Perceived Quality of Service and Behavioral Intentions of First-Time Students Enrolled at The University of North Carolina Asheville

The purpose of this study was to use the SERVQUAL (Service Quality Instrument) to examine the perceptions of first-time enrolled students at University of North Carolina Asheville regarding the services they receive from a selected group of departments in the university's One Stop area. In addition, the study examined whether a relationship existed between the selected independent variables (gender, race, on-campus residency status, residency status for tuition purpose, estimated family contribution, SAT Total, high school weighted grade point average, UNC Asheville grade point average, assurance, empathy, reliability, responsiveness, and tangibles) and perceived service quality. The study also explored the relationship between selected variables and the potential positive and negative behavioral intentions of the students. Three research questions were used to guide the study. The population consisted of all of the students enrolled at the university during the spring 2010 semester that had enrolled for the first time at any college fall 2009. The study revealed a positive perceived quality of services for the One Stop departments. The research also demonstrated that there is a very strong association between service quality and the five dimensions measured on the SERVQUAL instrument. The results revealed also that positive and negative behavioral intentions have a significant relationship between one another. The study also confirmed for the university that one of the areas for improvement in the One Stop area is the overall physical look of its offices and brochures (tangibles dimension of the SERVQUAL instrument). These results will assist the university in their efforts to enhance the quality of services provided to its students. The results of the research also support the institution's decision to relocate the One Stop department areas and provide centralized services. The findings of this study are significant because in a time where institutions face limited resources and increased competition for students, the results provide inform the administration regarding potential issues and best practices. How students perceive the quality of services they receive has been shown to influence how students intend to behave (Ham, 2003; Kerlin, 2000; Christy; 1997). In today's competitive market, institutions are well-served by examining how and why their students may respond to these perceptions. And just as importantly, what expectations the students have for these services. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]