Thesis Candidates' Expectations and Satisfaction with Thesis Supervisors' Customer Service Quality in the Upper East Region: An Expectancy Theory Perspective

Aim: The purpose of this study was to contribute to discussions aimed at creating a supportive academic experience for postgraduate students through quality customer service support systems. Methods: The study employed the expectancy theory as a guiding theoretical framework to investigate thesis candidates' expectations and satisfaction with supervisors' customer service quality in terms of thesis supervision in the Upper East region. The study adopted quantitative descriptive and inferential analytical methods to analyze the primary data, collected using a self-developed questionnaire instrument from 113 selected respondents using a purposive technique. To ensure reliability, the questionnaire was first piloted using 40 respondents. The piloted data were analyzed using Cronbach's reliability test method. The data produced reliability coefficients of .947, .974, and .957 for the constructs. Results: The study revealed that thesis candidates have moderate to high expectations for their supervisors' customer service quality in thesis supervision. A paired samples t-test analysis revealed a significant difference between postgraduate students' expectations and satisfaction regarding the supervisor's customer service quality in thesis supervision (t(112) = 2.635, p < 0.01). A simple linear regression analysis result also showed a significant positive relationship between satisfaction and the likelihood to pursue further studies (R square = 0.696, F (1, 111) = 253.988, p < 0.001). The R square value indicates that 69.6% of the variance in student's likelihood of pursuing a PhD program can be explained by their satisfaction with their supervisor's customer service. Recommendation: The study recommended that thesis supervisors should provide quality customer service in terms of their approachability, expertise, guidance/support, and responsive supervisory relationship.