Customer satisfaction on service quality of University Veterinary Hospital (UVH) canine section, Universiti Putra Malaysia (UPM): application of servqual model

Ramli, Nurhayati (2016) Customer satisfaction on service quality of University Veterinary Hospital (UVH) canine section, Universiti Putra Malaysia (UPM): application of servqual model. [Project Paper] (Submitted)

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Abstract

Service quality is important in planning the market strategy and financial performance of a business. SERVQUAL instrument is commonly used to measure service quality by comparing the gap between customer expectations and perceptions across five dimensions of service quality: tangibles, reliability, responsiveness, assurance and empathy. This gap score indicates how well the service is performing towards fulfilling customer satisfaction. There have been no studies so far reporting service quality in veterinary services worldwide. The aim of this study was to identify customer expectations, perceptions and satisfaction on the quality of service provided by the University Veterinary Hospital (UVH) Canine section. This will enable UVH to identify areas requiring improvement for better quality service. Two sets of questionnaire containing 15 questions each; the first set on the customers’ expectations towards veterinary hospitals in general, and the second set on customers’ perceptions of the service received in UVH were distributed among customers to the Canine section over four weeks. Gap scores were computed based on the following formula: Gap Score (GS) = Perception (P) – Expectation (E). A total of 70 respondents were obtained. Majority of the respondents were working Chinese females with high income. Perceptions were significantly (P < 0.05) lower than expectations across all 15 questions and 5 dimensions, indicating negative gap scores. The reliability dimension exhibited the biggest gap score (-0.66) while tangible and empathy dimensions had the smallest gap scores (-0.38 and -0.39) respectively. UVH should invest more in the reliability dimension to improve its service quality.

Item Type:	Project Paper
Faculty:	Faculty of Veterinary Medicine
Depositing User:	Ms Nurhaznita Mahmood
Date Deposited:	14 Dec 2022 08:05
Last Modified:	14 Dec 2022 08:05
URI:	http://psaspb.upm.edu.my/id/eprint/638

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