https://gprjournals.org/journals/index.php/ijcm/issue/feed 2025-07-22T13:55:18+00:00 Chief editor journals@gprjournals.org Open Journal Systems <p><strong>International Journal of Communication and Marketing</strong> (IJCM) is a peer-reviewed and affordable journal that is published by GPR Journals to develop a coherent network of communication and marketing. The scope of IJCM include, but not limited to, Business Communication, Corporate Branding, Customer Relations, Digital Marketing, Internet Communication, Marketing Mix, Marketing Policies, Marketing Strategies, Media Studies, Public Relations, Social Media Marketing, Trans-Media Storytelling, etc. With open access publishing model, IJCM is determined to offer high visibility for maximum global exposure to authors who publish their manuscripts. Manuscripts submitted to this journal are published online and can be printed as hard copies upon author’s request. Papers can be submitted via email to <a href="mailto:journals@gprjournals.org" target="_blank" rel="noopener">journals@gprjournals.org</a> or <a href="https://gprjournals.org/online-submission/">online submission.</a></p> https://gprjournals.org/journals/index.php/ijcm/article/view/387 2025-07-22T13:55:18+00:00 Kabinaa Enoch Suglo journals@gprjournals.org Sherif Ziblim journals@gprjournals.org

<p style="text-align: justify; margin: 6.0pt 0in 6.0pt 0in;"><strong>Aim: </strong>This study examined the effect of administrative support as a component of higher education customer service on undergraduate student satisfaction at a university college.</p> <p style="text-align: justify; margin: 6.0pt 0in 6.0pt 0in;"><strong>Methods: </strong>A quantitative cross-sectional descriptive design was used. The study adopted a census sampling technique, involving all 464 accessible undergraduates at the university college. Data were collected using structured, closed-ended questionnaires and analyzed using descriptive statistics and simple linear regression.</p> <p style="text-align: justify; margin: 6.0pt 0in 6.0pt 0in;"><strong>Results:</strong> Participants reported moderate to high perceptions of administrative staff’s knowledgeability (M = 3.14, SD = 1.04), responsiveness (M = 2.73, SD = 1.12), and communication effectiveness (M = 2.59, SD = 1.12). Regression analysis revealed a statistically significant, though weak, positive relationship between administrative support and student satisfaction (r² = 0.033, p &lt; 0.001).</p> <p style="text-align: justify; margin: 6.0pt 0in 6.0pt 0in;"><strong>Conclusion: </strong>The study concludes that administrative support, as a dimension of higher education customer service, has a statistically significant but modest positive effect on student satisfaction.</p> <p style="text-align: justify; margin: 6.0pt 0in 6.0pt 0in;"><strong>Recommendation:</strong> It is recommended that administrative staff in higher education institutions should strengthen responsiveness and communication through regular training in customer service and student engagement strategies to sustain student satisfaction and loyalty.</p>

2025-07-22T00:00:00+00:00 Copyright (c) 2025 Suglo, Kabinaa Enoch, Sherif Ziblim