Assessing Service Quality at the University of Cape Coast, Ghana

Abstract

This study assessed service quality in the University of Cape Coast. The specific objectives were to; identify the dimension of service quality that is most dominant in the University of Cape Coast; test the differences in the perception of service quality among male and female students in the University of Cape Coast; And finally, assess the difference in the perception of service quality among undergraduate and post-graduate students in the University of Cape Coast. The study was a survey study which adopted a quantitative methodology. The design of the study was descriptive, with a sample of 379. The study adopted a simple random technique. The study findings first indicated that the most important dimension in respondent’s perception of service quality of UCC is Assurance, and the least important is Empathy. The results of the study also pointed out that, there was a significant difference between male and female students on Empathy dimension of service quality while gender had no significant effect on the other four dimensions. On the final objective, it was seen that with respect to difference in student’s perception in level of study, all the dimensions were not significant only with the exception of Responsiveness that is significant at 90% confidence level. The study recommends that the Management of the University invest and acquire state of the art equipment to reverse the least Tangibility score. With respect to differences in demographic factors on quality dimensions, the study recommends that gender differentiation in terms of allocating students to various lectures applied in service delivery.