How Service Quality Dimensions of Lecturers Motivates University Students

This study aims at determining the effect of lecturers’ service quality variables on students’ motivation in a private university in Indonesia. Reaching students’ motivation for learning is a serious objective in higher education. This study, using survey method for data collection, employed quantitative method in examining the hypotheses. Five SERVQUAL dimensions are used to measure their relationship with students’ motivation by using Pearson Correlation Analysis and total of 263 students are chosen as sample. The dimensions of SERVQUAL become the independent variables for measuring the impact to students’ motivation by using Multiple Regression Analysis. The findings show that Assurance variable confirms a positive relationship (r= .273, p < 0.01) and Empathy is also a variable that is positively correlated (r= .353, p < 0.01) with students’ motivation. There is only 1 variable of lecturers SERVQUAL that is significant to students motivation; namely Empathy variable (.027).