The South African health industry can be divided into public and private health institutions. The public health institutions are subsidised by the South African government, whereas the private institutions generate income from medical aids and out-of-pocket payments. Three major groups currently control the private health sector and include Medi-Clinic, Life Healthcare and Netcare. Due to the competitiveness of the private health sector with limited role players, institutions need to differentiate themselves on the service quality provided by these institutions. The purpose of the study was to measure service quality in a private hospital. This was done by setting the following objectives: Determining the importance of service quality, determining the current standard of service quality, determining the gap between the importance and satisfaction of service quality dimensions as well as the influence of gender on the perception of service quality. The literature consisted of two topics, which included the private healthcare sector and the standards of service quality. The private health care sector lightens the load on the current overburdened public sector, but in doing so utilises the majority of qualified personnel as well as half of the financial resources available. Medical schemes are the main contributor the private institutions and are only available to the individuals privileged enough to afford these schemes. Service quality pertains to the ability of the service provider to meet or exceed the expectations of the customer. Thus, the importance of such ability lies in the fact that institutions can use this to differentiate them from other role players in this highly competitive market. Several models exist to evaluate service quality, but the SERVQUAL model has been utilised in various health institutions. Furthermore, gender could also have an effect on the manner in which customers perceive service quality. The study made use of the SERVQUAL model, with a 38-item survey questionnaire forming the basis of the data collecting technique. The 38 items were divided into seven sections, which included premises/employees, doctors‟ medical services, diagnostics, nursing medical services, admissions, meals and wards. A response rate of 71% was obtained. The demographic profile of the study resembled the current demographic of the town and 35.85% of the respondents were male with 64.15% being female. The validity and the reliability of the study were confirmed by means of an exploratory factor analysis and Chronbach alpha coefficients. The analysis of the difference in means of the various factors indicated that tangibles 2 and responsiveness 1 required attention from management to improve customer satisfaction. The analysis of data pertaining to gender indicated that no difference in satisfaction levels was evident. In conclusion, management needs to focus on the factors highlighted during the study, with proper maintenance and improvement of the appearance of the facility and providing training to staff to promote patient relationships. Furthermore, the recommendations include that the model is used in all institutions to evaluate service quality levels to highlight possible shortfalls, thus providing management with ability to address these shortfalls, in an effort to improve the level of service quality across the whole health sector. / MBA, North-West University, Potchefstroom Campus, 2014

The South African health industry can be divided into public and private health institutions. The public health institutions are subsidised by the South African government, whereas the private institutions generate income from medical aids and out-of-pocket payments. Three major groups currently control the private health sector and include Medi-Clinic, Life Healthcare and Netcare. Due to the competitiveness of the private health sector with limited role players, institutions need to differentiate themselves on the service quality provided by these institutions. The purpose of the study was to measure service quality in a private hospital. This was done by setting the following objectives: Determining the importance of service quality, determining the current standard of service quality, determining the gap between the importance and satisfaction of service quality dimensions as well as the influence of gender on the perception of service quality. The literature consisted of two topics, which included the private healthcare sector and the standards of service quality. The private health care sector lightens the load on the current overburdened public sector, but in doing so utilises the majority of qualified personnel as well as half of the financial resources available. Medical schemes are the main contributor the private institutions and are only available to the individuals privileged enough to afford these schemes. Service quality pertains to the ability of the service provider to meet or exceed the expectations of the customer. Thus, the importance of such ability lies in the fact that institutions can use this to differentiate them from other role players in this highly competitive market. Several models exist to evaluate service quality, but the SERVQUAL model has been utilised in various health institutions. Furthermore, gender could also have an effect on the manner in which customers perceive service quality. The study made use of the SERVQUAL model, with a 38-item survey questionnaire forming the basis of the data collecting technique. The 38 items were divided into seven sections, which included premises/employees, doctors‟ medical services, diagnostics, nursing medical services, admissions, meals and wards. A response rate of 71% was obtained. The demographic profile of the study resembled the current demographic of the town and 35.85% of the respondents were male with 64.15% being female. The validity and the reliability of the study were confirmed by means of an exploratory factor analysis and Chronbach alpha coefficients. The analysis of the difference in means of the various factors indicated that tangibles 2 and responsiveness 1 required attention from management to improve customer satisfaction. The analysis of data pertaining to gender indicated that no difference in satisfaction levels was evident. In conclusion, management needs to focus on the factors highlighted during the study, with proper maintenance and improvement of the appearance of the facility and providing training to staff to promote patient relationships. Furthermore, the recommendations include that the model is used in all institutions to evaluate service quality levels to highlight possible shortfalls, thus providing management with ability to address these shortfalls, in an effort to improve the level of service quality across the whole health sector. / MBA, North-West University, Potchefstroom Campus, 2014

