Assessment of Service Quality and Customer Satisfaction at Cavite State University Main Campus

Authors: Rowelyn M. Labio, Theo Alexies R. Satparam, and Gerry M. Castillo

Abstract: The main objective of this research was to asses1s the service and customer satisfaction of the stakeholders of the Cavite State University-Main Campus. Specifically, it aimed to: 1. determine the overall service quality as perceived by customers in terms of: academic service, health care service, security service, payment service, and registration service; 2. Determine the service quality dimensions that bring satisfaction to customers of the university; 3. Identify the factors that hinder customer satisfaction to customer; and 4. determine what should be done to improve customer satisfaction in the university. The study was conducted at Cavite State University Main-Campus Indang, Cavite from August 2016 to March 2017. The researchers evaluated the quality of the university services and measure the customers’ satisfaction by applying the well-known SERVQUAL model. The deployment of the model revealed at first the importance of the university know-how to measure services from the consumers’ perspective so as to better understand their needs. The results from SERVQUAL y. The highest gap score between perception and expectation were payment service with a gap score of (-1.38). Then, followed by academic service (-1.13), registration service (-0.97), health care service (-0.82) and security service (-0.83). In order to enhance the service quality, each service should develop strategies that would improve customer’s perceptions. The customer satisfaction strategy will significantly help university services to compare their performance against customer standards, compare customer standards against internal process and identify opportunities for improvement.

Keywords: SERVQUAL, Tangibles, Reliability, Assurance, Empathy, Responsiveness