The main objective of the study was to analyze the quality of public service delivery and to examine the level of customer’s satisfaction in Burayu Town Municipality, Oromia Region. The study was conducted to identify the level of service quality and customers’ satisfaction at the municipality.
The total of 412 customers who were the service users of the municipality were selected as a sample size by using Yamane Taro’s sample selection formula as a study subjects. The study used convenience sampling method for sample selection of respondents’ and purposive sampling for interview of Public Service Manager. Open-ended questionnaires, closed ended questionnaires and interview were employed for data collection. Regarding research methodology; the researcher employed explanatory research method with both qualitative and quantitative data type. The analysis conducted using Microsoft Office Excel 2007 and presented by using tables, graphs, frequency distribution and percentage. From the study it was found that service quality dimensions were positively related to customer satisfaction; as service quality meets customers’ expectation it leads to customers’ satisfaction. The result indicates that the dimensions of service quality measures were not fully practised by the municipality, which results in low level of service quality and customers’ satisfaction. Municipal officials need to ensure that all tangible attributes related to employee performance create a desirable impact on customer perception of quality. This is important as customer continue to look for tangible cue as a means to reduce perceived service quality and describe their service experience in Burayu town municipality.
Table of Contents
1. Introduction
1.1 Background of the Study
1.2 Statement of the Problem
1.3. Research Questions
1.4 Objective of the Study
1.4.1 General objective
1.4.2 Specific objectives
1.5. Scope of the Study
1.6 Limitations
1.7. Significance of the Study
1.8 Operational Definition of Terms
2. Literature Review
2.1 Theoretical Literature Review
2.1.1 The definitions of Service
2.1.2 Characteristics of Services
2.1.3 Service Quality
2.1.4 Factors Influencing Provision of Quality Public Service
2.1.5 Principles of Public Service Delivery
2.1.6 Customer Satisfaction
2.1.7 Customer Satisfaction Measurement
2.1.8 SERVQUAL Model of Measuring Customer Satisfaction
2.1.9 Service Quality and Customer Satisfaction
2.2. Empirical Literature Reviews
2.3 The Conceptual Framework of the Study
3. Research Methodology
3.1 Descriptions of the Study Area
3.1.1 Location
3.1.2 Population of the Study
3.2 Research Design
3.3 Sample and Sampling Techniques
3.3.1 Sampling Technique
3.3.2 Sample Size
3.4. Sources of Data
3.4.1 Primary Data Sources
3.4.2 Secondary Data Sources
3.5. Tools of Data Collection
3.6. Procedures of Data Collection
3.7. Methods of Data Analysis
3.8. Validity and Reliability
4. Results and Discussions
4.1 Demographic Profile of Respondents’
4.2. Service Quality and Customers Satisfaction by SERVQUAL Method
4.2.1 Tangibility of the Municipality’s Service
4.2.2 Reliability of Municipality’s Service
4.2.3 Responsiveness of the Municipality’s Service
4.2.4 Assurance of the Municipality’s Service
4.2.5 Empathy of the Municipality’s Service
4.2.6 Summary of the Municipality’s Service Quality Dimensions
4.3 Respondents Opinion on the Level of service quality of the municipality
4.4 Compliant Handling Mechanism from Customers’ Perspective
4.5 Customers Perceptions on the Practices of the Public Service Delivery Principles in the Office
4.6. Status of Customer Satisfaction on Public Service Delivery
4.7 Challenges in providing and receiving quality service at the municipality
4.8 Respondents Recommendations on how to improve customer satisfaction
4.9. Analysis of Interview with Public Service Manager of the Municipality
4.10. Discussions
5. Summary of the Findings, Conclusions and Recommendations
5.1 Summary of the Findings
5.2 Conclusions
5.3 Recommendations
5.4 Future Research Direction
Research Objectives and Key Focus Areas
The primary objective of this research is to analyze the quality of public service delivery and examine the level of customer satisfaction within the Burayu Town Municipality, Oromia Region, utilizing the SERVQUAL model to identify service gaps and suggest potential improvements.
- Analysis of public service quality dimensions: Tangibility, Reliability, Responsiveness, Assurance, and Empathy.
- Assessment of customer satisfaction levels and the effectiveness of current service delivery processes.
- Evaluation of customer complaint handling mechanisms within the municipal office.
- Identification of major challenges hindering the provision of high-quality public services.
- Formulation of recommendations to enhance municipal service efficiency and customer relationships.
