THE PROBLEM AND ITS SCOPE
Rationale of the Study
Education has been a vital role in a person’s development. As an institution of higher learning, University of Cebu is committed to an authentic education that is founded on the principles of humanity, nationalism and academic excellence. It provides students different opportunities to attain success. Various institutions offer different kinds of services from high class teachers, good teaching methodology, down to hard working janitor. These institutions have different styles and standards. Each has its own individuality and appeal to the people. Furthermore, among their many differences would be in how they manage and provide their clientele with value added transactions through positive customer service interactions. The customer’s expectation is to feel important and assisted during the interactions that ultimately lead to their desired end result. Registrar’s office of UCLM is one of the departments of the university who provide services to the students, parents, and inquirer who needs information. Students, whether they like it or not, can always experience how registrar’s offices provide services. Grade information, students 201 file, TOR, evaluation and adjustment of subjects, changing of grades and correction of name, preparing study loads, giving of diploma, and enrollment verification are some of the services that registrars’ office can provide. This research study assesses the customer satisfaction of students’ services of registrars’ office because some problems regarding the registrars’ services has been observed. One of the researcher experienced bad interaction of registrar personnel that includes the working scholar assigned. She processed her correction of name. She went to registrars’ office for an update that it came to the point that she visited the registrar five times for a follow up of her correction of name. Unfortunately, according to working scholar assigned they will have to find her 201 file because her correction of name was not yet done because her 201 file was not found. As a service provider of the institution, the registrar personnel must have a records management for a continuing process of every transaction. This experience is one of the factors that need to be observed. Customer service and satisfaction is everyone’s responsibility in any institution and these negative behaviors should never be tolerated and need to be addressed. The purpose of this study is to fully assess the customer satisfaction of registrar’s office services. This assessment would help in identifying the aspects whether they are effective at the same time those which they are ineffective in providing services to customers. This study would serve as a basis for improvement to meet the customer satisfaction.
Customer service is the provision of service to customers before, during and after a purchase. According to Jamier L. Scott (2002), “Customer service is a series of activities designed to enhance the level of customer satisfaction that is, the feeling that a product or service has met the customer expectation”. Its importance varies by product, industry and customer. Customer service may be provided by a person (ex. Sales and service representative) or by automated means called self-service, like Internet sites. Customer Service is normally an integral part of a company’s customer value proposition. In their book Rules to Break and Laws to Follow, Don Peppers and Martha Rogers, Ph. D. (February 2008) write that “customers have memories, they will remember you, whether you remember them or not”. Further, “customer trust can be destroyed at once by a major service problem, or it can be undermined one day at a time, with a thousand small demonstrations of incompetence”. From the point of view of an overall sales process engineering effort, customer service plays an important role in an organization’s ability to...