The Impact of the Balanced Scorecard Effectiveness in Evaluating the University Intangible Service Quality from the Beneficiaries’ Viewpoint: A Case Study of Undergraduate Students at the University of Science and Technology – Hodeidah Branch

Abstract

The study aimed to measure the impact of the balanced scorecard (BSC) effectiveness in evaluating the University Intangible Service Quality (UISQ) from the perspective of undergraduate students of the University of Science and Technology, Hodeidah Branch. To achieve the study objective, the Structural Equation Modeling (SEM) was adopted and the questionnaire was used for data collection. The questionnaire was distributed to a sample of 276 students. Only 199 questionnaires were valid for analysis, and Smartpls4 v4.0.7.5 program was used to analyze the data. The study findings revealed a high statistically significant impact of the BSC effectiveness, whose dimensions had disparities. The financial dimension was the highest, followed by the internal operations and the learning and growth dimension. However, there was no impact of the customer dimension on evaluating the UISQ from the viewpoint of the undergraduate students of the University of Science and Technology in Hodeidah. In light of these results, the study concluded that the university students have great interest in the BSC and its dimensions in evaluating the UISQ. The study recommended the leadership of the University of Science and Technology, Hodeidah Branch to pay more attention to the UISQ in all its dimensions, including students’ satisfaction and their awareness of the value of services offered to them.