The Influence of Customer Care on the Students’ Satisfaction with University Services: A Case of Selected Regional Centres of the Open University of Tanzania.

Balabala, Nkwabi Siyabo (2025) The Influence of Customer Care on the Students’ Satisfaction with University Services: A Case of Selected Regional Centres of the Open University of Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

The study was about the influence of customer care on students’ satisfaction with the university services, a case of selected centre of the Open University of Tanzania. Customer care and comfort are fundamental concepts that companies must understand for their survival and competitive environment. Institutions must know how to measure these constructs from customers’ satisfaction to identify their needs. The primary purpose of this study was to assess the influence of customer care on the students’ satisfaction with the university services. This study approach was purely quantitative; it was guided by positivism research philosophy. A case study design was applied to allow a unique examination of the problem of groups or situations. A structured questionnaire was designed and distributed to respondents using a simple random sampling technique for acquiring data from OUT students. The Statistical Package for Social Science was used for analyzing of the data carried; the results found that the overall customer care on the students’ satisfaction was satisfactory implying that there was a significant relationship between the service dimensions and students satisfaction with university services. However in the five dimensions in each variable, such service Tangibility results revealed that students were not satisfied with the learning environment, service reliability also students were not happy with the willingness of lecturers to provide prompt service. Also, field results found that employees are busy to respond to students’ request in the case of service responsiveness. The study recommends to the management of higher learning institutions to recognize and appreciate the roles played by Service Quality Dimensions for better customer care and improved customer satisfaction. Keywords: Customer Care, Service Tangibility, Service Assurance, Service Reliability.

Item Type: Thesis (Masters)
Subjects: 600 Technology > 658 Gerneral management
Divisions: Faculty of Business Management > Department of Accounting and Finance
Depositing User: Mr Habibu Kazimzuri
Date Deposited: 23 Dec 2025 07:05
Last Modified: 23 Dec 2025 07:05
URI: http://repository.out.ac.tz/id/eprint/4818

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