Customer service quality at Durban University of Technology (DUT) Business Studies Unit (BSU).

Abstract

The level of expectation and perceptions from students within South African universities has increased dramatically and therefore requires universities to plan ahead and provide quality service. On the other hand, sponsors for universities are shopping around for best universities that provides quality progammes for their students. Therefore, this suggests that universities must at all times satisfy students needs to be a leader in the market. This paper seek to establish the overall customer service quality at Durban University of Technology (DUT), Business Studies Unit (BSU). Using a quantitative research design and convenience sampling technique, SERVQUAL dimensions of service quality (tangibles, responsiveness, empathy, assurance and reliability) were introduced to establish the student perception and expectations towards the universitiy. The data was collected from 106 students using Mann-Whitney and Kruskal Wallis test. The results and discussion were presented and the findings were as follows; the students rating was on average in terms of responsiveness, suggesting that the university does not respond timeously to students. On the other hand, the university overall customer service quality has been positively well received by students. Students perception and expectations were found high in the assurance and empathy dimension. This suggests that most students at DUT, BSU are satisfied with the current conditions, however, the university must improve on attending student concerns. The study will benefit the university in improving efficiencies and reducing service quality gaps in the system. Further research can be conducted comparing students satisfaction level and student marks.