An exploratory study of students’ expectations and perceptions of service quality in a South African higher education institution
- Authors: Williams, Alyssa Shawntay
- Date: 2018
- Subjects: SERVQUAL (Service quality framework) , Relationship marketing , Consumer satisfaction , Sampling (Statistics) , College students Attitudes , Universities and colleges South Africa
- Language: English
- Type: text , Thesis , Masters , MCom
- Identifier: http://hdl.handle.net/10962/63844 , vital:28496
- Description: Within the past few years, higher education institutions have come under an exorbitant amount of pressure to restructure, increase funding and grow student numbers, whilst still preserving the service quality they offer. The purpose of this study is to measure students’ expectations and perceptions in a higher education institution and establish how significant of a gap exists between what is expected and what is perceived. The instrument utilised within the present study is SERVQUAL. A convenience sampling approach was adopted, furthermore, both descriptive and inferential statistics were used to analyse the data pertaining to the objectives concerning students’ gap between expectations and perceptions and hypotheses regarding the gap between students’ differences in each faculty, respectively. The study found that there were gaps in all dimensions with the order being, from highest to lowest: Reliability – Responsiveness – Assurance – Empathy – Tangibility. In addition, the significant difference in means according to faculty was established and the only dimension with a significant difference was Empathy. These results were used to offer recommendations to management, faculties and departments of the higher education institution under study about where they are deficient, consequently, improving their services to enhance their service quality and increase their competitive advantage but without financial strain. Overall, the conclusions the present study reached was that students and higher education institutions need to have a mutual interest in their relations. This means that as much as higher education institutions need to provide high service quality to students, students need to be willing to provide feedback and interact.
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An evaluation of the quality of customer service provided to large power users by Eskom in the Eastern Cape
- Authors: Caza, Akhona Nobusi
- Date: 2014
- Subjects: Eskom (Firm) -- Evaluation , Customer services -- South Africa -- Eastern Cape -- Evaluation , Customer services -- South Africa -- Eastern Cape -- Quality control , SERVQUAL (Service quality framework) , Gap analysis (Planning)
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:862 , http://hdl.handle.net/10962/d1020610
- Description: The aim of this research is to evaluate the level of service quality provided by Eskom to its Large Power User (LPU) customer segment in the Eastern Cape. The research uses the SERVQUAL model in order to assess the customers’ expectations and perceptions of the service provided by Eskom. This evaluation report comprises three sections. Section one consists of (a) a review of service quality literature that exists and is applied to Eskom where relevant, (b) a summary of the method used to conduct the research, (c) the research findings, and (d) a discussion of the research findings and recommendations. Section two consists of a review of the key concepts identified for this study as follows: (a) defining customer service quality by looking at the concepts of the customer, service, quality and the dimensions of quality, (b) the importance of service quality, (c) the components of service quality in Eskom, (d) models of service quality, and (e) the SERVQUAL model used in this study. Section three consists of the detail of the research methodology used to conduct this study. The Gap Model of Service Quality (Parasuraman et al., 1985:44) is evaluated in order to understand the gaps between expected and perceived service. The provider gap (Zeithaml et al., 2006: 34) is also reviewed in order to identify the gaps that occur within the organisation. An extensive review of customer service quality models is undertaken before a discussion of the SERVQUAL model, which was used in this evaluation study, is provided. The researcher adopted the critical realism research paradigm and quantitative data was collected from a sample of 120 Eskom customers within the LPU customer segment in the Eastern Cape. These customers were randomly selected from the Eskom Customer Care and Billing database and comprised customers from Port Elizabeth, Aliwal North, Mthatha and East London Areas within the Eastern Cape. The data was collected online through a questionnaire which was based on SERVQUAL and modified for electricity services. The quantitative data obtained from the study is presented in the form of tables and graphs created from the data obtained from the 45 customers who responded to the questionnaire. The gaps between LPU customer perceptions and expectations were calculated for the five SERVQUAL dimensions. The research identifies the existing gaps in the service delivered by Eskom; this is based on the perceptions and expectations of the LPU customers in the Eastern Cape, who participated in the study. The results reveal that gaps exist between LPU customer perceptions and their expectations of the service provided by Eskom in the Eastern Cape. The key findings reveal that the largest gaps are within the reliability and empathy dimensions and the smallest gap is in the tangibles dimension. The recommendations were made on the basis of the gaps which were identified and these focus on the training of the front line staff responsible for servicing customers. It is recommended that this training should include an overview of the organisation’s policies and procedures to enable employees to respond adequately to customer queries. Recommendation is also made on training staff to interact with customers effectively in order to resolve customer queries satisfactorily. Finally, it is recommended that regular assessments of the existing customer service quality levels are conducted in order for the organisation to remain aware of the current customer perceptions and expectations
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