Service quality practices and students satisfaction towards the Department of Communication Design

  • A. K. Badu Department of Communication Design, College of Art and Built Environment, KNUST, Kumasi
  • E. Appiah Department of Communication Design, College of Art and Built Environment, KNUST, Kumasi
  • E. F. Eshun Department of Communication Design, College of Art and Built Environment, KNUST,
Keywords: Service quality, SERVPERF, higher education, students perception,

Abstract

The increase in the number of tertiary institutions in Ghana offering Communication Design calls for a review of activities in the premium Department of Communication Design in Kwame Nkrumah University of Science and Technology. Grounded in service qualitytheory, the study examined students' perceptions and satisfaction relationships among five key variables related to satisfaction with service quality: assurance, tangibles, reliability, empathy and responsibility. The design employed for the study was survey. A total of 400 questionnaire were randomly distributed, out of which 260 were returned during the end of the second semester of the 2014/2015 academic year. The instrument used for the study was adapted from Cronin and Taylor's Service Quality Questionnaire.The instrument consisted of two parts; Part A consisted of items o respondent's biodata while Part B comprised of 22 items which elicited responses from student's perceived satisfaction. The results of the study using the factorial analysis technique indicated that students had negative perceptions and satisfaction about service delivery in the department. The findings suggest that there is a missing link between the deapartment and students. Baesd on these findings, the researchers recommend that there should be an avenue where students can address their concerns without malice, and also ensure that these concerns are given the maximum consideration.
Published
2017-05-12
Section
Articles

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eISSN: 0855-0395