Abstract:
The
main goal of the customer satisfaction with service quality at the DVLA,
Sunyani. The case study research design was employed. Within this strategy, the
questionnaire was designed to collect data from the customers and staff of
DVLA. A sample of 115 participants was
engaged mainly from the customers and workers of the Authority. The data
analysis comprised data handling (checking that all questions were answered),
coding of the questions, and the quantitative analysis of the data with the help
of the Statistical Package for Social Scientists (SPSS, V.20). The analyzed
data was presented by means of frequency tables. The study revealed that
customers were generally satisfied with DVLA meeting Customers’ expectations of service. Again, it was observed that customers expressed their general
satisfaction with the service experience in the DVLA. Also, customers were
generally satisfied with the quality
of services received. the study revealed that the customers perceived the DVLA as
responsive as Staff informed them as to when the needed service will be
provided, Staff attended to them promptly, and DVLA employees are customer friendly. With
regard to the empathy dimension of service quality provided by the
DVLA, the study revealed that customers rate the empathy dimension of service
quality high as the staff is courteous and polite, Staff were very knowledgeable about
their work, and Staff was very professional in their
work. The tangibility dimension of service quality revealed mixed reactions
from the customers as they were satisfied with some measures and at another
dissatisfied. For instance, while customers were generally satisfied with DVLA
staff appearance, and the general outlook of the offices of DVLA, most of the
customers were not satisfied with the adequacy of facilities to attend to
clients with, and inadequate seating arrangements while waiting to be served.
The assurance dimension of service quality at the DVLA office, Sunyani revealed
that there is clarity of
information and advice provided when they made inquiries, the
overall information about the office was
easy to obtain, and DVLA services are simple and easy to follow the process to
receiving services. The overall measure of satisfaction of the
reliability dimension showed that customers were generally satisfied with
service delivery of the Authority particularly, DVLA delivery of service is
timely, tells customers when exactly service will be performed, and provide
efficient services to customers. The study revealed that the general
perceptions of services provided by DVLA were satisfactory as customers
perceived that during a visit to the DVLA they were attended to promptly by
staff, services were very efficient and reliable, Staff were very knowledgeable about
their work, Staff appearance was appealing and overall information about DVLA was
easy to obtain. The study recommends to the management of
DVLA to provide enough seats for customers to sit while they wait for their turn
to be served.