Submitted in partial fulfilment of the requirements for the Degree of Master of Technology: Hospitality and Tourism Management, Durban University of Technology, 2017. / The purpose of this research study was to investigate the influence of service quality on the post-dining behavioural intentions of customers in a fine dining setting. The National Restaurant Association (2014 as cited in Ruggless 2014: 20 stated that the fine dining restaurant segment is constantly losing out on the restaurant industry market share. In order to remain competitive, restaurants need to tender service that meets the expectations of customers, as perceived service quality affects post-dining behavioural intentions (Prayag, Khoo-Lattimore and Sitruk 2015: 27). In an attempt to devise strategies to rescue the sinking fine dining restaurant segment, this research study developed a conceptual framework model and tested its paths through path analysis, using structural equation modelling. The research study modified a DINESERV scale to obtain primary data from respondents. The modified DINESERV attained a high reliability and validity score. It was further subjected to confirmatory factor analyses and all the KMO and Bartlett’s requirements for factor analysis were satisfied. Data was collected by means of self-administered questionnaires at Cargo Hold restaurant after agreement was reached with the management team. The convenience sampling method of data collection was applied. Diners were only given the questionnaire upon receipt of their consent to participate in this study. A total of 400 survey questionnaires were distributed. However, only 361 were deemed suitable for analysis. These 361 usable survey questionnaires represent a 90.25% response rate for this research study. Hypotheses were tested on a hybrid of structural equation modelling path analysis and Spearman’s correlation coefficients. The results showed a positive correlation between service quality and behavioural intentions, with customer satisfaction indirectly exerting a significant effect between these constructs. The research study concludes with implications and direction for future research. / M

The quality of service from a hospital is the number one factor that will either turn a customer/patient away or make one for life. More and more hospitals are competing for greater shares in the market and customer-driven quality management is becoming the preferred method for improving their performance. Awali hospital is a private hospital in the Kingdom of Bahrain. It is a small 35-bed hospital that offers private medical services to the public. The hospital was originally built to serve the Bahrain Petroleum Company (Bapco) refinery workers but later opened its doors to the public. With the introduction of private patients came higher expectations of quality and higher demands on the overall services. A number of service quality shortfalls were identified over the years but never identified quantitatively by a patient evaluation survey. An English and Arabic version of the questionnaire based on SERVQUAL (Zeithaml, Parasuraman and Berry, 1988) was developed and placed in Awali hospital to test these service quality shortfalls. This study intends to evaluate these areas by answering questions about the relevant areas of service provided by the hospital. It measured patient satisfaction by looking at human aspects of service (responsiveness, reliability, empathy and assurance) with only one factor of the instrument being devoted to the non-human aspect of care rendered (tangibles). The SERVQUAL instrument has five dimensions that were measured by 21 pairs of item statements. One statement from each pair reflects perceptions, the other expectations. Measurement was accomplished by subtracting expectation from perceptions resulting in a service quality score. Positive or zero scores would reflect ideal or adequate service quality offered by the hospital. A negative score would be indicative of a service experience that did not meet customer expectations. Using the SERVQUAL questionnaire provided, quantifiable reasoning to the research questions in each dimension could be obtained so that precision, objectivity and rigour replaced hunches, experience and intuition as a means of investigating problem areas. Customers were first asked to supply some additional demographic information, for example gender, number of hospital visits, nationality, patient type (Bapco worker, general practitioner referred or private) and type of visit (inpatient, outpatient or both). They werethen asked to rate the hospital service on a 7-point Likert scale ranging from Strongly Agree (7) to Strongly Disagree (1). At the end of the questionnaire was space to write open comments. In total 600 paper questionnaires were distributed in the hospital, 300 English and 300 Arabic. Another 150 electronic questionnaires via emails were sent to refinery workers. Of the total 750 questionnaires distributed 162 were returned of which 156 (or 21.6%) could be statistically analysed. The empirical data results showed that the perception scores were significantly different at the p < 0.05 level from expectation scores. All the service quality differences (SQ=P-E) were negatively scored. This indicated that patients were not satisfied in all five dimensions of services offered by the hospital. Of the five dimensions responsiveness had the largest difference with assurance and reliability following with no significant differences between them. The demographic information revealed some interesting differences between the groups. Of all the demographic groups the most significant differences were between groups, “patient types” and “types of visit”, which showed differences between private patients and refinery workers and patients who used the hospital only as an outpatient and patients who used both services, outpatient and inpatient. In terms of the managerial implications, it was recommended that Awali hospital look to closing Gaps 1-4 of the SERVQUAL gap model which would result in closing the consumer gap, Gap 5. A process model for continuous measurement and improvement of service quality was recommended that looks at asking questions about how the hospital is performing. By adopting some of the recommendations identified in the research questions, Awali hospital could improve their quality of service, and as a consequence, their customer satisfaction and loyalty.

