The relationship between service quality and customer satisfaction towards counter service in service Sarawak Centre at Urban Transformation Centre (UTC), Kuching Sarawak./ Ruthchilly Jawai Langgie

The purpose of this study was to identify which service quality dimension has the highest level of contribution towards customer satisfaction and to determine the relationship between service quality and customer satisfaction. While for the questionnaire of the study has be constructed with 25 questions for service quality items covering for 5 elements in service quality dimension. Each element of service quality dimension contains 5 questions and using 4 liked scales (strongly disagree, disagree, agree and strongly agree). The result from this study showed the 5 element in the service quality dimension has the positive relationship with the customer satisfaction. The strongest relationship with the customers’ satisfaction was reliability. The reliability of the organization is where the service provides as their promise and customers can depend with the service provider to handling their problem. Besides, reliability is one the best way to gain customer loyalty, because they can depend and trust the service provide free from information error while handling their problems.