A study on customer’s expectation and satisfaction level toward services provided at Dewan Bandaraya Kuching Utara service counter / Morshidi Abang

Since the inception of DBKU Counter Service, it has experienced overwhelming response from the public. However, changes in public perception toward the service counter were inevitable after a decade in operation. How true is this statement is yet to be known? It is exemplary of the researcher to initiate this study that would look into the service performance positively and amongst other things, identify- public’s expectation and satisfaction level. This could promote a better understanding of public perception toward the quality- service ofthe counter. The study covers 7 aspect of the counter namely, the waiting area, inquiring system notice boards & signage, suggestion system, staff, and queue system. These aspects were derived as the researcher feels it is the most critical component of any service counter. Weakness identified can be rectified, thus improving the public satisfactions. In this study, researcher is also assessing the public expectation toward the counter that might have some effect to the public satisfaction level. By having gathered the required information, researcher is able to propose to the counter management and also as a guide to actions necessary to enhance the service quality provided at the counter. In an effort to improve public satisfaction a joint effort from the customer is required to make suggestion. By this way counter management is able to promote a quality- counter service both to the benefit of the public and to its organization. Therefore, in this study-proposal in the survey is to be utilized as recommendations to the counter management for their consideration.