The purpose of the study is to evaluate the service quality that the SANBS provides to its customers, by measuring customers’ perceptions and their expectations of service quality provided by the supplier of blood transfusion services. The organization that is used for this study is the South African National Blood Service (SANBS). Specifically the study seeks to: 1. Determine the extent to which customers are satisfied or not satisfied with the service they receive from the SANBS using the ten-dimensional format of SERVQUAL model, modified to the specific service quality requirements of the blood transfusion service industry. 2. Establish customers’ perceptions of the service they receive using a multiple-item scale (SERVQUAL) for measuring consumer perceptions of service quality. 3. Establish customers’ expectations of the service, and compare them to their perceptions of the service they currently receive. The comparison is made along each service quality dimension, across different parts of same service on a geographical basis, and across different customer groups on a customer category (or type) basis. 4. Recommend implementation of appropriate service quality performance improvement procedures where necessary. Study design and methods: The data for the study came from the SANBS’ customer perception and expectation survey conducted in 2005. Questionnaires were sent out to hospitals that use products and services provided by the SANBS in the Eastern Cape and KwaZulu-Natal Provinces of South Africa. The questionnaire was based on the multiple-item SERVQUAL model for measuring consumer perceptions of service quality, modified and tailored to specific service quality requirements of the blood transfusion service industry. Questionnaires were sent out to 113 (69.3%) hospitals out of a total of 163 blood-utilizing hospitals in the two provinces. Of the 113 hospitals, 92 (81.4%) responded, with questionnaires rendered unusable. The final sample size is 88 and is included in the final study database. The data is analyzed by comparing different parts of the service on a geographical basis namely KwaZulu-Natal and Eastern Cape zones. The data is also analyzed by comparing different customer groups namely the Rural State Hospitals, the Urban State Hospitals and Private Hospitals. Results: The result confirms the research (alternative) hypothesis (H1 : μ1 ≠ μ2), and rejects Ho. The overall expectations ratings are higher than the perceptions ratings, and the KwaZulu-Natal expectations ratings are higher than the Eastern Cape ratings. The expectations of private hospitals and rural state hospitals have a higher rating than that of urban state hospitals and the perceptions of private and urban state hospitals have a higher rating than that of rural state hospitals. The largest service quality gap is the accessibility dimension which relates specifically to approachability and ease with which customers can access staff at different levels of the organization by e-mail, and includes accessing of knowledgeable blood bank personnel and medical staff of SANBS, but may also relate to the distance of hospitals from the nearest blood bank, all of which are situated in urban state hospitals. The mean difference for accessibility is the highest followed by the understanding customer mean difference. The mean differences for the other dimension categories are significantly less than that of the largest two dimensions, but not significantly different amongst themselves. The mean difference for rural state hospitals is the largest followed by private hospitals and urban state hospitals. The mean difference for rural state hospitals is greater than that for urban state hospitals in both zones, but the mean difference for private hospitals is greater in KwaZulu-Natal than in the Eastern Cape. The dimension means of differences for rural state hospitals are greater than that for urban state hospitals. According to the correlations between expectations and perceptions for different dimensions, there is a weak or no linear relationship between expectations and perceptions. Conclusion: This empirical study supports the literature on the provision of service quality, and concludes that there is a statistically significant difference or gap between the services offered by the SANBS as perceived by its customers, and the expectations of its customers. The study substantiates the need for management of blood transfusion services to take into account customer perceptions of service quality and their expectations, and upon identification of gaps, to implement appropriate service quality improvement processes, rather than take a one sided view of their (SANBS’) own perception of service quality.

The increasingly competitive business environment has influenced contemporary organisations to build mutual beneficial relationships with their customers indicating a paradigm shift from transactional marketing. In order to compete in this intense competitive environment, organisations are creating competitive advantage over their rivals through service quality that will influence customer satisfaction which subsequently leads to customer loyalty. Service quality has been found to be the key strategy of success and survival for most organisations like retail supermarkets who want to win the loyalty of their customers because of its positive effect on customer satisfaction. The purpose of this research was to determine the relationship between service quality, customer satisfaction and customer loyalty in the retail supermarket industry. An empirical study was conducted in Grahamstown between two main supermarkets through a survey that determined customers’ perceptions on service quality, customer satisfaction and customer loyalty respectively. The empirical findings of this research study revealed that moderate to strong positive linear relationships exists between the dimensions of service quality (namely physical aspects, reliability, personal interaction, problem solving and policy) and customer satisfaction at the 5% level of significance. Furthermore, this study showed that dimensions of service quality (namely physical aspects, reliability, personal interaction and problem solving) have weak negative linear relationships with price sensitivity dimension of customer loyalty. The study further showed that the dimensions of service quality (namely physical aspects, reliability, personal interaction, problem solving and policy) have weak to moderate positive linear relationships with the purchase intentions dimension of customer loyalty. In addition, all the dimensions of service quality (namely physical aspects, reliability, personal interaction, problem solving and policy) showed moderate positive linear relationships with word of mouth communication dimension of customer loyalty. A weak negative linear relationship between price sensitivity dimension of customer loyalty and customer satisfaction was revealed in this study. Purchase intentions dimension of customer loyalty was also found to have a moderate positive linear relationship with customer satisfaction. In addition, word of mouth communication dimension of customer loyalty showed a strong positive linear relationship with customer satisfaction. There is sufficient evidence that the customers of the two supermarkets in this study have different perceptions on problem solving dimension of service quality. This study further provides sufficient evidence of the significant difference between gender on the levels of customer satisfaction. In addition, this study showed that customers of various levels of education and occupations differ in price sensitivity dimension of customer loyalty. The average scores for word of mouth communication, purchase intentions and price sensitivity dimensions of customer loyalty were found to be significantly different between the two supermarkets investigated in this study. Therefore, for supermarkets to compete effectively in the intense retail supermarket industry in South Africa they have to manage their service quality dimensions so as to influence customer satisfaction and customer loyalty respectively.

