Quality Service, Customer Satisfaction, and Performance of Non-Academic Offices

In the world of education, where academicsis the focal service, researchers have found that service quality is another thing which students consider. It is becoming more difficult for universities to enhance and maintain a competitive advantage in their target markets because of competition. This study was conducted to determine the impact of quality service and satisfaction on the performance provided by the non-academic offices to find out the areas that need improvement. The study made use of descriptive - correlational and causal research designs. The study focuses on the SERVQUAL model; reliability, tangibility, responsiveness, assurance, and empathy which are important to  students. This study used a random sampling of students who were frequently availing of the services being studied. Research finds a moderate level of quality service and satisfaction while performance meets the expectation as perceived by the customers. Customer satisfaction has a great impact on the non-academic office’s performance. Positive perception about the quality of service leaves a positive image in the mind of students which finally leads them towards a higher level of satisfaction.

Keywords: SERVQUAL model, customer perception, satisfaction, expectation, competition