Managing Service Quality in Akademi Laut Malaysia, Melaka
The purpose of this study was to examine the quality of the nonacademic services provided by the Students Affairs Department of Akademi Laut Malaysia (ALAM) in five dimensions, that is tangibles, responsiveness, reliability, assurance and empathy. The study discusses aspects of current service q...
Saved in:
| Main Author: | |
|---|---|
| Format: | Project Paper Report |
| Language: | English English |
| Published: |
1998
|
| Online Access: | http://psasir.upm.edu.my/id/eprint/9028/1/FPP_1998_43_A.pdf http://psasir.upm.edu.my/id/eprint/9028/ |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | The purpose of this study was to examine the quality of the nonacademic
services provided by the Students Affairs Department of Akademi
Laut Malaysia (ALAM) in five dimensions, that is tangibles, responsiveness,
reliability, assurance and empathy. The study discusses aspects of current
service quality theories with focus on the Gap Theory developed by
Zeithaml, Berry and Parasuraman. A total of 128 students attending various courses in the first week of
August, 1998 were selected to participate in the study. Data collection was
done by using the standard service marketing instrument SERVQUAL,
developed by Zeithaml, Berry and Parasuraman. Minor modifications
however was done to the SERVQUAL instrument to suit the higher
education setting. Apart from the SERVQUAL that explored the expectation
and perception levels of the students, the researcher had developed a
questionnaire soliciting information regarding the overall students'
satisfaction level with ALAM services. Data collected were analyzed using
the Statistical Package for Social Science (SPSS) program. Descriptive
statistic was employed in analyzing the expectations, perceived
performance, overall satisfaction level and the gap difference (perceived
performance minus expectations).
The results of the study revealed negative gap scores for all five
dimensions, indicating that the students did not obtain the services as
expected. Dimension tangibles was rated poorest in terms of quality of
service, followed by empathy, reliability, responsiveness and assurance. In
terms of the specific areas, quality of food served was ranked poorest
followed by accommodation facility, registration process, cleanliness of the
campus and attractiveness of the printed materials such as forms,
brochures and pamphlets. The study also shows that the gap score is a reliable indicator to determine the students' overall satisfaction level with the
quality of services provided. |
|---|