Service quality at Varsity Colleges in Durban North and Westville : students' perceptions

Abstract

Customer satisfaction, customer value and service quality have become the primary focus of service organisations in today’s customer era. The higher education industry is no different. As higher education institutions strive for competitive advantage, customer service and service quality are becoming driving forces. Today, service quality is recognized as one of the most important factors in developing and maintaining successful relationships. Superior service quality leads to enhanced customer satisfaction and increased loyalty. Institutions that focus on superior quality service can enjoy a distinctive competitive edge since improved levels of service quality are linked to higher revenues, higher customer retention and increased market shares. The aim of this research study was to evaluate customer service quality at Varsity Colleges in Westville and Durban North. The SERVQUAL questionnaire was used as the instrument to measure students’ expectations and perceptions according to five quality dimensions. Four hundred and fifty one respondents were selected from the two campuses using non-probability sampling and convenience sampling. Descriptive and inferential statistical techniques were used to analyse the data. Conclusions and recommendations were made from the findings of the research study. The study revealed that students’ expectations of service quality exceeded their perceptions on the five service quality dimensions used in the SERVQUAL questionnaire. Improvements are necessary in certain dimensions of service quality. In order to improve service quality, it is recommended that Varsity Colleges close these gaps by ensuring that apt strategies are put into place in order to improve service quality.