Excerpt from the Book
2.1.3 Service Quality
Researchers have tried to operationalize service quality from different perspectives for different service applications. Authors (Parasuramanet al., 1988) agree that service quality is an abstract concept, difficult to define and measure. Key characteristics of service quality can be difficult to define due to the highly subjective nature of service quality. This is underlined by Deming (1986) when he stated that; quality can be defined only in terms of the agent.
In essence; ultimately this means that it is the consumer that will form a judgment about the quality of any given service that they receive”. A further complexity in trying to understand the service quality is its dynamic nature. Firstly, the speed of a consumer’s reaction to service quality is immediate, compared, for example, with the speed of reaction to manufactured goods.
Additionally, because of the immediacy of the consumers’ service quality evaluation, attempting to understand a consumer’s reaction to a future service cannot be ascertained today as consumer needs and expectations continually change. Therefore, the relevant characteristics are those which are important to each individual consumer at a specific point of time (Deming, 1986). This is particularly well summarized by Peters (1985) who stated that; “consumers perceive service in their own unique, idiosyncratic, emotional, irrational, end-of-the-day, and totally human terms. Perception is all there is.”
Summary of Chapters
Chapter One: Introduces the research topic, providing background information on public sector service delivery, the problem statement, research objectives, and the scope of the study within Burayu Town.
Chapter Two: Provides a comprehensive literature review on theoretical definitions of service quality, the SERVQUAL model, customer satisfaction measurement, and empirical studies related to public sector service delivery.
Chapter Three: Details the research methodology, including the descriptive and explanatory research design, data collection instruments (questionnaires and interviews), and the sampling techniques applied to the Burayu Town Municipality study area.
Chapter Four: Presents the empirical results and discussions regarding the demographic profile of respondents, service quality assessments, complaint handling mechanisms, and identified challenges.
Chapter Five: Concludes the thesis by summarizing the key findings, offering strategic recommendations for the municipality to improve service delivery, and suggesting directions for future research.
Keywords
Service Quality, Customer Satisfaction, Burayu Municipality, SERVQUAL Model, Public Service Delivery, Complaint Handling, Customer Perception, Local Governance, Service Performance, Public Sector Reform, Employee Attitude, Customer Feedback, Tangibility, Reliability, Responsiveness
Frequently Asked Questions
What is the core focus of this research study?
The study primarily focuses on assessing the quality of public service delivery and the resulting customer satisfaction levels within the Burayu Town Municipality in the Oromia Region.
What are the primary thematic areas investigated?
The study examines five key service quality dimensions (SERVQUAL): Tangibility, Reliability, Responsiveness, Assurance, and Empathy, alongside complaint handling mechanisms and current challenges in service provision.
What is the overarching research goal?
The goal is to determine the gap between customers' expectations and their actual perceptions of the services provided by the municipality to facilitate improvements in administrative efficiency.
Which scientific methodology was utilized?
The research employed an explanatory and descriptive research design, utilizing a mix of quantitative data from structured questionnaires and qualitative data from interviews with the municipal management.
What content is covered in the main body of the work?
The main body covers a theoretical and empirical review of service quality, a detailed methodology section, and a thorough discussion of survey results concerning demographic profiles and service quality metrics.
Which specific keywords characterize this academic work?
Key terms include Service Quality, Customer Satisfaction, Burayu Municipality, SERVQUAL Model, Public Service Delivery, and Complaint Handling.
How does the SERVQUAL model apply to this study?
It is used as the foundational framework to measure the gap between customer expectations and perceptions across the five dimensions of service quality, providing a standardized way to evaluate the municipality.
What are the key conclusions regarding Burayu Town Municipality?
The research concludes that there is a significant gap between customer expectations and service delivery, with low levels of satisfaction observed across most dimensions, particularly regarding responsiveness and empathy.
What recommendations does the author make for service improvement?
The author suggests prioritizing customer feedback, implementing mandatory on-the-job training for staff, improving transparency and information dissemination, and establishing a robust complaint handling system.
Are there unique challenges identified for this specific town?
Yes, the study highlights critical issues such as lack of proper time management by employees, corruption, absence of clear recruitment processes, and a general lack of commitment to serve the public efficiently.
- Citar trabajo
- Ebisa Bakana (Autor), 2020, Service Delivery and Customer Satisfaction. The Case of Burayu Town Municipality, Ethiopia, Múnich, GRIN Verlag, https://www.grin.com/document/940677
