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Slide 2 Assessing Customer Service within Institutional Departments Brigham Young University-Hawaii June 5, 2012 Candace Boice Zachary Carling Dr. Paul Freebairn Dr. Ronald Miller Kathy Pulotu Sela Unga Slide 3 Overview Small campus Ideal location Student focused Service oriented Some runaround Some dissatisfaction with services Slide 4 From Graduating Student Survey 2003-2011 1 = Very Poor 2 = Poor 3 = Fair 4 = Good 5 = Very Good 6 = Excellent Slide 5 From Graduating Student Survey 2003-12 Slide 6 1 = Strongly Disagree 2 = Disagree 3 = Slightly Disagree 4 = Slightly Agree 5 = Agree 6 = Strongly Agree Slide 7 From Graduating Student Survey 2003-12 Slide 8 1 = Very Poor 2 = Poor 3 = Fair 4 = Good 5 = Very Good 6 = Excellent Slide 9 Students comments on campus service Text analysis taken from Graduating Student Survey When I try to obtain information or help on something, I have been constantly sent from office to office. Nothing can be done on campus without going to at least 3 different places and usually you end up back where you started. Some of the workers were very rude to me and treated me disrespectfully. They seem unfriendly If I ever have to go to the administration building, I have to make sure my schedule is wide open, because it could take 10 minutes or 2 hours The [residence] check in process took 3.5 hours, far to long Slide 10 We need to make this campus more user friendly to our favorite constituents, the students. - VP for Academics June 1996 Slide 11 Why Measure Customer Service? Higher education has been increasingly recognized as a service industry and, as a sector, it must strive to identify the expectations and needs of its clients, who are the students (Mello, Dutra, & Oliverira, 2001, p. 130) Institutional resources and facilities have a certain degree of influence on student satisfaction (IES, 2006 ) Quality customer service increases enrollment, retention rate etc. (Raisman, 2002) Student satisfaction is affected by perceived value of the institution (Brown, & Mazzarol, 2009) Slide 12 SERVQUAL Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40 22 scale items (expectations/perceptions) Likert-type scale (6 points) Five dimensions/factors: Tangibility, Reliability, Responsibility, Security, Empathy Slide 13 SERVQUAL (Service Quality) Measures 5 dimensions of customer service TangibilityTo measure technological development like physical installation, equipment, people and communication materials ReliabilityTo measure departments consistency and certainty ResponsibilityTo measure employees helpfulness and capability to providing fast service SecurityTo measure departments competence, courtesy and precision EmpathyTo measure departments capability to provide careful and personalized attention Slide 14 SERVQUAL (Service Quality) Slide 15 Applications of SERVQUAL Retailing Lodging Historic Houses (HISTOQUAL) Restaurants/Food Service Health Care Many different types of service settings Slide 16 SERVQUAL in Education Howard & Sobol (2004): Service quality in six different areas Mahapatra & Khan (2007): EDUQUAL Hughey & Chawla (2003): Academic computer lab ONeill (2003): University orientation Banwet (2004): Graduate and post-graduate students in engineering and management institutes Stodnick & Rogers (2008): Students as customers - classroom experience Slide 17 Tangibility1.The Department has modern-looking equipment. 2.The Department's employees are neat-appearing/well dressed and clean. 3.The Department's physical facilities are visually appealing. 4.Materials associated with the service (such as pamphlets or statements) are visually appealing at the Department. Reliability5.When the Department promises to do something by a certain time, it does so. 6.When you have a problem, the Department shows a sincere interest in solving it. 7.The Department performs the service right the first time. 8.The Department provides its services at the time it promises to do so. 9.The Department insists on error-free records. Responsibility10.Employees of the Department tells you exactly when services will be performed 11.Employees of the Department give you prompt service 12.Employees of the Department are always willing to help you 13.Employees of the Department are never too busy to respond to your requests Security14.The behavior of employees of the Department instills confidence in customers 15.You feel safe in your transaction with the department 16.Employees of the Department are consistently courteous with you 17.Employees of the Department have the knowledge to answer your questions Empathy18.The Department gives you individual attention 19.The Department has operating hours convenient to all customers 20.The Department has employees who give you personal attention 21.The Department has your best interest at heart 22.Employees of the Department understand your specific needs To measure technological development like physical installation, equipment, people and communication materials. To measure departments consistency and certainty. To measure employees helpfulness and capability to providing fast service. To measure departments competence, courtesy and precision. To measure departments capability to provide careful and personalized attention. BYU-Hawaiis Adaptation Slide 18 Validity and Reliability SERVQUAL DimensionsCronbachs AlphaStandardized Alpha Tangibility.8591.8586 Reliability.9447.9450 Responsibility.9273.9279 Security.9211.9212 Empathy.9207.9218 Overall.9755.9752 Overall Confirmatory Factor Analysis Chi-Square Statistic/p-value6225.14/p