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Assessing Customer Service within Institutional DepartmentsBrigham Young University-HawaiiJune 5, 2012Candace BoiceZachary CarlingDr. Paul FreebairnDr. Ronald MillerKathy PulotuSela Unga1OverviewSmall campusIdeal locationStudent focusedService orientedSome runaroundSome dissatisfaction with services

2From Graduating Student Survey 2003-20111 = Very Poor2 = Poor3 = Fair4 = Good5 = Very Good6 = ExcellentChange the graph to rank order instead- high to lowExcellent, Very Good, Good, Fair, Poor, Very Poor

Look at departments over time (trends)Admissions:4458Bookstore: 4534Business Office: 3559Campus Activities: 4363Campus Security: 4246Counseling Services: 3117Financial Services: 4257Food Services: 4252Health Center: 4236International Student Services: 2392IWES/IWORK: 983Off-campus Housing: 3238Office of Honor: 2086On-campus Employment Services: 3862On-campus Housing: 3749On-campus Work Experience: 509PCC Work Experience: 2797Registration: 4524Student Activities & Leadership: 1137Student Insurance: 24963From Graduating Student Survey 2003-124From Graduating Student Survey 2003-12

1 = Strongly Disagree2 = Disagree3 = Slightly Disagree4 = Slightly Agree5 = Agree6 = Strongly AgreeRESPONSE BIAS, Staff helpfulness (GSS question)I-WORK policy changes in 2008?2012 (check the trend)5From Graduating Student Survey 2003-126From Graduating Student Survey 2003-12

1 = Very Poor2 = Poor3 = Fair4 = Good5 = Very Good6 = Excellent7Students 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 unfriendlyIf 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 longSurvey findings show that students are not satisfied with the general level of customer service on our campusFor years, students have been commenting on

189 out of how many total respondents?8We need to make this campus more user friendly to our favorite constituents, the students.

-VP for Academics June 19969Why 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)

10SERVQUALParasuraman, 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), 12-4022 scale items (expectations/perceptions)Likert-type scale (6 points)Five dimensions/factors: Tangibility, Reliability, Responsibility, Security, Empathy

11SERVQUAL (Service Quality)Measures 5 dimensions of customer service TangibilityTo measure technological development like physical installation, equipment, people and communication materialsReliabilityTo measure departments consistency and certainty

ResponsibilityTo measure employees helpfulness and capability to providing fast serviceSecurityTo measure departments competence, courtesy and precisionEmpathyTo measure departments capability to provide careful and personalized attentionConsists of two sections: one to map consumers expectations, one to map perception of actual performanceTo measure the gapsthe actual features of the physical environment can encourage or discourage the processes of learning and development (Strange and Banning 2001, p. 12)

12SERVQUAL (Service Quality)

13Applications of SERVQUALRetailingLodgingHistoric Houses (HISTOQUAL)Restaurants/Food ServiceHealth Care

Many different types of service settings14SERVQUAL in EducationHoward & Sobol (2004): Service quality in six different areasMahapatra & Khan (2007): EDUQUALHughey & Chawla (2003): Academic computer labONeill (2003): University orientationBanwet (2004): Graduate and post-graduate students in engineering and management institutesStodnick & Rogers (2008): Students as customers -classroom experience

Howard & Sobol (2004) - Service quality in six different areas: admissions notification, transfer credit, registration method, grade report period, grade report style, and tuition costMahapatra & Khan (2007) - EDUQUAL: learning outcomes, responsiveness, physical facilities, personal development and academics15TangibilityThe Department has modern-looking equipment.The Department's employees are neat-appearing/well dressed and clean.The Department's physical facilities are visually appealing.Materials associated with the service (such as pamphlets or statements) are visually appealing at the Department.ReliabilityWhen the Department promises to do something by a certain time, it does so.When you have a problem, the Department shows a sincere interest in solving it.The Department performs the service right the first time.The Department provides its services at the time it promises to do so.The Department insists on error-free records.ResponsibilityEmployees of the Department tells you exactly when services will be performedEmployees of the Department give you prompt serviceEmployees of the Department are always willing to help youEmployees of the Department are never too busy to respond to your requestsSecurityThe behavior of employees of the Department instills confidence in customersYou feel safe in your transaction with the departmentEmployees of the Department are consistently courteous with youEmployees of the Department have the knowledge to answer your questionsEmpathyThe Department gives you individual attentionThe Department has operating hours convenient to all customersThe Department has employees who give you personal attentionThe Department has your best interest at heartEmployees of the Department understand your specific needsTo 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 AdaptationEach section has a total of 22 questions, scored on a Likert scale from 1 to 6 (Strongly Disagree to Strongly Agree)

(JUST TALK ABOUT IT) Implement only the perception section of the SERVQUAL scalePerceived quality is the consumers judgment about an entitys overall excellence or superiority (Zeithnaml, 1987)To first see how students perceived departmental customer service, that way expectations could be justified and explained.

We are in the baseline phase.

16Validity and ReliabilitySERVQUAL DimensionsCronbachs AlphaStandardized AlphaTangibility.8591.8586Reliability.9447.9450Responsibility.9273.9279Security.9211.9212Empathy.9207.9218Overall.9755.9752Overall Confirmatory Factor AnalysisChi-Square Statistic/p-value6225.14/p