Evaluation of Frontline Service Quality at Urdaneta City University Through the RATER Model

Business Management

Utilizing the RATER model, this study assessed Urdaneta City University's frontline service quality in areas of dependability, assurance, tangibles, empathy, and responsiveness. Three hundred seventy-four (374) students and graduates from different colleges participated in the study, which used a descriptive-quantitative approach. The Registrar, Cashier, Accounting, Security Management Office, Guidance Office, and the Center for Student Leadership and Development were among the important frontline offices where data was gathered using a four-point Likert scale and evaluated using weighted averages. The results revealed that each of the five dimensions received a satisfactory rating. Although there was some difference in the consistency of service execution across offices, reliability was evident in the typically accurate service delivery. Although staff civility and courteous interactions varied, assurance showed competent and reliable individuals. Moreover, even though there were issues with the modernity and functionality of various facilities and equipment, tangibles obtained extremely excellent evaluations, demonstrating tidy and well-organized offices. Respectful service delivery demonstrated empathy, but student-centered engagement and individualized attention were not consistently experienced. Despite some offices having delays in document processing, responsiveness was rated well, with timely handling of requests. Although there were exceptions in consistency, interpersonal interaction, infrastructure modernization, and processing efficiency, the university overall showed acceptable service quality.

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