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

Akir, Oriah (Dr) and Malie, Senian (2008) Service quality determinants and customer satisfaction : A pilot study on the front line staff of UiTM Sarawak / Oriah Akir ... [et al.]. [Research Reports] (Unpublished)

Abstract

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.

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Item Type: Research Reports
Creators:
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Akir, Oriah (Dr)
UNSPECIFIED
Malie, Senian
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
H Social Sciences > H Social Sciences (General) > Research
Divisions: Universiti Teknologi MARA, Sarawak > Mukah Campus > Faculty of Business and Management
Keywords: service quality determinants, customer satisfaction
Date: December 2008
URI: https://ir.uitm.edu.my/id/eprint/46386
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