| Mason (1998) says that it is disappointing to all concerned when students fail to complete their programs. It is even more distressing when one particular group of enrollees is identified as failing to persist with their studies at a disproportionately high rate (Mason, 1998). Since the 1980s, states Lau (2003), American institutions have experienced a major problem retaining students, particularly under-represented minorities. The loss of students returning to campus for another year usually results in greater financial loss and a lower graduation rate for the institution, and might also affect the way that stakeholders, legislators, parents, and students view the institution.; It is imperative for colleges, particularly historically Black colleges and universities (H.B.C.U.s), to evaluate customer service and student services provisions delivered to African-American males. This qualitative study, therefore, examines four African-American male college dropouts' expectations of and experiences with an H.B.C.U.'s service provisions. The participants attended this same H.B.C.U. between 1998-2000. Data from case interviews answer the following: (1) What were African-American male college dropouts' expectations of and experiences with college front-line staff customer service delivery and student services provisions? (2) How can colleges respond to the needs of African-American male students in order to retain them?; Based upon the findings from the case study interviews customer service expectations were not always met for the four participants. Their expectations of services were: friendly and helpful staff; guidance and advisement from staff throughout the admissions, financial aid and registration processes; staff that shows care and concern about the participants; staff being efficient with handling and processing the participants' paperwork; and no long lines to have to wait in. According to the interview data, for the one year that the participants attended the H.B.C.U., they relied on and needed additional support and guidance from front-line staff. As a result of the student services not meeting these expectations and needs, the participants' motivation to stay at the H.B.C.U. was not strongly reinforced. Field observation and artifact data were collected for this study. Data reveal that colleges today are, in fact, delivering diverse and supportive student services to students, particularly African-American males. |
