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Thesis, Except Where Otherwise Indicated, Is My Original Research UNIVERSITY OF KWAZULU - NATAL ANALYSIS OF THE SERVICE QUALITY OF A PRIVATE TERTIARY INSTITUTION: THE CASE OF DAMELIN COLLEGE By Lynelle Cerene Martin Student Number: 208527148 A Dissertation submitted in fulfilment of the requirements for the degree of Master of Commerce School of Management, IT and Governance College of Law and Management Studies Supervisor: Dr Maxwell Phiri 2012 DECLARATION I, Lynelle Cerene Martin declare that (i) The research reported in this dissertation/thesis, except where otherwise indicated, is my original research. (ii) This dissertation/thesis has not been submitted for any degree or examination at any other university. (iii) This dissertation/thesis does not contain other persons’ data, pictures, graphs or other information, unless specifically acknowledged as being sourced from other persons. (iv) This dissertation/thesis does not contain other persons’ writing, unless specifically acknowledged as being sourced from other researchers. Where other written sources have been quoted, then: a) their words have been re-written but the general information attributed to them has been referenced b) where their exact words have been used, their writing has been placed inside quotation marks, and referenced. (v) This dissertation/thesis does not contain text, graphics or tables copied and pasted from the Internet, unless specifically acknowledged, and the source being detailed in the dissertation/thesis and in the References sections. Signature: LC Martin 28 May 2013 i Acknowledgements I thank God for granting me the strength and time to complete this dissertation. Thank you, Mum and Dad, for your encouragement, contributions and ongoing support. My sincere gratitude to the individuals below: 1. Dr Maxwell Phiri for supervising me and, 2. Mr. Sipho Khuzwayo for assisting me. Lastly, I would like to thank the students from Damelin for their time in participating in this research project. Lynelle Cerene Martin ii Abstract The study focuses on the service quality of Damelin College in Pietermaritzburg. Damelin College strives to ensure that students extract every promising benefit their courses. Damelin College aims at being a provider of quality, learner -focused education. The various opinions and attitudes of students regarding the service quality at Damelin College is investigated using questionnaires. This study covers the service quality aspects of private tertiary institutions. Data for the study was collected at Damelin College using a random sample of two hundred participants. The service quality of Damelin is discussed in detail as well as the theory of quality dimensions. The significance of service quality for tertiary institutions is a major aspect and all students need to receive the most appropriate form of respect and understanding. The high commercialized fees that students pay needs to be equate to the standard of the education that they receive. In relation to the problem statement, the research objectives are as follows: 1. To measure the impact of the service quality in private tertiary institutions. 2. To undertake an empirical analysis of the linkage between private tertiary institutions. 3. To investigate what aspects contribute to the choice of a private institution in which to study. 4. To determine how service quality influences where to study. Private institutions, who want to gain a competitive edge, may need to begin searching for effective ways to attract, retain and foster strong relationships with students. The service quality dimensions are tangibility, responsiveness, reliability, assurance, empathy, overall service quality and student satisfaction. iii Contents Page Description Page Title Page ……………………………………………………………………………......... Declaration…………………………………………………………………….……...……i Acknowledgements……………………………………………………………….…….....ii Abstract………….. ……………………………………………………………....…...….iii Contents Table..……………………………………………………………………..........iv Tables………..……………………………………………………………………………ix Figures………………………………………………………………………………. ......xi CHAPTER ONE: Introduction and Background to the Research 1.1 Introduction.…………………………………………………………….…........…1 1.2 Background of the Study.…………………………………………………...….…1 1.3 Motivation for the Study.…………...……………………………………....….….2 1.4 Problem Statement.………..…………………………………………...……….....2 1.5 Preliminary literature study, and reasons for choosing topic.……………….…….2 1.6 Purpose of the Research.……………………………………………………….….4 1.7 Research Objectives.………………………………………………………….…...5 1.8 Research Questions.………………………………………………………….……5 1.9 Limitation of the Study.…………………………………………………….……..5 1.10 Research Methodology.…………………………………………………....….…..6 1.11 Anticipated Contribution.……………………………………..…….…….….…...6 1.12 Summary of Chapter One…………………………………………..