The service quality at service counter: a study at Celcom Axiata Sdn Bhd / Hairani Bujang

The purpose of this study was to investigate the strong relationship between service quality and customer satisfaction exists in practice in the Celcom service counter at Celcom Axiata Sdn Bhd, Kuching. The quality needs improvement as a result of the customer dissatisfaction was also investigated. The samples consisted of 174 respondents from Kuching North society only. The findings of study revealed that there are about 51.1% of respondents are moderately agreed that the staff of Celcom are well-dressed and appear neat (Tangibility). 63.8% of respondents are moderately agreed that Celcom’s staffs are being polite when dealing with customers (Assurance). Lastly, it is also found in this study that 69% of respondents strongly disagree that staffs of this department cannot be expected to give customers personal attention (Empathy).