Customer perceptions of quality service delivery within the department of Financial Aid at a University of Technology

Abstract

With over thirty-four Private Universities in South Africa targeting students (customers) by marketing their services; offering free learning devices, state-of-the-art learning tools, modern amenities and other visually appealing packages, it has become imperative for Public Universities to find ways and means to secure the best students (Customers) to sustain their image and service excellence. For this study, a service quality tool known as the SERVQUAL/RATER model was used to measure a public University of Technology's Customer Perceptions of Quality Service Delivery within the Department of Financial Aid. Both one-on-one interviews and online questionnaires were applied using the SERVQUAL/ RATER genetic formula (SQ= E-P) to form part of the qualitative and quantitative methods to achieve the most accurate results. These results were achieved by measuring the five dimensions: tangibles, responsiveness, reliability, assurance and empathy. Using forty statements, rating customers' expectations minus rating customers' perceptions established the gaps. In this study, all five dimensions of the SEQUAL/ Rater model displayed negative quality services. According to the attached statistical report, the largest gap (-2.01) was established from responsiveness, making this an even greater challenge for Public Universities since this reflects that they take long periods to respond to the issues of students. Recommendations were made for amenities such as access ramps for differently abled students and staff performance/project workshops to be held. Developing a few direct NSFAS helpline stations with their central information call-logging system generating reference numbering is highly recommended to reduce student waiting periods and frustrations and improve quality service delivery overall.