Higher education institutions (HEIs) are facing greater challenges in the modern era as a result of globalization, advancement in new technologies and the worldwide recession. As a result of these factors, as well as a decrease in government subsidies, marketing departments at HEIs find it more difficult to recruit and retain quality students. It is therefore necessary to establish what factors can contribute towards creating more satisfied and loyal students using the principles of relationship marketing, with the aim (in theory) to produce more customer advocates that will further their own studies, and actively promote their HEI to other prospective students. This study aimed to determine the customer experience levels of undergraduate students of the North-West University (NWU) in an administrative environment by using a quantitative approach. A questionnaire was distributed to students from ten different modes of delivery and campuses by using primarily a systematic random sampling technique, and self selective sampling to a lesser degree in the ten different learning models and campuses of the NWU. The total population of related administrative staff also received questionnaires, while qualitative, structured interviews were conducted with the registrars of the NWU. The data was analysed and interpreted by using the SPSS software, and frequency tables, reliability tests, factor analysis, correlations and the determination of the statistical analysis in an effort to answer the five research questions. A total of 1,299 students (4,2% of the population), 107 administrative staff members (73,2% of the population) and all four registrars participated in the study. There were significant differences found in the customer experience levels on the different campuses and modes of delivery especially in the direct interactions at service points. A strong positive correlation was reported between a positive customer experience as encountered by students, and their loyalty, as well as their intentions to continue their studies at the NWU, and their intention to actively endorse or promote the NWU to friends and family members (customer advocacy). There was also a strong positive correlation between staff members‘ intention to deliver satisfactory customer experience levels and also between it, their own loyalty and own customer advocacy levels. There was, however, no significant difference in the perceived customer experience levels between younger, on-campus students and older, off-campus students. Lastly, the NWU-PERF service quality tool was found to be a reliable and valid instrument to determine participants‘ perceptions about customer service levels at the NWU in the academic administration environment. Four of the five research questions could therefore be answered from the finding of this study, with only the expected differences in the perceived customer experience levels between younger, on-campus students and older, off-campus students proved as incorrect. It could therefore be concluded that all student populations therefore have the same customer experience desires. Several recommendations were made, including the further development, testing and usage of the NWU-PERF instrument to consistently improve service levels at the NWU, the establishing of policy documents to establish an awareness of a customer-centric approach, the development and use of appropriate technologies, the improvement of service experiences, a central customer service centre, adequate administrative staff, centralized support for off-campus programmes, and a broader, more active alumni association. / Thesis (Ph.D. (Marketing Management)--North-West University, Potchefstroom Campus, 2011.

Higher education institutions (HEIs) are facing greater challenges in the modern era as a result of globalization, advancement in new technologies and the worldwide recession. As a result of these factors, as well as a decrease in government subsidies, marketing departments at HEIs find it more difficult to recruit and retain quality students. It is therefore necessary to establish what factors can contribute towards creating more satisfied and loyal students using the principles of relationship marketing, with the aim (in theory) to produce more customer advocates that will further their own studies, and actively promote their HEI to other prospective students. This study aimed to determine the customer experience levels of undergraduate students of the North-West University (NWU) in an administrative environment by using a quantitative approach. A questionnaire was distributed to students from ten different modes of delivery and campuses by using primarily a systematic random sampling technique, and self selective sampling to a lesser degree in the ten different learning models and campuses of the NWU. The total population of related administrative staff also received questionnaires, while qualitative, structured interviews were conducted with the registrars of the NWU. The data was analysed and interpreted by using the SPSS software, and frequency tables, reliability tests, factor analysis, correlations and the determination of the statistical analysis in an effort to answer the five research questions. A total of 1,299 students (4,2% of the population), 107 administrative staff members (73,2% of the population) and all four registrars participated in the study. There were significant differences found in the customer experience levels on the different campuses and modes of delivery especially in the direct interactions at service points. A strong positive correlation was reported between a positive customer experience as encountered by students, and their loyalty, as well as their intentions to continue their studies at the NWU, and their intention to actively endorse or promote the NWU to friends and family members (customer advocacy). There was also a strong positive correlation between staff members‘ intention to deliver satisfactory customer experience levels and also between it, their own loyalty and own customer advocacy levels. There was, however, no significant difference in the perceived customer experience levels between younger, on-campus students and older, off-campus students. Lastly, the NWU-PERF service quality tool was found to be a reliable and valid instrument to determine participants‘ perceptions about customer service levels at the NWU in the academic administration environment. Four of the five research questions could therefore be answered from the finding of this study, with only the expected differences in the perceived customer experience levels between younger, on-campus students and older, off-campus students proved as incorrect. It could therefore be concluded that all student populations therefore have the same customer experience desires. Several recommendations were made, including the further development, testing and usage of the NWU-PERF instrument to consistently improve service levels at the NWU, the establishing of policy documents to establish an awareness of a customer-centric approach, the development and use of appropriate technologies, the improvement of service experiences, a central customer service centre, adequate administrative staff, centralized support for off-campus programmes, and a broader, more active alumni association. / Thesis (Ph.D. (Marketing Management)--North-West University, Potchefstroom Campus, 2011.