dc.description.abstract | This research project sought to establish the relationship between Service Quality and
Customer Satisfaction in Certified Public Accountancy Training Institutions (CPATIs) in
Nairobi. The study focused on influences of the five dimension of service quality using
the SERVQUAL model on customer satisfaction. The five dimensions of quality studied
were: Tangibility, Reliability, Responsiveness, Empathy and Assurance. The objectives
of this study were; to establish levels of service quality and customer satisfaction; and
determine the relationship between service quality and customer satisfaction in CPATIs
in Nairobi Kenya.
The study population was all Kasnebaccredited CPATIs in Nairobi. The respondents
were students in these accredited CPATIs. Stratified sampling technique was used to
identify the five hundred (500) respondents who formed the sample out of five thousand
(5,000) respondents. Five hundred (500) questionnaires were distributed, 80% success
response rate was achieved. Data was analyzed using Statistical Package of Social
Sciences (SPSS) version 17.
Regression model was used to extract the relationship between service quality and
customer satisfaction equation. The results indicated that there was a positive relationship
between service quality and customer satisfaction. The entire five service quality
dimensions except Empathy were found to be statistically significant in influencing
customer satisfaction. The findings also revealed that, the customers‟ expectations were
relatively higher than the perception hence resulting into negative score after gap analysis
(Perception- expectation), meaning the studied CPATIs were offering less quality
services that what the customers were expecting hence dissatisfaction.
CPATIs management should therefore focus on improving all the five quality dimensions
so as to achieve high customer satisfaction levels, hence acquiring a competitive
edge.The CPATIs supervisory and regulatory body should usethe findings in this study in
evaluating and licensing the CPATIs. This will ensure that the students get quality
services from these institutions. | en_US |