Beneficiaries' perception and attitude towards service quality of non-profit organisations

The study attempts to understand the perception and attitude of beneficiaries towards service quality of non-profit organisations. There is a dearth of such studies conducted so far in non-profit domain. The beneficiaries are the recipients of services for free or as an act of philanthropy. Since non-profit organisations engage public money in providing services to the general public, it is pertinent to use this money judiciously and provide quality services to the beneficiaries. It is important to measure their perception so as to improve the quality of the services of the organisation. The objective of the research is to study the perception and attitude of beneficiaries towards the perceived service quality of social service organisations in Punjab. The study tried to adapt the existing dimensions of SERVPERF to suit the non-profit domain. A survey was administered on beneficiaries (n = 300) and their perception towards perceived service quality was measured. The methodology used has been described and the measurement instrument which has been used is also discussed. Finally the findings of the study are summarised along with the various limitations and directions for the future research.