Customers expectation and perception of the level of service provided by Autolab.
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Date
2009
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Abstract
Autolab is a department of the South African Sugar Association, which develops and
provides support services for computerised systems installed in the local sugar
industry as well as one sugar mill in Zimbabwe.
Autolab’s customers in South Africa were surveyed to measure their present levels of
satisfaction towards the service provided by Autolab and to identify areas of strengths
and weaknesses.
The data collected for this formal study was through a quantitative survey research
instrument called SERVQUAL. The survey was limited to Autolab’s Laboratory
Information Management Systems (LIMS) users who are in contact with the Autolab
staff and who will be able to rate their quality of service. These users are mainly the
senior employees of the departments that are using the Autolab’s LIMS systems. They
represent the population of this study, which are 79 users. A very good response rate
of 91 % percent was achieved with 72 questionnaires being completed and returned
by the respondents.
The results of the survey show that the respondents’ expectations exceeded their
perceptions for all the service quality dimensions. However, the difference between
expectations and perceptions was significant for all the service quality dimensions
except the empathy dimension. This implies that Autolabs’ customers have some level
of dissatisfaction with the quality of service they provide. It is hoped that the
shortcomings identified in this study will help Autolab to improve the quality of
service they provide.
Description
Thesis (MBA)-University of KwaZulu-Natal, 2009.
Keywords
Customer services., Customer relations., Theses--Business administration.