TITLE:
The Effects of Service Quality on Customer Satisfaction in Higher Learning Institutions in Tanzania
AUTHORS:
Winfrida Kobero, Omary Swallehe
KEYWORDS:
Quality, Satisfaction, Higher Learning Education, Tanzania, SERVQUAL
JOURNAL NAME:
Open Journal of Business and Management,
Vol.10 No.3,
May
27,
2022
ABSTRACT: The study
investigated service quality and customer satisfaction within Tanzania higher
learning sector using the Service Quality model (SERVQUAL). The two aspects: service
quality and customer satisfaction are used interchangeably to mean the same
thing by many people and practitioners. In this study, customer satisfaction is
an outcome of the service quality and service quality is what brings about the
customer satisfaction. The results showed that, students are satisfied with the
reliability of the services offered since it received an average positive gap
score, but other dimensions of service quality received negative gap score,
meaning students are not satisfied with the services. Students are disappointed
with the services since the overall service quality was a negative average
score. Managers and policymakers at public higher education institutions should
focus on monitoring service quality on a regular basis so that they are always
informed of their situation. Measuring their service quality will also allow
them to keep track of their students’ satisfaction levels and evaluate what
they need to do to maintain satisfaction and a competitive edge. Students who
are satisfied with the institute’s services become loyal consumers, for
example, by desiring to continue their studies at the same institution.