ALIGNING EXPECTATIONS: CUSTOMER REQUIREMENTS FULFILMENT AND STUDENT SATISFACTION WITH EXAMINATIONS MANAGEMENT IN ISO 9001:2015 CERTIFIED UNIVERSITIES IN KENYA

John Wacira Chiri, Betty Jeruto Tikoko, Antony Mang’oka Somba

Abstract


Universities in Kenya operating under ISO 9001:2015 quality management systems are expected to consistently deliver efficient, transparent, and reliable academic services that fully meet student expectations, particularly in critical processes such as examinations management. However, the current situation in many Kenyan public universities reveals persistent inefficiencies in examinations management despite ISO 9001 certification. This study, therefore, sought to examine the relationship between meeting customer requirements and student satisfaction with examinations management in ISO 9001: 2015 certified universities in Kenya. The study was guided by the Service Quality (SERVQUAL) model and Deming’s Theory of Quality Management. The study adopted the convergent parallel mixed method research design and targeted final-year students and university management members in 24 ISO 9001:2015 certified universities in Kenya. Proportionate and stratified simple random sampling techniques were used to select 19 public and two private universities. Purposive sampling was used to select 76 university management members who served as the key informants, while the simple random sampling technique was used to select 380 final-year students. Both a student satisfaction questionnaire and an interview guide for the management were used for data collection. Quantitative data were analysed using descriptive and inferential statistical methods comprising means and standard deviations as well as bivariate regression analysis, respectively supported by SPSS version 28.0. Qualitative data were thematically analysed using NVivo 14.0 software. The study established that meeting customer requirements is a central driver of student satisfaction with examinations management in ISO 9001:2015 certified universities in Kenya. Grounded in SERVQUAL, particularly reliability and responsiveness, the findings affirm that satisfaction is achieved when services are delivered accurately, consistently, and in a timely manner. Universities should, therefore, enhance operational consistency in examinations management by standardizing processes and enforcing clear service timelines across departments.

Keywords


customer focus, meeting customer requirements, student satisfaction, examinations management, SERVQUAL

Full Text:

PDF

References


Amoako, G., Ampong, G., Gabrah, A., Heer, F., & Adjei, A. (2023). Service quality affecting student satisfaction in higher education institutions in Ghana. Cogent Education, 10(2). https://doi.org/10.1080/2331186X.2023.2238468.

Andleeb, S., & Ahmad, J. (2020). Institutional Internal Quality Assurance Assessment Practices and Student Satisfaction. Journal of Public Value and Administrative Insight, 3(3), 117–144. Retrieved from https://www.researchgate.net/publication/345804606_Institutional_Internal_Quality_Assurance_Assessment_Practices_and_Student_Satisfaction

Anttila, J., & Jussila, K. (2017). ISO 9001:2015 – a questionable reform. What should the implementing organisations understand and do? Total Quality Management and Business Excellence 28(9-10). https://doi.org/https://doi.org/10.1080/14783363.2017.1309119

Abd Rahim, A. S., & Mohd Asaad, M. N. (2018). The Implementation of ISO 9001: 2015 to Improve Quality of Service at Pusat Kesihatan University (PKU), Universiti Utara Malaysia (UUM). Journal of Technology and Operations Management, 13(2), 67–77. https://doi.org/10.32890/jtom2018.13.2.7

Andiva, Z. K. (2019). Influence of ISO 9001: 2008 Quality Management System on Academic Staff’s Service Delivery in Public Universities in Kenya. [Doctoral Dissertation] Maseno University.

Andiva, Z. K., & Simatwa, E. M. W. (2018). Influence of ISO 9001: 2008 quality management systems on academic staff’s service delivery in teaching in public universities: An analytical study. Int. J. Curr. Res, 10, 69654-65. Retrieved from https://www.journalcra.com/article/influence-iso-90012008-quality-management-systems-academic-staff%E2%80%99s-service-delivery-teaching

Anyango, K. E., Ngui, T., Mulili, B., & Achuora, J. (2018). Effect of Total Quality Management Practices on Student Satisfaction in Public Universities in Kenya. Global Scientific Journals, 6(8), 554–572.

