Service Quality Dimensions as Predictors of Customer Satisfaction in the Civil Registry

Abstract

This predictive study examined the service quality dimensions as predictors of customer satisfaction in the Civil Registry of the Island Garden City of Samal, Davao del Norte, Philippines. This study involved 300 customers answering the adapted survey questionnaire via face-to-face data gathering. The descriptive analysis illustrates that the Civil Registry provides a relatively high level of service quality dimensions in terms of reliability, responsiveness, empathy, assurance, tangibility, ease, and timeliness. It also discloses that customers of the Civil Registry are highly satisfied with the process, personnel, facilities, and value for money. Moreover, the relationship test reveals that the correlation coefficients between service quality dimensions and customer satisfaction in the Civil Registry indicate a moderate to a strong positive relationship, suggesting the rejection of the study’s null hypothesis. Furthermore, among the service quality dimensions, reliability, empathy, ease, and timeliness significantly contribute to customer satisfaction, indicating the rejection of the null hypothesis, which states that there are no service quality dimensions that significantly predict customer satisfaction. The multiple correlations on customer satisfaction regarding service quality are very strong, with 77.6%. The estimated model by 60.2% of the variability, which consists of the contributors to customer satisfaction, is strong enough. The Civil Registry may sustain a high level of service quality dimensions to exceed customer expectations and improve its policies on the performance measure. Other researchers may conduct similar studies using the four dimensions of service quality in predicting customer satisfaction in different industries in a more extensive scope and datasets.