Multiplicities of meanings of the phrase “customer service” in employee groups in illinois community colleges

Research shows that students are looking beyond the experiences in the classroom and
expecting a level of service and personalization in all areas of the college. Tie the need for an allencompassing experience with the heavy burden of community college funding that is now
placed onto student tuitions, and the increasing importance of the student experience becomes
apparent. Because of this demand, community colleges need to gain a better understanding of
what customer service looks like in an academic setting.
The purpose of this mixed-methods study was to explore the multiplicity of meanings of
the phrase “customer service” and the perceived impacts on the service provided by employee
groups in Illinois community colleges. Data collection techniques were based on an online
survey, semi-structured in-person interviews, field notes, and documents. Site selection was
randomly stratified based on the Carnegie community college classifications. Once a site was
identified, a survey was sent out to all employees. Based on the results from the surveys,
participants who opted in for the video portion received an email asking them to participate
further, and those who responded to the email were selected to participate in the video interview.
The major findings in this study show four themes in the definition of customer service in
community colleges. The results of the research study also indicated that the larger the school,
the less likely employees felt that their institution promoted student success and that employees
are less likely to feel encouraged to assist students.
Recommendations for future research include evaluating the impact that customer service
has on a student’s decision to study at a specific institution and identifying promising practices
ii
for an institution’s transition to an organizational culture that is focused on providing students
with customer service that leads to student success.