image and a loyal customer base. The Bahria University Islamabad campus is concerned about the needs of students and is working to fulfill their requirements. Hence, this project aims to find the expected and perceived experience of students at Bahria University Islamabad Campus. The purpose is to identify the gap that needs to be worked out by university.Five dimensions regarding student experience at University have been taken under study. Students have been interviewed to know their experiences and the areas where University lacks in fulfilling students expectation. This research has helped to analyze the student views on brand name and their satisfaction levels regarding five dimensions. The study reveals some results to improve the quality of education at Bahria University Islamabad campus through student feedback.