Student Perception Towards Service Quality at Department of Academic Affairs

Delivering quality of service has become an important aspect in service marketing. Customer satisfaction is depending to the quality of service they received from service provider. In Universiti Utara Malaysia (UUM), Department of Academic Affairs is the department that manages and organizes all the...

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Main Author:	Abd. Rahman, Mohd. Isa
Format:	Thesis
Language:	eng
Published:	2003
Subjects:	HF1-6182 Commerce HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/945/1/ABD._RAHMAN_B._MOHD._ISA.pdf
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id	my-uum-etd.945
record_format	uketd_dc
spelling	my-uum-etd.9452024-01-16T00:11:40Z Student Perception Towards Service Quality at Department of Academic Affairs 2003-07-08 Abd. Rahman, Mohd. Isa Sekolah Siswazah Graduate School HF1-6182 Commerce HF5415.33 Consumer Behavior. Delivering quality of service has become an important aspect in service marketing. Customer satisfaction is depending to the quality of service they received from service provider. In Universiti Utara Malaysia (UUM), Department of Academic Affairs is the department that manages and organizes all the academic activities. This study attempt to investigate students* perception towards quality of service provided by this department. Study was conducted using SERVQUAL instrument introduced by Parasuraman et al. (1985, 1988). Service quality was measured across the five dimensions namely tangible, reliability, responsiveness, assurance and empathy. Finding from this study shown that there are discrepancies between student expectations and perception of service quality of this department. Regression test show that the variances in the service quality were influence by the five dimensions and tangible become the most important determinants. Examination and Graduation Unit is the unit that identified that has problem in term of service quality. As overall, perception towards service quality is not influence by gender or year of study. However, the study also shown that students feel that the staffs do not treat them properly. This study also suggest the Department of Academic Affairs should conduct the survey every year to evaluate its performance and to get better understanding about their customer expectations. Staffs should undergo training session to improve their skills to do their works and to make a decision. 2003-07 Thesis https://etd.uum.edu.my/945/ https://etd.uum.edu.my/945/1/ABD._RAHMAN_B._MOHD._ISA.pdf text eng public masters masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng
topic	HF1-6182 Commerce HF5415.33 Consumer Behavior.
spellingShingle	HF1-6182 Commerce HF5415.33 Consumer Behavior. Abd. Rahman, Mohd. Isa Student Perception Towards Service Quality at Department of Academic Affairs
description	Delivering quality of service has become an important aspect in service marketing. Customer satisfaction is depending to the quality of service they received from service provider. In Universiti Utara Malaysia (UUM), Department of Academic Affairs is the department that manages and organizes all the academic activities. This study attempt to investigate students* perception towards quality of service provided by this department. Study was conducted using SERVQUAL instrument introduced by Parasuraman et al. (1985, 1988). Service quality was measured across the five dimensions namely tangible, reliability, responsiveness, assurance and empathy. Finding from this study shown that there are discrepancies between student expectations and perception of service quality of this department. Regression test show that the variances in the service quality were influence by the five dimensions and tangible become the most important determinants. Examination and Graduation Unit is the unit that identified that has problem in term of service quality. As overall, perception towards service quality is not influence by gender or year of study. However, the study also shown that students feel that the staffs do not treat them properly. This study also suggest the Department of Academic Affairs should conduct the survey every year to evaluate its performance and to get better understanding about their customer expectations. Staffs should undergo training session to improve their skills to do their works and to make a decision.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Abd. Rahman, Mohd. Isa
author_facet	Abd. Rahman, Mohd. Isa
author_sort	Abd. Rahman, Mohd. Isa
title	Student Perception Towards Service Quality at Department of Academic Affairs
title_short	Student Perception Towards Service Quality at Department of Academic Affairs
title_full	Student Perception Towards Service Quality at Department of Academic Affairs
title_fullStr	Student Perception Towards Service Quality at Department of Academic Affairs
title_full_unstemmed	Student Perception Towards Service Quality at Department of Academic Affairs
title_sort	student perception towards service quality at department of academic affairs
granting_institution	Universiti Utara Malaysia
granting_department	Sekolah Siswazah
publishDate	2003
url	https://etd.uum.edu.my/945/1/ABD._RAHMAN_B._MOHD._ISA.pdf
_version_	1794023746447605760

Student Perception Towards Service Quality at Department of Academic Affairs

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