Boiyon, E. K. (2022). Relationship between ISO 9001 Certification and Customer Satisfaction in Public Universities in Kenya [Doctoral Thesis]. University of Kabianga. Retrieved from https://ir-library.kabianga.ac.ke/items/298918e9-5bd2-4f44-8857-7e787e77b571

Creswell, J., & Creswell, D. (2023). Research design: Qualitative, quantitative and mixed methods approaches. Sage Publications Ltd. Retrieved from https://books.google.ro/books/about/Research_Design.html?id=bttwENORfhgC&redir_esc=y

Baruch, Y., & Holtom, B. C. (2008). Survey response rate levels and trends in organizational research. Human Relations, 61(8), 1139-1160. https://doi.org/10.1177/0018726708094863

Bhardwaj, M., Bawa, R. S., & Singh, S. (2020). Market of Higher Education: Students as Potential Customer PalArch's. Journal of Archaeology of Egypt/Egyptology, 17(6), 6312-6326. Retrieved from https://www.researchgate.net/publication/346785191_MARKET_OF_HIGHER_EDUCATION_STUDENTS_AS_POTENTIAL_CUSTOMER

Boiyon, E. K. (2022). Relationship between ISO 9001 Certification and Customer Satisfaction in Public Universities in Kenya [Doctoral Thesis]. University of Kabianga. Retrieved from https://ir-library.kabianga.ac.ke/items/298918e9-5bd2-4f44-8857-7e787e77b571

Butt, S., Umair, T., & Tajammal, R. (2024). Nexus between Key Determinants of Service Quality and Students’ Satisfaction in Higher Education Institutions (HEIs). Annals of Human and Social Sciences, 5(2), 659-671. https://doi.org/10.35484/ahss.2024(5-II-S)62

Camango, C., & Cândido, C. J. (2023). ISO 9001 maintenance, decertification and recertification: a systematic literature review. Total Quality Management & Business Excellence, 34(13-14), 1764-1796.

Cochran, W.G. (1977). Sampling techniques (3rd ed.). New York: John Wiley & Sons. Retrieved from https://books.google.ro/books/about/Sampling_Techniques.html?id=xbNn41DUrNwC&redir_esc=y

Deming, W. E. (1986). Out of the crisis. MIT Press. Retrieved from https://direct.mit.edu/books/monograph/4192/Out-of-the-Crisis

Dibek, M. T. (2025). ISO 10002 Applications in Higher Education: The Contribution of Customer Satisfaction Management Systems to Institutional Development and Continuous Improvement. Excellence, Performance and Innovation in Quality, 1(1), 17-30.

Fleming, R. S., & Kowalsky, M. (2025). Understanding Customer Expectations. In Realizing Organizational Effectiveness: Achieving Success and Resilience (pp. 131-133). Cham: Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-80516-5_58

Fowler Jr, F. J. (2013). Survey research methods. Sage Publications. Retrieved from https://books.google.ro/books/about/Survey_Research_Methods.html?id=GcKhAQAAQBAJ&redir_esc=y

Gamit, A. M., Santos, A. R., Armas, K. L., & Villegas, M. N. (2024). Implementation of ISO 9001: 2015 In State Universities and Colleges: A Quality Management, Organizational Performance and Legal Framework. Corporate Law & Governance Review, 6(4). https://doi.org/10.22495/clgrv6i4p9

Goel, K. (2026). Impact of service quality dimensions on student satisfaction, academic achievement and self-perceived employability in business schools: a HEDQUAL approach. Journal of International Education in Business, 1-21. https://doi.org/10.1108/JIEB-05-2025-0067

Grunwald, G., Kara, A., & Shrivastava, P. (2026). Fundamentals and Principles of Relationship Quality Management in the Sustainability Transformation of Higher Education Institutions. In Sustainability Transformation of Higher Education Institutions: A Relationship Quality Management Perspective (pp. 21-50). Cham: Springer Nature Switzerland. https://doi.org/10.1007/978-3-032-11588-1_2

