This thesis aims to ascertain the dimensions of overall service quality and develop and test a service-type and demographic framework of service quality.
A triangulation of quantitative and qualitative methods was used. Central location survey technique was used to obtain a convenience sample of 224 customers. Confirmatory factor analysis and Multivariate Analysis of Variance (MANOVA) were used to analyse the quantitative component. The follow up qualitative analysis involved the coding of responses to opel1-ended questions related to the perceptions of service quality.
Overall, as predicted, service quality was found to be a multidimensional construct that consisted of perceptions of interaction quality, physical environll1ent quality, outcome quality and systems quality. In addition, differences in perceptions of service quality across active and passive contact services were found. Although significant differences in perceptions of service quality dimensions were found for age, neither gender and income differences nor substantial interaction effects were found. The qualitative component served to reinforce expected findings and explain unexpected findings. The results of the study enhanced the understanding of the service quality construct and also shed new insights on the impact of service types and demographics on perceptions of service quality, which will assist practitioners in influencing levels of service quality and conducting diagnostic analysis.