A case study of Sabah Electricity Sdn Bhd (SESB) : improving the service performance of front line employees to reduce customer dissatisfaction / Nazihah Rifhan Abu Talip

Front line employees frequently act as a bridge between a firm and its customers. Therefore, customers often form their opinions on service quality of the firm based on how well the front line employees perform. This paper intends to explore some potential factors that might have an impact with particular regard to front line employees' service performance. In addition, it also looks at its potential impact on selected outcomes. Required data was collected through customers' survey. For conducting customers' survey, Likert scale based questionnaires was developed after review of literature. By using the existing literature, research questions are formulated to provide understanding of the relationships between the level of front line employees' service performance and customer satisfaction. This would assist managers in identifying and managing the factors, thus will contribute towards creating a loyal base of satisfied customers. Further explanation has been presented in this paper and is supported by some significant concluding remarks and recommendations.