Management's perception of customers' service feedback in an ICT company : an explorative study

Abstract

The purpose of this research was to explore how management explains the difference between the overall service quality ratings of staff at Company X versus the overall service quality ratings of Company X. The organisation conducts customer service measurements on a regular basis to monitor their customers overall service experience regarding the staff and the organisation. The results of the research identified a discrepancy regarding customer perceptions of the service they receive from the staff versus the service Company X is providing. Management was the focus of the study due to management having a direct or indirect influence on service gaps in the organisation. The SERVQUAL model, together with systems theory, was applied as a framework to explore management perceptions as to why a service quality gap exists. In-depth face-to-face interviews were conducted with management staff of Company X who are responsible for customer service. Thematic analysis was used to analyse the interviews and through content analysis six main themes were identified with various subthemes. The theoretical and empirical objectives were addressed and it was concluded that inconsistent practices within the organisation specifically the lack of consistent performance management can create an inconsistent service experience. The findings also revealed that Company X have various focus areas to improve the overall customer experience of the organisation.