Factors affecting customer satisfaction based on service quality dimension in the electricity sector : a study in SESB Kudat, Sabah / Nur Hasana Ismail

This research was conducted to find and get a better understanding of service quality. level and to examine the relationship between service quality dimension and customer satisfaction. SERVQUAL model will be used to. measure customer satisfaction of service provided by Sabah Electricity Sdn Bhd (SESB) Kudat. Questionnaires were sent to 100 customer who visit customer -service office and attend their "Hari Bersama Pelanggan" events. Convenient sampling. method was used to determine the sample size and 100 respondents time- frame. Each of every research question asked will be answered and reported accordingly based on the insightful findings results. Respondents were asked to rank their interpretation of service quality dimensions and as per expected the tangibility come first. After running several analyses on the data, only one independent variable turns out to be significant in this research which is tangibility. All findings gathered in this research are very useful to the Sabah Electricity Sdn Bhd (SESB) to enhance their service quality level. Thus, they can offer better service, improve their company image ad fulfil their client expectation in the near future.