Investigating service quality perceptions of ChemSystems paper division customers.
Loading...
Date
2017
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
The manufacturers of pulp, paper and tissue in South Africa are facing a difficult challenge
to remain competitive and to continuously produce paper products that are economically
viable. The steady increase in imported paper products has placed these manufacturers
under pressure to streamline their operations to reduce input costs and to remain
competitive. Therefore, they have to resort to cost reduction initiatives, which have a direct
impact on profitability for specialty chemicals suppliers that form part of the pulp and paper
making value chain. Consequently, there is fierce competition amongst specialty
chemicals suppliers in the industry to retain market share and profitability. ChemSystems
Paper division is one of the many specialty chemical suppliers facing the challenging task
of trying to maintain its competitive advantage under the current conditions. This
competitiveness amongst specialty chemicals suppliers has rendered them to become
increasingly similar in their product offering. Therefore, it was critical for ChemSystems to
formulate a differentiation strategy to improve customer satisfaction, retention and
profitability, based on service quality. In order to identify important factors contributing to
service quality, a cross-sectional quantitative SERVQUAL investigation was conducted
among pulp, paper and tissue manufacturers. The aim of this investigation was to assess
the service quality level delivered by ChemSystems Paper division to its customers by
identifying gaps between expectations and perceptions of service quality. The researcher
used a questionnaire which had a five-point Likert Scale, and the questionnaire was linked
to quality dimensions relating to the paper industry. By adopting a judgement sampling, a
population of 92 respondents was identified, thereafter a census approach was executed
where the questionnaires were distributed to all respondents in the population, where 77
participated. The researcher used Statistical Package for Social Sciences, Version 24 for
descriptive as well as inferential statistical analysis. The findings indicated that all
expectations of service quality exceeded the customer perceptions. It was also found that
customer expectations of service quality in order of priority did not align with their
perceptions on services provided by ChemSystems Paper division. Hence, the
recommendations were put forward to address the misalignment, and to close the service
quality gaps identified.
Description
Masters Degree. University of KwaZulu-Natal, Durban.