This case study was undertaken from mid 2003 to December 2005. It investigates the influence of the Corporate Services Centre (CSC) on customer (patient) service quality in the East London Hospital Complex (ELHC). This approach was justified on the basis that even though most patients do not have enough knowledge of clinical practices in order to make an accurate assessment on their quality, the same patients would readily appreciate factors such as faster turnaround times, drug availability and cleanliness. The study focuses on both service providers and end users for a quality health service delivery by looking at the potential of the shared corporate services centre. This was done by identifying important areas for improvements, such as response times, waiting periods and other aspects of the various services. The ELHC was formed from the merger of Frere and Cecilia Makiwane Hospitals, with a distance of 26km between the two institutions. The complex itself was in its infancy stages, having had to go through a process of re-engineering, rationalisation and standardisation of the two hospitals. The study seeks to answer the following key question: What has been the contribution of the corporate service centres in relation to health care service quality? The study examines the impediments to the realization of full potential of the Corporate Services Centre (CSC) through expedited decision-making and improved turnaround times. The main functions of the CSC were Procurement and Asset Management; General Administration (including but not limited to Transport, Office equipment, Patient Administration, Office Support, and Professional Secretariat Support); Financial Management and Administration; and Human Resource Management and Human Resources Administration. The study recommends that the CSC, to justify its existence, needs to consult with the clinicians and the patients to better understand what their needs and aspirations are. The study also emphasizes that the CSC is there purely to remove the administrative load and ease the processes and the biggest mistake is to make it an authority over the hospital, instead of being a support. Finally, it was realized that a lot of structural changes, business processes and organisational cultural changes are essential if one wants to create an impact through shared corporate services.

This research was initiated due to declining customer satisfaction indices in the Southern region of Eskom, an electricity utility in South Africa. Given the link between customer satisfaction and purchase intentions, the sustainability of the business is at stake. The validity of the current MaxiCare survey tool is questioned and explored, as is the congruence of management and customers' perceptions regarding the key service quality constructs in the industry. The study's objective was to provide management with a reliable and valid customer satisfaction survey instrument as an alternate to the existing tool and to use the knowledge gained through the research process to recommend improvement strategies aimed at closing specific satisfaction gaps identified. The research was performed in two stages; firstly, semistructured interviews with customers and management to gain an understanding of the most important satisfaction dimensions. These influenced the design of a survey instrument based largely on the SERVPERF tool with the inclusion of importance ratings per item in the second stage. The quantitative survey results were used to assess the reliability and validity of the research and to suggest areas for future work. The results show that communication, quality of supply, assurance and price are uppermost in the consumer's mind. Tangibles are not significant and the inclusion of empathy is inconclusive. Management and customer perceptions at a macro level are closely aligned, however the two populations are not in agreement as to the underlying micro considerations. Similarly, the MaxiCare instrument is found to be valid as a macro indicator but lacks sufficient detail to be useful as a strategic tool and needs to be supplemented with additional sources of market information. The survey instrument used in the second phase is both descriptive and reliable but the number of factors it measures, the mix of items and the inclusion of the 'importance' dimension need further refinement to improve its validity. Future revisions of the tool will provide management with specific information that allows them to focus improvement strategies on disgruntled customers and their key service issues.

[Abstract - Conclusion]: This research study confirms the theory in the literature review on delivery of quality service to customers and premise that there is a statistically significant difference between Eskom service as perceived by rural prepaid household customers and their expectations. This study also highlights the need for Eskom management to take into cognisance the unique rural prepaid customer service needs and how to meet them, perhaps a differentiated service approach rather than a one-strategy-fits-all approach. This is in view of gaps created between expectations and perceptions of service, especially in the reliability dimension that could require a concentrated or changed performance approach to close them.