Service quality in academia: A South African experience

Abstract

As competition intensifies and environmental factors become more hostile, the concern for service quality grows. Student numbers have become a focal point in the offering of programmes. With regular quality audits, academia prioritises the fulfillment of the HEQC criteria, but lacks the provision of service quality to the student. If service quality is to become the cornerstone of marketing strategy, the marketer must have the means that differentiates the different academic institutions in SA. Service quality is considered a critical determinant of competitiveness. Attention to "service quality" can help an organisation to differentiate itself from other organisations and through it gain a lasting competitive advantage. High quality of service is considered an essential determinant of the long-term profitability not only of service organisations, but also of manufacturing organisations. In some manufacturing industries "service quality" is considered a more important order winner than "product quality". Superior "service quality" is a key to improved profitability, and not the cost of doing business. Exemplary service is the next sale in the making. The methodology of the research comprises a qualitative, exploratory and descriptive design. Relevant literature in conjunction with national and international trends was used to understand how best practices could be employed.