Service quality measurement for non-executive directors in public entities

D.Comm.In commercial corporations shareholders, at least in theory, evaluate the performance of the boards they have appointed. Such evaluation is mainly based on the financial performance of the entity. Public (state funded) entities have only the state as shareholder and the performance of their boards is not evaluated by the taxpayers who ultimately pay the directors' fees. The term "public entity" refers to 20 corporations with an annual turnover in excess of R 55 billion which are substantially tax-funded or are awarded a market monopoly in terms of legislation by parliament. Although these public entities are regularly criticised by the press, the academic literature reports neither an assessment of the quality of governance by their non-executive directors' nor any instrument to use in such an assessment. The aim of this study was to measure the expectations and perceptions of executives in public entities about their non-executive boards' corporate governance service. This began with a literature was analysis, firstly to define what "proper" corporate governance and secondly to find a recognised methodology to use in the development of an assessment instrument. It was found that two main corporate governance models were generally recognised, namely the United Kingdom model and the German model. The United Kingdom model advocates a single board comprising both executive and non-executive directors while the German model has a supervisory board of non-executive directors overseeing the activities of an executive management board. It was further found that, contrary to King's (1994) recommendation to use unitary boards, the 20 listed public entities all had supervisory boards as advocated in the German model. A procedure advocated by Churchill (1979:65-72), in his paradigm for developing measures of marketing constructs, proved to be very successful in the development in the United States of America of an instrument named SERVQUAL which was applied in the general service arena where a paying client evaluated a service. Churchill's method was therefore used in this study to develop an instrument called ECGSI to measure the quality of governance of listed public entities' non-executive boards. The opinions of executives attending board meetings, e.g. to make presentations, were used both to develop ECGSI and to measure the quality of the non-executive directors' service