Service quality and customer satisfaction: a study on reception area of Sabah Fisheries and Fishermen Development Corporation (Ko-Nelayan) / Nor Hasyemawaty Ag Bakar

This research is about the investigation on the fact that the five key dimensions of service quality can lead to greater customer satisfaction on the reception area in Ko-Nelayan. The data was collected by interviewing the general public coming in to Ko-Nelayan office through the use of questionnaires. Observation was conducted during the study and the problem was identified immediately. Besides that, the relationships between dependent and independent variables also were discussed in more detail in this research. Where the dependent variable is customer satisfaction and the independent variable is the five key dimensions of service quality that comprised of reliability, responsiveness, tangible, assurance and empathy. From the data collection, Ko-Nelayan discovered how some of the independent variables are able to influence the dependent variable, thus can lead to greater customer satisfaction of the company.