Dimensional Analysis of Service Fairness on Service Quality and Customer Satisfaction: A Local Municipality study

Abstract

The recent series of service delivery protests directed at various local municipalities across South Africa, as frequently reported in the media, render it indispensable to examine the underlying association between service fairness, service quality and customer satisfaction within local municipalities in the country. The objective of the study is to investigate the impact of service fairness on service quality and customer satisfaction from the South African local municipal service context. A structured questionnaire elicited data through a convenient sample of 400 rates and taxes payers within three municipal districts in the Vaal Triangle. Descriptive statistics, correlations and regression analysis were used to evaluate relationships between the study constructs. Two of the four predictor variables, namely interactive and informational fairness showed significant predictive relationships towards service quality in municipality services provision among rates and taxes payers. Service quality towards customer satisfaction also emerged as a significant predictor. Municipality managers should embrace customer interaction and participation because customers evaluate the degree of service fairness displayed by the municipal employees and its effects of the service they deliver.