The use of Non-Academic -e-Services: experiences among first-time entering university students

Abstract

In South Africa, Universities are engaged in intense competition to attract a larger student population, prompting many of these institutions to prioritise the satisfaction of their students. This focus mirrors practices in business organisations, where meeting and exceeding customer expectations is paramount. However, the extent to which HEIs succeed in achieving this objective remains unexamined. This study explored the perceptions and experiences of first-time entering students regarding non-academic electronic services at a South African university of technology. This study employed qualitative research, by distributing 200 questionnaires to first-time registered students within the Faculty of Business at the Cape Peninsula University of Technology (CPUT). A total of 43 completed questionnaires were returned, providing a robust basis for reliability and validity in the findings. The results revealed that, while certain aspects of the online system aligned with student expectations, particularly in terms of ease of access to information and timely peer assistance, significant challenges persisted. The research investigated how first-time entering, Generation Z students, engage with non-academic e-services. According to generational theory, Generation Z, like Millennials, expect technology to be intuitive, efficient, and responsive due to their background as digital natives. Frustration with old or complicated systems emerged, which encourages user-centric solutions. By considering such generational expectations, it emerged that institutions should be aware of the technological and cognitive needs of younger generation students. The findings of this study reinforce the necessity for a more user-centric approach to the design and implementation of online services within the university framework. To foster a responsive and effective digital environment that caters to the diverse needs of the university community, the institution must commit to continuous improvement and active student engagement. The study offers recommendations for enhancing the quality of non academic electronic services, contributing to a more satisfactory educational experience for student.