Customer perception towards the new concept of counter service at Immigration Labuan / Magrate Bahillah @ Margaret Anthony

This survey is conducted to know the customer perception towards the new concept of counter service at Immigration Labuan. It is an opportunity to identify the features and element of the new counter service that influence the evaluation of the customers in establishing their perception. The important of counter service and the type of counter service that organization can be implemented is also briefly highlighted. Further interest is to identify the strong and weak area based on the customer perception. The study was conducted at department of Immigration Labuan by focusing on the area of counter service and its customers. Several visits to observe the environment of the new concept was made. Questioners were distributed to measure the customers' perception. Data was analyzed based on Statistical Package Program Software with descriptive method. The finding of this study shows that majority of the customer have the positive perception with the new concept of counter services. The factors that influence the customer perception is categorized into three subdimension which are the physical environment, outcome and interaction. All the elements under the subdimension were examined and it was discovered that certain area is still need to be improved particularly in the area of interaction. Waiting time is still the critical area to be improved. Customers' views and suggestions are taken in developing the recommendation.