Students' expectations and perceptions of the sport offering at the Durban University of Technology

Abstract

The aim of this study was to investigate customer service quality at DUT. The objectives were: to identify students’ expectations of service quality in sport at the DUT; to determine students’ perceptions of the service quality in sport at DUT; to determine the gap between expectations and perceptions; and to analyse the relationship between selected biographical characteristics and expectations and perceptions of students, using a questionnaire developed from the SERVQUAL instrument. A total of 400 students have completed the survey during the period May 2010 to June 2010. Data were analysed using descriptive and inferential statistical techniques. Several service quality dimensions were identified and as expected, students’ experiences of service delivery fell short of their expectations particularly for the dimension. All the service quality dimensions in the students’ surveys of sport at the DUT contain negative mean gap scores. From these findings the Sports department at the DUT can identify more specifically the failures in its service quality and seek to improve upon them. Service quality dimensions that are deemed to be good predictors of service quality for students of the DUT sport offering have been related to factors such as the “Tangibility”, Reliability”, “Responsiveness”, “Assurance” and “Empathy. It can be observed that all these dimensions have highly negative mean gap scores. Consequently, the Durban University of Technology will have to address these dimensions more precisely in its attempt to improve its service quality, especially the “Reliability” Dimension, which has emerged as the most important service quality predictor.