Hussein, B., Abou-Nassif, B., Aridi, M., Chamas, M., & Khachfe, H. (2017). Challenges and prospects of implementing ISO 9001:2015 in Lebanese higher education institutions. Journal of Resources Development and Management, 33, 41-51. Retrieved from https://www.researchgate.net/publication/317304811_Challenges_of_Implementation_of_ISO_90012015_in_the_Lebanese_Higher_Education_Institutions

Ikram, M., & Kenayathulla, H. B. (2023). Education Quality and Student Satisfaction Nexus Using Instructional Material, Support, Classroom Facilities, Equipment and Growth: Higher Education Perspective of Pakistan. Frontiers in Education, 8, 1–15. https://doi.org/10.3389/feduc.2023.1140971

Ishak, N. H., Ali, Z., & Zawawi, R. (2021). Students’ Satisfaction on Services Quality: Comparison between Public and Private Universities in Klang Valley. Journal of Design and Built, 14(1), 113–125. ISO 9001:2015. Quality management systems – Requirements. Retrieved from https://spaj.ukm.my/jsb/index.php/jdb/article/view/562

Kandie, H. K. (2019). Role of Quality Management System Implementation on Students’ Satisfaction in ISO 9001: 2008 Certified Universities in Kenya [Doctoral Dissertation] JKUAT-COHRED.

Kanori, E.N., Kimani, G.N, & Kalai, J.M. (2020). Service tangibility, teaching and learning, and Students' satisfaction at the University of Nairobi, Kenya. Journal of Pedagogy, Andragogy and Heutagogy in Academic Practice,1(2), 16-28. Retrieved from https://erepository.uonbi.ac.ke/items/38e1dcb0-f0c1-4590-93ba-2c57b936aadb

Kegoro, H. O., & Anyango, J. A. (2020). Continuous Improvement on Operational Performance of Selected Public Universities in Kenya. The International Journal of Humanities & Social Studies, 8(3). https://doi.org/10.24940/theijhss/2020/v8/i3/HS2003-061

Khattab, F. (2019). Investigating the service quality dimensions and their impact on university students’ satisfaction in a private higher education institution in Lebanon. [Doctoral Dissertation] Staffordshire University. Retrieved from https://dl.acm.org/doi/10.5555/AAI28130118

Kiarie, N. (2020). Challenges and prospects of implementation of ISO 9001:2015 in TVET institutions: The case of Nkabune Technical Training Institute. Africa Journal of Technical & Vocational Education & Training, 5(1), 84- 95. https://doi.org/10.69641/afritvet.2020.51106

Kimaita, J. N., Kabue, H., Ochola, P., & Kiriinya, S. N. (2023). Effect of Service Quality Dimensions on Students’ Satisfaction in Selected Chartered Universities in Kenya: A Multinomial Regression Application. Innovare Journal of Education, 11(5), 27–32. https://doi.org/10.22159/ijoe.2023v11i5.49140

Kirui, J.K. (2019). Satisfaction with Quality and Relevance of University Education: Views from Students of Selected Universities in Kenya. Journal of Marketing and Consumer Research, 54(2019), 24–36.

Kiura, G. M. (2023). Behavioral detection and prevention of cheating during online examination using a deep learning approach. [Doctoral Thesis] Kenya Methodist University. Retrieved from http://repository.kemu.ac.ke/handle/123456789/1756

Kotler, P., & Keller, K. L. (2016). A framework for marketing management, global edition. New York City: Pearson. Retrieved from https://books.google.ro/books/about/Framework_for_Marketing_Management_A_Glo.html?id=Ma0hCgAAQBAJ&redir_esc=y

Lukong, B., & Chingang, D. (2010). Using SERVQUAL model to assess service quality and customer satisfaction: an empirical study of grocery stores in Umea. Umea School of Business.

