Front office customer care in Open and Distance Learning: In the eyes of the Zimbabwe Open University students in Masvingo region

Abstract

Customer care is the contemporary issue in the service provision in distance education. Open and Distance Learning institutions have to be razor sharp in the way they offer services to the clientele through the front office. The study sought to investigate students’ expectations of the front office customer care as different students are served. A convenient sample of 50 returning students, 30 females and 20 males in the first semester of 2011 academic year participated in the study. The study used a qualitative research design whereby questionnaires with open-ended items, solicited responses pertaining to students’ expectations of the front office customer care. Data was qualitatively analysed thematically. Findings indicated that, the front office personnel give the organisation an image. The study also revealed that the front office of Masvingo regional campus staff is not supportive to student challenges and front office staff lack adequate information concerning students. The study recommended the region to staff develop the front office in customer care, reception, public relation and training interpersonal skills to deal with even the most abusive students.

Key words: Customer care, front office, Open and Distance Learning, public relations