A critical evaluation of service quality and management involvement in a service organisation

M.Comm.Customer service quality is an important aspect in the process required to make an organisation successful. Research has shown that it is very expensive to acquire new customers and that the ideal is to keep existing customers, to satisfy their needs and give them value for money to ensure that they return to the organisation. Servicing existing customers will also ensure that profitability improves over time. Seven leading organisations in South Africa were selected to investigate what they define as good quality customer service. The investigation revealed that management plays an important role in creating and maintaining a culture of quality customer service. Customer contact, listening to the customer, determining what his needs and expectations are, is required to ensure that the customer is satisfied with the organisation. It is furthermore clear that the demands of customer service change over time and that organisations need to be flexible to meet these changing needs. The quality customer service was measured in Rand Air and the SERVQUAL model of Parasuraman was used as a basis. The study gives a summary of the background of the model. The model was further adjusted to be relevant to the compressor hire industry. Rand Air (Pty) Ltd was used as the basis on which to do the study, and the industry was used for comparison purposes. Rand Air's history and present position were described, as well as what Rand Air does as far as customer service is concerned. The study was done over a two year period. Certain recommendations were made as areas for improvement