Service quality determinants and customer satisfaction : A pilot study on the front line staff of UiTM Sarawak / Oriah Akir ... [et al.]

The main aim of this study was to determine the service quality determinant (s) that has / have the strongest impact / influence on customer satisfaction towards the services provided by the front line staff of UiTM Sarawak, Samarahan. The study also seeks to gauge the overall customer satisfaction level based on the perspective of undergraduate students (full-time and part-time). The study analyzes the eleven service quality determinants adapted from Ghobadian, Speller and Jones (1 994), namely: reliability, responsiveness, competence, tangibles, courtesy, customization, understanding / knowing customer, credibility, communication, access and security to measure service quality determinants; and adapted Olsen, (2007) 3-bipolar scale items to measure customer satisfaction. The findings revealed that security, credibility, communication, reliability and courtesy seem to have the strongest impact on customer satisfaction, while competence, understand customer, tangibles, access, responsiveness, and customization did not seem to impact customer satisfaction. Essentially, on managerial perspective, the study provides invaluable information to aid management in making decision on how to improve the quality of service ery among the front line staff of UiTN1 Sarawak Samarahan.