| Summary: | Submitted in partial fulfilment of the requirements for the Degree of Masters in Business Administration (MBA),
Business Studies Unit, Durban University of Technology
in the Faculty of Commerce, 2008 === The conditions for doing business are changing rapidly. In the last decade, the resin market has witnessed a substantial growth and rapid changes globally as well as domestically. Customer satisfaction is a critical issue in the success of any business system, hence, one of the key challenges of this market is how to satisfy and retain their customers. This issue is strongly related to how service quality is managed and which holds a significant importance to customers’ satisfaction and their perceived performance of companies. In order for companies to survive and grow, they must find new ways of thinking, which has led to doing marketing researches, especially those related to customer satisfaction.
In this study, the SERVQUAL model was employed to establish the customers’ perceptions versus their expectations of service quality at Cray Valley Resins. Both primary and secondary data were used to inform this particular research. The research was quantitative in nature and conducted in the form of a self-administered survey. The type of study used was the cross-sectional analytical survey method.
The summary of the findings reveals that the dimensions with the highest expectation were tangibles followed by responsiveness. Coincidently these two dimensions also had the largest gap scores.
The overall mean gap score (-0.326) is relatively small. Thus, it can be concluded that although the customers hold a good opinion of the quality of the services provided, expectations of the services were higher.
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