Maqbool, M. A., Altaf, F., & Bibi, S. (2023). Challenges Encountered by Quality Management System ISO 9001:2015 Implementation at the Universities. Pakistan Languages and Humanities Review, 7(3), 594–602. https://doi.org/10.47205/plhr.2023(7-III)52

Mbaka, P. K., Jagero, N., & Njagi, M. W. (2017). Influence of ISO 9001:2008 Quality Management System on the Reliability of Services Offered in Public Universities in Kenya. European Journal of Research and Reflection in Educational Sciences, 5(4), 22–31.

Moquillaza-Henríquez, S., Vega-Huerta, H., De-la-Cruz-VdV, P., Cabrera-Diaz, J., Solis, R. M., Maquen-Niño, G. L. E., & Lázaro-Guillermo, J. C. (2025). Model to improve the quality of services and the skills of young university students. J. Inform. Syst. Eng. Manag., 10, 777-796. Retrieved from https://doi.org/10.52783/jisem.v10i12s.1949

Muchai, J. (2023). Effects Of Iso 9001: 2015 Quality Management System Implementation on Post-Examination Service Delivery in Public Universities in Kenya (Doctoral dissertation, MksU Press). Retrieved from https://ir.mksu.ac.ke/items/3f9854b9-0c82-43de-8869-67b3cff71a3a

Mulongo, M.A. (2020). Effectiveness of university examinations management strategies in mitigating exam malpractices in Kenya. (DPhil Thesis, Karatina University, Kenya). Retrieved from https://www.proquest.com/openview/92587fc7ad48bdc6c808d7024f26aad6/1?pq-origsite=gscholar&cbl=4672073

Mulwa, D., & Amukowa, W. (2022). Continual Improvement as Per the ISO 9001: 2015 Quality Management System and Post-Examination Services Delivery in Public Universities in Kenya. European Journal of Education Studies, 9(9). http://dx.doi.org/10.46827/ejes.v9i9.4462

Ojwang, C. W., & Chemwei, B. (2026). Preparing Kenyan Public Universities for Competency-Based Education: A Systematic Review of Institutional Transformation, Academic Framework Redesign, and Implementation Readiness. International Journal of Transdisciplinary Research and Perspectives, 2(7), 41-60. https://doi.org/10.65138/ijtrp.2026.v2i7.67

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50. https://doi.org/10.2307/1251430

Schmuck, R. (2021). Comparison of the ESG guidelines used in the European higher education sector with the principles of the ISO 9001: 2015 Quality Management Standard. Quality-access to Success, 22(181). Retrieved from https://www.researchgate.net/publication/345686085_Comparison_of_the_ESG_Guidelines_Used_in_the_European_Higher_Education_Sector_with_the_Principles_of_the_ISO_90012015_Quality_Management_Standard

Tiyarattanachai, P., & Phurinan, T. (2024). Exceeding Customer Expectations in the Service Business. วารสาร ปัญญา ภิ วั ฒ น์, 16(1), 292-304. Retrieved from https://so05.tci-thaijo.org/index.php/pimjournal/article/view/269557

Wanza, L., Ntale, J. F., & Korir, M. K. (2017). Effects of quality management practices on performance of Kenyan universities. International Journal of Business and Management Review, 5(8), 53–70. Retrieved from https://www.semanticscholar.org/paper/EFFECTS-OF-QUALITY-MANAGEMENT-PRACTICES-ON-OF-Wanza-Ntale/01f6f76447643655530ebb60b72f3eb95a1d1af3




DOI: http://dx.doi.org/10.46827/ejes.v13i10.7037

Refbacks

  • There are currently no refbacks.


Copyright (c) 2026 John Wacira Chiri, Betty Jeruto Tikoko, Antony Mang’oka Somba

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright © 2015-2026. European Journal of Education Studies (ISSN 2501 - 1111) is a registered trademark of Open Access Publishing Group. All rights reserved.

This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library (Biblioteca Nationala a Romaniei). All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All authors who send their manuscripts to this journal and whose articles are published on this journal retain full copyright of their articles. All the research works published on this journal are meeting the Open Access Publishing requirements and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License (CC BY 4.0).