This study was conducted among clients of Mediterranean Shipping Company with
three principal aims in mind. Firstly, adopt the appropriate measuring instrument to
measure customer satisfaction levels within MSC, using the five SERVQUAL
dimensions namely Tangibles, Reliability, Responsiveness, Assurance and Empathy. The second is to measure the levels of customer satisfaction within MSC and lastly to make recommendations towards improving the levels of service quality and ultimately begin implementing a customer orientated quality assurance programme within MSC.
The results show that there are significant differences between the respondents'
expectation and their perceptions. All five dimensions showed that customers'
expectations exceeded their perceptions, with Tangibles having the smallest gap and
Reliability having the largest gap. It has been the talk of many customers that MSC
provides very good service to their customers. On the contrary, this study reveals that
there is still some level of dissatisfaction among the customers. Therefore, it is hoped
that this study would contribute to MSC's understanding of their clients' perception of
service quality and develop a marketing strategy that will increase their customers'
level of satisfaction and improve their relationship with MSC. / Thesis (MBA)-University of KwaZulu-Natal, 2005.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:ukzn/oai:http://researchspace.ukzn.ac.za:10413/9974 |
| Date | 12 November 2013 |
| Creators | Vandayar, Lalitha (Lynette) |
| Contributors | Raap, Peter. |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | English |
| Type | Thesis |
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