Enhancing service quality and customer satisfaction: case study of PUSPAKOM Sarawak / Exquande Hazmee

Service quality is a concept that has aroused considerable interest and debate in the research literature because of the difficulties in both defining and measuring it with no overall consensus emerging on either. Customer satisfaction and service quality are often treated together as functions of customer’s perceptions and expectations and research has shown that high service quality contribute significantly to profitability. Service quality is required to be first measured in order to improve the quality in a service organization. Practitioners and academics are eager on measuring service quality accurately in order to have better understanding of its indispensable antecedent and consequences, and eventually ascertain methods for improving and measuring service quality in search for competitive advantage. The aim of this research study is to examining the relationship between PUSPAKOM Sarawak service quality and customer satisfaction. The significance of this research is intended to help PUSPAKOM Sarawak to establish the service offered and identified what are the important aspects of training needed by employee in satisfying. This study is also access quality service dimensions that are delivered through perspective of customers. This work was performed at all PUSPAKOM branches throughout Sarawak. A questionnaire was developed based on the service quality dimensions and asked to the customers for gathering data from which result was analyzed. The questionnaire used is adapted from SERVQUAL, the most common method for measuring service quality.