The factors that contribute to students’ positive perceptions towards service quality in selected off-campus residences in Nelson Mandela Bay

Post 1994 in South Africa there has been a notable increase in the number of students enrolled at different universities which offer student accommodation. Unfortunately, only 20% of the students can be accommodated in on-campus university accommodation, which results in most students seeking accommodation in off-campus student residences many of whom do not meet the quality requirements stipulated by the Department of Higher Education. This is what prompted this research study, whose aim was to investigate the perceptions of NMU students residing in off-campus residence, towards service quality. A literature review was conducted and focused on the service quality construct, delved into the definitions of services and quality and their benefits in all industries as well as within the student housing context. The different theoretical models used in the evaluation of service quality i.e., SERVQUAL, SERVPERF, the Gaps Model and Gronroos Model were discussed. A questionnaire based on the modified SERVQUAL tool was utilized in the evaluation of service quality levels in accredited NMU off-campus residences in Nelson Mandela Bay. Statistical evaluations were conducted on the five dimensions of SERVQUAL, namely, reliability; responsiveness; assurance; empathy and tangibles/physical attributes. The primary objective of this research was achieved, as the perceptions of students towards service quality in off-campus student accommodation were successfully measured using the SERVQUAL tool. Three service quality dimensions, namely, assurance, empathy and tangibles received positive assessments. On the other hand, the empirical research results clearly demonstrated two factors that scored low i.e., reliability and responsiveness, which reflects the respondents’ negative perceptions towards these two factors. Practical steps must be taken by off-campus residence management to ensure that the expectations versus perception service gap highlighted by the empirical findings of this study are addressed in order to keep their customers satisfied and remain competitive. Cronbach alpha coefficients above 0.80 were obtained for all the five variables, proving the SERVQUAL instrument’s internal consistency and reliability to be very good.Thesis (MBA) -- Faculty of Business and Economic Science, Business Administration, 202