| Pub. Date | : May, 2021 |
|---|---|
| Product Name | : The IUP Journal of Marketing Management |
| Product Type | : Article |
| Product Code | : IJMM10521 |
| Author Name | : Omary Swallehe |
| Availability | : YES |
| Subject/Domain | : Marketing |
| Download Format | : PDF Format |
| No. of Pages | : 27 |
This paper aims to examine service delivery and customer satisfaction in public organizations. The SERVQUAL model is employed using five dimensions, namely, tangibility, empathy, reliability, responsiveness and assurance, and primary data from 200 sampled respondents from four districts of Dar es Salaam region. The multivariate results establish that independent variables tangibility, reliability, and assurance are statistically significant to influence customer's satisfaction (the significant value is below 5%). This indicates that improvement of SERVQUAL dimension multi-items of tangibility, reliability, and assurance such as working facilities and good personnel skills increases the level of customer satisfaction on the services provided by public organizations. The understanding of the importance of quality service and customer satisfaction in public organizations should make policymakers design appropriate interventions that would improve the level of services delivered by public organizations for the betterment of the people and the country in general.
In most countries, public services have failed to meet customer expectations due to
several factors like inadequate human power, outdated working tools, lack of ethics and
budget constraints, just to mention a few (Osborne, 2018). However, with the increasing
customer awareness, competition on available resources and drive for accountability
and transparency, the best practices of public services delivery are the key guidelines for
all public organizations (Lee and Cheng, 2018; and Petersen et al., 2018).
Further, the provision of quality service to attain customer satisfaction is very
important in improving organization image, performance and resource management
(Guo et al., 2008; Kibanya, 2015; and Muniu, 2015). The quality of service can be
measured by looking at the time taken to deliver the service, manner of addressing
customer's needs (flexibility, transparency, etc.) and cost effectiveness, just to name a
few (Omary and Mandari, 2013; and Osborne, 2018).