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Understanding customer orientation behaviour: a study on non-academic staff in UiTM Kuala Terengganu / Syahrul Hezrin Mahmud, Fatimah Zainab Dzulkifli and Najdah Abd Aziz

The readiness of the staff in term of attitude and behaviour towards customer orientation behaviour is the key factor in delivering quality services and ensuring customer satisfaction. This study stresses on the attitudinal and behavioural aspects of non-academic staffs towards the concept of custom...

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Main Authors: Mahmud, Syahrul Hezrin, Dzulkifli, Fatimah Zainab, Abd Aziz, Najdah
Format: Research Reports
Language:English
Published: 2011
Subjects:
Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Consumer satisfaction
Customer services. Customer relations
Online Access:https://ir.uitm.edu.my/id/eprint/49015/1/49015.pdf
https://ir.uitm.edu.my/id/eprint/49015/
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spelling my.uitm.ir.490152023-10-18T03:43:59Z https://ir.uitm.edu.my/id/eprint/49015/ Understanding customer orientation behaviour: a study on non-academic staff in UiTM Kuala Terengganu / Syahrul Hezrin Mahmud, Fatimah Zainab Dzulkifli and Najdah Abd Aziz Mahmud, Syahrul Hezrin Dzulkifli, Fatimah Zainab Abd Aziz, Najdah Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Consumer satisfaction Customer services. Customer relations The readiness of the staff in term of attitude and behaviour towards customer orientation behaviour is the key factor in delivering quality services and ensuring customer satisfaction. This study stresses on the attitudinal and behavioural aspects of non-academic staffs towards the concept of customer orientation behaviour. This attitudinal and behavioural aspects comprise of four variables; customer orientation behaviour, leadership, organization culture and interpersonal skills. The demographic aspect is also considered as one of the components that contribute towards customer orientation behaviour. The designed questionnaire is organized into five sections according to the variables and demographic factor. The questionnaires are being distributed to 100 non-academic staff. The respondents consisted of six departments at UiTM Kuala Terengganu which included the Administration, Student Affair, Bursary, Academic Affair, Library, and'Facilities Services. Data were collected using the cluster samples method, wherepy the population had been divided into departments/ clusters, then randomly selected some of those and then choose randomly from those selected cluster. Hence the questionnaires given to the respondents were under close supervision of the researchers. This data is then analyzed using SPSS. All of the variables, namely leadership, organization behaviour and interpersonal skills tested significantly to the customer orientation. Interpersonal skill was found to be most influential towards customer orientation behaviour while Library was found'as the best department that cultivated customer orientation behaviour. Based on the findings of this research, the researchers recommend a few mechanisms and initiatives in order to improve customer orientation behaviour. In the near future this research will be extended on researching the relationship between customer orientation behaviour, customer satisfaction, pro-social organizational behaviour (POB), and customer orientation as surface traits (COS) and Organizational Citizenship Behaviour (OCB). 2011 Research Reports NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/49015/1/49015.pdf Understanding customer orientation behaviour: a study on non-academic staff in UiTM Kuala Terengganu / Syahrul Hezrin Mahmud, Fatimah Zainab Dzulkifli and Najdah Abd Aziz. (2011) [Research Reports] <http://terminalib.uitm.edu.my/49015.pdf> (Unpublished)
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Consumer satisfaction
Customer services. Customer relations
spellingShingle Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Consumer satisfaction
Customer services. Customer relations
Mahmud, Syahrul Hezrin
Dzulkifli, Fatimah Zainab
Abd Aziz, Najdah
Understanding customer orientation behaviour: a study on non-academic staff in UiTM Kuala Terengganu / Syahrul Hezrin Mahmud, Fatimah Zainab Dzulkifli and Najdah Abd Aziz
description The readiness of the staff in term of attitude and behaviour towards customer orientation behaviour is the key factor in delivering quality services and ensuring customer satisfaction. This study stresses on the attitudinal and behavioural aspects of non-academic staffs towards the concept of customer orientation behaviour. This attitudinal and behavioural aspects comprise of four variables; customer orientation behaviour, leadership, organization culture and interpersonal skills. The demographic aspect is also considered as one of the components that contribute towards customer orientation behaviour. The designed questionnaire is organized into five sections according to the variables and demographic factor. The questionnaires are being distributed to 100 non-academic staff. The respondents consisted of six departments at UiTM Kuala Terengganu which included the Administration, Student Affair, Bursary, Academic Affair, Library, and'Facilities Services. Data were collected using the cluster samples method, wherepy the population had been divided into departments/ clusters, then randomly selected some of those and then choose randomly from those selected cluster. Hence the questionnaires given to the respondents were under close supervision of the researchers. This data is then analyzed using SPSS. All of the variables, namely leadership, organization behaviour and interpersonal skills tested significantly to the customer orientation. Interpersonal skill was found to be most influential towards customer orientation behaviour while Library was found'as the best department that cultivated customer orientation behaviour. Based on the findings of this research, the researchers recommend a few mechanisms and initiatives in order to improve customer orientation behaviour. In the near future this research will be extended on researching the relationship between customer orientation behaviour, customer satisfaction, pro-social organizational behaviour (POB), and customer orientation as surface traits (COS) and Organizational Citizenship Behaviour (OCB).
format Research Reports
author Mahmud, Syahrul Hezrin
Dzulkifli, Fatimah Zainab
Abd Aziz, Najdah
author_facet Mahmud, Syahrul Hezrin
Dzulkifli, Fatimah Zainab
Abd Aziz, Najdah
author_sort Mahmud, Syahrul Hezrin
title Understanding customer orientation behaviour: a study on non-academic staff in UiTM Kuala Terengganu / Syahrul Hezrin Mahmud, Fatimah Zainab Dzulkifli and Najdah Abd Aziz
title_short Understanding customer orientation behaviour: a study on non-academic staff in UiTM Kuala Terengganu / Syahrul Hezrin Mahmud, Fatimah Zainab Dzulkifli and Najdah Abd Aziz
title_full Understanding customer orientation behaviour: a study on non-academic staff in UiTM Kuala Terengganu / Syahrul Hezrin Mahmud, Fatimah Zainab Dzulkifli and Najdah Abd Aziz
title_fullStr Understanding customer orientation behaviour: a study on non-academic staff in UiTM Kuala Terengganu / Syahrul Hezrin Mahmud, Fatimah Zainab Dzulkifli and Najdah Abd Aziz
title_full_unstemmed Understanding customer orientation behaviour: a study on non-academic staff in UiTM Kuala Terengganu / Syahrul Hezrin Mahmud, Fatimah Zainab Dzulkifli and Najdah Abd Aziz
title_sort understanding customer orientation behaviour: a study on non-academic staff in uitm kuala terengganu / syahrul hezrin mahmud, fatimah zainab dzulkifli and najdah abd aziz
publishDate 2011
url https://ir.uitm.edu.my/id/eprint/49015/1/49015.pdf
https://ir.uitm.edu.my/id/eprint/49015/
_version_ 1781709219727147008
score 13.211869

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