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Strategic Service Quality Challenges Within Metrorail in the Western Cape by NKOSINATHI THEMBINKOSI SKOSANA Submitted in Partia

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Strategic Service Quality Challenges Within Metrorail in the Western Cape by NKOSINATHI THEMBINKOSI SKOSANA Submitted in Partia Strategic service quality challenges within Metrorail in the Western Cape By NKOSINATHI THEMBINKOSI SKOSANA Submitted in partial fulfilment of the requirements for the degree MASTER OF BUSINESS ADMINISTRATION In the Faculty of Business and Economic Sciences at the Nelson Mandela Metropolitan University SUPERVISOR: PROF C. ADENDORFF DATE: NOVEMBER 2019 ACKNOWLEDGEMENTS I am truly grateful and hereby express my gratitude to the following people that have carried me to this point: To Our Heavenly Father who has given me strength, purpose and will to go through this wonderful journey. Glory is thy name. No man is complete without the support, strength and love of a strong woman by his side. To the love of my life, Nontsapho, thank you for the support and understanding throughout this journey. Thank you for taking care of the family when I was submerged in books. To my research supervisor, Prof C. Adendorff, thank you for the guidance and encouragement and most importantly your patience. It has been a great learning curve and I thank you for your time and taking part on this journey. I was truly blessed to have you as my supervisor. To Sinethemba Mnukwa, for your extraordinary patience, continued encouragement, support and the endless administrative duties. It has been a hectic 2 years and I cannot thank you enough. To my syndicate group MBACT17.1 members, C Nkomo, W. Damba, R. Whittaker and J.Tefu. Thank you for all the energy, selfless dedication and support. We came into this journey as strangers and we leave as a family, much love. To my baby sister Lerato Mtsweni, thank you for all the midnight calls and encouragement when times were tough. i To Xola Mayeki, Chumani Stemele, Musa Mosweni my heartfelt appreciation for your assistance with the distribution and capturing of questionnaires. ii ABSTRACT Service quality has become a major area of attention for organisations as there is proven research that highlights a strong link between business performance, customer loyalty, profitability and customer satisfaction. Therefore, understanding factors that influences the organisations service quality becomes vital for managements (Fukey & Issac, 2014). According to (Kotler, 1991), the main objective of any transport organisation is to achieve passenger satisfaction and loyalty, as well as a superior quality service which is envisioned to keep the service provider at a competitive position in the field of passenger transportation. The primary research problem in this study is to understand perceived service quality challenges within Metrorail Western Cape. The study employs a modified SERVPERF models in developing a model suitable for testing the perception of commuter in public rail transport. In order to assess this, the study adopts a Positivistic view with the aim to produce quantifiable data, through the use of large samples and the testing of hypotheses. The study is quantitative in principle. Quantitative study supports the use of surveys as a means of data collection and because the data is quantitative, this allows the use of rigorous statistical analyses in order come to a conclusion or finding. The results of this are of a descriptive nature and can easily be used to infer to a larger population. A total of 400 questionnaires were distributed electronically using the Questionpro links and manually distributed at stations. From the distributed total, a total of 257 responses were received and analysed using software package STATISTICA with the assistance of a qualified statistician. The key findings indicate that according to the perception of commuters, Metrorail service quality is below the expected levels. The major arears of importance for commuters in Western Cape are safety, communications and reliability of the service. iii Table of Content DECLARATION ............................................................................................................ii ACKNOWLEDGEMENTS ............................................................................................. i ABSTRACT .................................................................................................................. iii LIST OF FIGURES .................................................................................................... viii LIST OF TABLES .........................................................................................................ix ABBREVIATIONS ........................................................................................................ x CHAPTER 1: SCOPE OF THE STUDY ..................................................................... 1 1.1. INTRODUCTION ................................................................................................ 1 1.2. PROBLEM STATEMENT ................................................................................... 2 1.3. THE RESEARCH OBJECTIVES ........................................................................ 4 1.4. THE RESEARCH QUESTIONS ......................................................................... 4 1.5. THE HYPOTHESES .......................................................................................... 4 1.6. METHODOLOGY OF THE STUDY .................................................................... 5 1.6.1. The research paradigm................................................................................ 5 1.6.2. Sampling design .......................................................................................... 6 1.6.3. Measuring instrument .................................................................................. 7 1.7. TERMINOLOGY- ............................................................................................... 8 1.7.1. Accessibility ................................................................................................. 8 1.7.2. Service Availability ....................................................................................... 8 1.7.3. Functional Aesthetics .................................................................................. 9 1.7.4. Communication ............................................................................................ 9 1.7.5. Service Responsiveness ............................................................................. 9 1.7.6. Service Reliability ........................................................................................ 9 1.7.7. Safety .......................................................................................................... 9 1.8. OUTLINE OF THE STUDY .............................................................................. 10 iv CHAPTER 2: LITERATURE REVIEW ........................................................................... 12 2.1. INTRODUCTON ............................................................................................... 12 2.2. BACKGROUND OF PUBLIC RAILTRANSPORT ............................................. 12 2.3. MEANING OF SERVICE QUALITY ................................................................. 15 2.4. CUSTOMER SATISFACTION .......................................................................... 16 2.5. SERVICE QUALITY MEASUREMENT STRATEGIES ..................................... 18 2.6. DETERMINANTS OF SERVICE QUALITY ...................................................... 23 2.6.1. Service Accessibility ......................................................................................... 23 2.6.2. Service Availability ........................................................................................... 26 2.6.3. Functional Aesthetics ....................................................................................... 28 2.6.4. Communication ................................................................................................ 31 2.6.5. Corrective Responsiveness.............................................................................. 33 2.6.6. Service Reliability ............................................................................................. 34 2.6.7. Safety Management ......................................................................................... 36 2.7. SUMMARY ....................................................................................................... 38 CHAPTER 3: RESEARCH PARIDIGM AND RESEARCH METHODOLOGY ............... 39 3.1. INTRODUCTION .............................................................................................. 39 3.2. THE RESEARCH PARADIGM ......................................................................... 40 3.2.1. Positivist paradigm .................................................................................... 41 3.2.2. Interpretivist Paradigm ............................................................................... 41 3.3. RESEARCH METHODOLOGY ........................................................................ 43 3.3.1. Research Design ....................................................................................... 43 3.3.2. Research Methodology .............................................................................. 44 3.3.3. Summary of the Methodological Paradigm of the study ............................ 46 3.3.4. Sampling .................................................................................................... 47 3.4. SAMPLE SIZE .................................................................................................. 49 v 3.5. RESEARCH INSTRUMENT ............................................................................
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