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

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dc.contributor.advisor Penceliah, Soobramoney
dc.contributor.advisor Govender, Jeevarathnam Parthasarathy
dc.contributor.author Devnarrian, Pravesh
dc.date.accessioned 2012-02-14T13:46:13Z
dc.date.available 2013-09-01T22:20:12Z
dc.date.issued 2011
dc.identifier.other 409632
dc.identifier.uri http://hdl.handle.net/10321/684
dc.description Dissertation submitted in fulfilment of the requirement for the Masters Degree in Technology: Marketing, Durban University of Technology, 2011. en_US
dc.description.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. en_US
dc.format.extent 134 p en_US
dc.language.iso en en_US
dc.subject.lcsh Consumer satisfaction en_US
dc.subject.lcsh Customer services en_US
dc.subject.lcsh SERVQUAL (Service quality framework) en_US
dc.subject.lcsh Universities and colleges--South Africa--Durban en_US
dc.title Service quality at Varsity Colleges in Durban North and Westville : students' perceptions en_US
dc.type Thesis en_US
dc.dut-rims.pubnum DUT-000729


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