……….….....6 iv CHAPTER TWO Literature Review 2.1 Introduction.…………………………………………………………….….….….9 2.2 Service Quality.…………………………………………………………..….........9 2.3 Dimensions of Service Quality.………………………………………….……....11 2.4 Service Quality Dimension – Tangibility.……………………….…….….…. ....17 2.5 Service Quality Dimension – Responsiveness.…………………..…….….…..…20 2.6 Service Quality Dimension – Reliability.…………………...…………..…….....24 2.7 Service Quality Dimension – Assurance.…….………………………….…....... 27 2.8 Service Quality Dimension – Empathy.……………………………………........ 29 2.9 Summary of Chapter Two………..…………………………..………………..…31 CHAPTER THREE Damelin 3.1 Introduction.……………………………………………………………………...32 3.2 Damelin’s Mission Statement.…………………………………...........................32 3.3 Accredited Courses and Lecture Based Courses..…………………….…………33 3.4 Further Education and Training (FET) ………………………………………….34 3.5 Degrees.………………………………………………………………………….35 3.6 Part- time Courses.……………………………………………………………….35 3.7 Summary of Chapter Three.…………………………………...…………………37 v CHAPTER FOUR Research Methodology 4.1 Introduction.……………………………………………………………….….......38 4.2 Research Objectives.……………………………………………………..…...…..39 4.3 Research Design..…………………………………………………………….…..39 4.3.1. Sampling Methods.………………………………………………………….…...40 4.3.2. Questionnaire Design and Data Collection.…………………………..…….……41 4.4 Validity.……………………………………………………………….….…...… 42 4.5 Reliability.…………………………………………………………..……………43 4.6 Ethical Issues.……………………………………………………………..….......43 4.7 Summary of Chapter Four……………………………………………… ….…....45 CHAPTER FIVE Data Analysis and Presentation of Results 5.1 Introduction.…………………………………………………………….………..46 5.1 Presentation of Results and Data Analysis.…………………………………….. 48 5.36 Inferential Statistics………...……………………………………………………83 5.36.1 Model One – Multiple Correspondence Analysis……………………………….83 5.36.2 Model Two – Multiple Regression (Anova)………………………….…………86 5.7 Summary of Chapter Five……………………………………………………..…87 vi CHAPTER SIX Discussion of Results 6.1 Introduction.…………………………………………………………….…..……88 6.2 Research Objective One.…………………………………………………..….….88 6.2.1 Measuring the impact of Service Quality in private tertiary institution…….... 88 6.3 Research Objective Two.……………………………………………….…….….91 6.3.1 To undertake an empirical analysis of the linkage of private tertiary institution……………………..……………………….….……………...91 6.4 Research Objective Three.………………………………………………….……93 6.4.1 To investigate what aspects contribute to choosing a private institution in which study………………………….………………………….……………………….94 6.5 Research Objective Four.………………………………………………….…..... 97 6.5.1 To determine if service quality influences where to study…………………..…..97 6.6 The findings of SERVQUAL model variables.………………………………....101 6.7 Summary of Chapter Six.……………………………………………………… 102 CHAPTER SEVEN Recommendations and Conclusions 7.1 Introduction.………….……………………………………………….…….…..103 7.2 Summary of the study..…………………………………………………………104 7.3 Recommendations.………..……………………………………….……………105 7.4 Recommendations for future researchers..…………..………………………….108 7.5 Conclusion.………………………………………………………………….…...108 7.6 Limitations of the study.………………………………………………………..111 vii 7.7 Value of the study.……………………………………………………………...111 7.8 Summary of Chapter Seven.……………………………………………………111 References.……………………………………………………………………….……..112 Appendix A Letter of Informed Consent.…………………….………………….…….123 Appendix B Questionnaire...………………………………….…….…………………..125 Appendix C Ethical Clearance Approval from the UKZN.……………………………128 viii List of Tables Table 5.1 Research done on registration processes.……………….………..……....48 Table 5.2 Performing proper service right the first time.………….………………..49 Table 5.3 Quality of equipment at Damelin.……………………….……………….50 Table 5.4 Student needs met.……………………………………………………....51 Table 5.5 Accuracy of records and data at Damelin.…………………………….....52 Table 5.6 Students who will recommend Damelin to others who want to study..….53 Table 5.7 Admission of students.……………………………………………….…..54 Table 5.8 Service Quality Dimension – Tangibles.…….…………………………..55 Table 5.9 Service Quality Dimension – Reliability.……………………………..…56 Table 5.10 Service Quality Dimension – Responsiveness.…………………………..57 Table 5.11 Service Quality Dimension – Assurance.…………………………….….58 Table 5.12 Service Quality Dimension – Empathy.…………………………….……59 Table 5.13 Motivated workforce at Damelin.………………………………………..60 Table 5.14 Service quality influences students on where to study.………...………..61 Table 5.15 Does Damelin College have your best interests at heart?..........................62 Table 5.16 Appearance of Damelin’s marketing material.…………………....……..63 Table 5.17 Damelin’s understanding of students learning requirements.….......…….64 Table 5.18 Are the lecturers approachable when students need clarity or assistance?.........65 Table
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