A study on customers' perception towards service quality at the main counter of Amanah Saham Nasional Berhad, Kuala Lumpur / Azlina Abdul Ghani

This thesis present a study, which has sought to take steps towards increasing both knowledge of how customers' perceived the service quality delivered by the main counter of ASNB and at the same time identifies the difference of their perceptions towards the main counter of ASNB service quality based on their demographic backgrounds. Main counter is a place where people come and do many and different types of transactions, so it is vital not only in establishing, show credibility and
confidence towards its customers to trust ASNB to handle their investment and unit trust. It is noteworthy to investigate how customers perceive the service quality of the main counter in order for ASNB to take up competitive position upon their ability to deliver quality services to the customers throughout Malaysia. This quantitative study has adopted an application of Prasuraman, Zeithml, Berry and Groonroos's SERVQUAL questionnaire to sample customers that come to the main counter of ASNB to do their transaction. A survey was conducted through distribution of questionnaires to the customers from different background profile. A total of 110 respondent self administered questionnaire were distributes and collected simultaneously, which have resulted a 100% response rate. However 100 useable questionnaires were analyzed. Using quantitative analyzes, the data was computed by using SPSS program and analyzed based on the perception minus expectation gap adopted from SERVQUAL model.

The results indicate that there was a gap between customers' expectation and perceptions towards service quality delivered by ASNB especially at the Main counter, which means that customers' expectations 01 the service quality were not met. Identification of service quality dimension showed that customers perceived that the main counter of ASNB were unable to deliver prompt but in contrast managed to display a relatively high quality in their physical facilities and appearances. The findings also identified that there were both differences and similarities of customers' perception towards main counter of ASNB service quality when compared to their demographics background, which will be valuable for ASNB management in order for them to disseminate their service accordingly.