The relationship between service quality and customer satisfaction towards service counter at Pos Malaysia Berhad in Urban Transformation Centre (UTC), Kuching, Sarawak./ Jennifer Sayu Nyaru

This study was set out to conduct a surveys of customer satisfaction because this is important in obtaining a comprehensive understanding of the customers’ need and their judgment of the service received. The purpose of this study was to identify which dimensions of service quality that have the highest level of agreement towards customers’ satisfaction and to investing`ate the relationship between dimensions of service quality and customers’ satisfaction in Urban Transformation Centre (UTC), Kuching towards service counter Pos Malaysia Berhad. The dimensions of service quality in this study are tangible, empathy, responsiveness, assurance, and reliability. In a literature review, this chapter review both the independent variable and dependent variable. Independent variable of this study is from the SERVQUAL Model (tangible, empathy, assurance, reliability, and responsiveness which a theory introduced by Parasuraman, Zeithaml and Berry (988) and the dependent variable is a customer satisfaction, a theory by Zeithaml and Bitner (2003). This study uses non-probability that is convenience sampling to select the sample size that consists 80 of customers in the Pos Malaysia Berhad in Urban Transformation Centre per daily. For the data collection, the data has been collected using structured questionnaire that divided into three sections. Section A focused on the demographic background of the respondent, section B consists of the dimension of service quality and the last section was focused on the customer’s satisfaction. The data were analysed using descriptive statistical analysis (SPSS 23.00 which consists mean, standard deviation and correlation coefficient analysis. Based on the findings, the result from research question for which dimensions of SERVQUAL that have contributed to the highest level of agreement
towards customer’s satisfaction is contribute by reliability followed by assurance.