International Journal For Multidisciplinary Research

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Assessment of Service Quality and Customer Satisfaction in Higher Learning Institutions' Cafeterias: An Empirical Study of College of Business Education (CBE), Dodoma City, Tanzania

Author(s) Adam .R. Msendo
Country Tanzania
Abstract The study was conducted in 2023 at College of Business Education in Dodoma City, Service quality has increasingly been the subject of research in latest years. The generic model SERVQUAL was introduced and tested by Parasuraman, Berry and Zeithaml (1985), to assess the perceived quality of a service. Service quality is deemed very important because it leads to higher customer satisfaction, increase profitability, reduce cost, and increase customer loyalty and retention. The main purpose of this research is to assess customer satisfaction and service quality using SERVQUAL model within cafeterias in Higher Learning Institutions (HLIs). Other purposes comprise how customers perceive service quality; identify service quality dimensions that assist to higher satisfaction, describe how consumers (students and staff perceive service quality and whether they are satisfied with services provided by these Cafeteria in College of Business Education (CBE)-Dodoma campus. A sample of 150 respondents from CBE Dodoma campus was selected through stratified random probability sampling method. A self-completion questionnaire was developed from the SERVQUAL instrument and distributed using a convenience sampling technique to both students and staff in CBE campus to determine their perceptions of service quality in cafeteria. The study found that the overall service quality perceived by consumers was not satisfactory meaning expectations exceeded perceptions and all the dimensions revealed higher expectations than perceptions of services. Practical implications proposed hat cafeteria in CBE Dodoma are not providing the level of service quality demanded by customers. The findings suggested that cafeterias need to improve all the dimensions of service quality from the gap analysis carried out. The study contributed to the existing literature by assessing service quality in cafeteria by employing the SERVQUAL approach. The result of this study offers a direction towards better services and facilities, which lead to an increase of the competitive influence of the cafeteria business in the marketplace.
Keywords: service quality, customer satisfaction, cafeteria, SERVQUAL, Dodoma
Keywords Keywords: service quality, customer satisfaction, cafeteria, SERVQUAL, Dodoma
Field Business Administration
Published In Volume 6, Issue 3, May-June 2024
Published On 2024-06-03
Cite This Assessment of Service Quality and Customer Satisfaction in Higher Learning Institutions' Cafeterias: An Empirical Study of College of Business Education (CBE), Dodoma City, Tanzania - Adam .R. Msendo - IJFMR Volume 6, Issue 3, May-June 2024. DOI 10.36948/ijfmr.2024.v06i03.22138
DOI https://doi.org/10.36948/ijfmr.2024.v06i03.22138
Short DOI https://doi.org/gtxrkv
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