3.3 Selected Theories
3.3.1 Expectation-Perception Theory
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Clearly, any theory that is selected should be able to provide relationships between the units that are being observed. In line with this assertion, any theory that is chosen should be applicable to the phenomenon being studied. In view of what the scholars say, the study adopted the following theories as discussed hereunder.
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expectations and perceptions of consumers. This understanding can and should ultimately result in service improvement by governments for its citizens. In the course of government’s discharge of its duties and service-delivery activities, service quality would refer to the discrepancy that exists between customers’ perceptions and expectations.
According to Saleh et al (2014: 141), the Expectation-Perception Theory aims at:
Determining the quality of water-service delivery the citizens expect to receive;
Establishing the nature of the gap that exists between the citizens' service expectations and perceptions of the actual service;
Evaluating the overall level of customer satisfaction with eThekwini Municipality’s ability to deliver water services; and
Linking the gap between the expected and perceived service quality to respondents' level of satisfaction with eThekwini Municipality’s water services.
However, Nandan (2010: 103) argues that literature has not succeeded in providing consensus on what constitutes the general elements of service quality, although Parasuraman, Zeithamal, and Berry had developed this measurement instrument in 1988. This being the case, there is, however, a common agreement that the citizens want and expect efficiency, politeness, and effectiveness in the process of being served, whether by politicians or bureaucrats. Such an assertion is supported by Section 33 (2) of the Constitution which states that everyone has the right to administrative action that is lawful, reasonable, and procedurally fair (RSA, 1996: 15).
This is in recognition of one's basic human rights as enshrined in Chapter 2 of the Bill of Rights of the Constitution of 1996. Consistent with this statement, all public servants are expected to give written reasons for their administrative actions as this inculcates the ethic of assiduousness in the minds of public servants when delivering services to the public. Brynard (2009: 638) asserts that the provision of written reasons is for the purpose of creating a need for accountability, transparency, and accessibility in public administration. It therefore stands to reason that accountability be provided, this being critical to the success of public administration.
On the other hand, Czepiel (1990), as cited by Nandan (2010: 98), defines service quality as customer perception of how well a service meets or exceeds their expectations. In line with this
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expression, Nandan (2010:98) continues to assert that it is necessary to measure service quality in terms of customer perception, customer expectation, and customer attitude. The argument centring on this assertion is that customer satisfaction grows when service quality is evaluated.
The evaluation of service quality is part of constant monitoring, so that the gap between perception and expectation of quality service may be merged and matched. Framed within this context, the underlying study was an attempt to advance the role of service quality affecting customer satisfaction within the context of water-service delivery, with specific reference to Johanna/Boxwood Road Informal Settlement within eThekwini Municipality. The study further sought to scrutinise the strategic performance-management interventions dealing with the quality of water-service delivery at this informal settlement.
Saleh et al (2014: 141) have advanced an argument that the service quality instrument has not been used extensively within the public-sector environment, and as such, has left room for further research and application. Their argument presumes that government institutions have always enjoyed the monopolistic nature of service provision (Saleh et al, 2014: 142). This means that the services have been provided only by one or two organisations, resulting in the citizens being offered little or no opportunity at all of opting for alternative service providers. Citizens have sometimes had to be content with bad service provision. They have also not challenged what has been viewed to be poor service-delivery standards because there has been no instrument to use with which to measure satisfaction levels. Should this situation prevail, it is likely to subvert any inventive ways for service providers to examine issues of service quality and customer satisfaction. As such, the introduction of the SERVQUAL instrument becomes relevant, government officials having to be alert to quality when serving fellow citizens.
Ravindran and Kalpana (2012: 408) state that it is essential to note that the understanding of the structure of the satisfaction determinant is critical not only for measurement or tracking purposes, but also for providing increased insight into satisfaction processes. There should be no cost paid for poor service quality. Instead, any government official who performs below the expected service quality should be charged. However, despite there being no insistence by the citizens on government good behaviour, it becomes essential for both the politicians and public servants to agree that the quality and standards of service provision is paramount (Mantzaris et al, 2014: 17). Service quality is thus guaranteed and citizens’ satisfaction is maximised.
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Ravindram et al (2012: 409 maintain that within this context, the value of service provision depends mainly on the interactive nature between the service supplier and the consumer.
However, it could be argued that South Africa has, over the years, experienced increasingly violent service-delivery protests with water being counted as one of the issues. Houston et al (2013: 127) are of the view that most citizens become disatissfied when their government fails to meet their expectations. As with private institutions, public institutions are no longer protected from improving their service quality. Public organisations have been faced with instances in which citizens have demanded that their expectations be met (Saleh et al, 2014: 142). This has resulted in most citizens being empowered with information about their rights enshrined in the Constitution.
Section 195 (1) of the Constitution stipulates, among other matters, the following principles as essential to public administration, in that:
A high standard of professional ethics must be promoted and maintained;
Services must be provided impartially, fairly, equitably, and without bias;
Efficient, economic, and effective use of resources must be promoted;
People’s needs must be responded to;
The public must be encouraged to participate in policymaking; and
Transparency must be fostered by providing the public with timely, accessible, and accurate information.
Based on the above imperatives of the Constitution, there has been a growing number of citizens who have become conscious of the type of service quality they receive and should expect from public servants, and they demand value for their money. Citizens understand that it is their money being expended by government, hence their increased expectations. When the residents believe that their expectations, for example, of water services have not been met, they resort to unacceptable actions such as protests to register their dissatisfaction. This is particularly true when there are discrepancies in perception between what the experts view to be effective ways of rendering water services and what citizens, as water users, regard as reasonable expectations of
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receiving water. Sudharani et al (2012: 408) enhance this view by stating that citizens’
experiences and perceptions of public services always remain significant in satisfying them. This helps in the development and implementation of service models and in the setting up of proper monitoring and evaluation instruments of service delivery. It is important for the purpose of this study, therefore, to measure the perceptions and expectations of the customers/citizens of Johanna/Boxwood Road Informal Settlement in relation to the way in which water services are delivered by eThekwini Municipality.