ISSN: 2222-6990
Open access
In Malaysian public universities, managing customer service experiences has emerged as a critical concern among university policymakers. Every stakeholder in universities is now viewed as a potential source of revenue, including every student as a customer and every member of staff as an internal customer. The Academic Affairs Department (AAD) is a cornerstone of the university. Therefore, it is the responsibility of the AAD to satisfy the requirements of its customers, particularly its internal customers which is the university's academic personnel. Academic personnel service experience is directly correlated with student happiness and university success. Therefore, it is vital to comprehend the aspects that affect the service experience of academic personnel. Hence, the main objective of this study is to examine the influence of perceived market orientation and self-efficacy on academic staff members’ customer service in Malaysian public universities. According to the study paradigm, perceived market orientation and self-efficacy significantly impact how well customers are treated. The study made use of the survey method and quantitative research. A self-administered questionnaire was created to collect data from the academic staff of 454 Malaysian public universities. In this investigation, proportionate stratified random sampling was used. Findings from Partial Least Square 4.0 revealed significant correlations between perceived market orientation, self-efficacy, and customer service experience. Overall, this study supported the need to emphasize perceived market orientation and self-efficacy while managing the customer service experience of academic personnel in public universities.
Ali, G. A., Abdullah, H. H., & Gorondutse, A. H. (2017). The effect of entrepreneurial orientation, market orientation, total quality management and organizational culture on the SMEs performance: A theoretical framework. Journal of Business and Retail Management Research (JBRMR), 12(1), 26-40.
Ali, F., & Omar, R. (2014). Determinants of customer experience and resulting satisfaction and revisit intentions: PLS-SEM approach towards Malaysian resort hotels. Asia-Paci?c Journal of Innovation in Hospitality and Tourism, 3(2), 175-193.
Aoki, S., Shikama, Y., & Yasui, K. (2022). Optimizing simulated interviews and feedback to maximize medical students’ self-efficacy in real time. BMC Med Educ, 22, 438 (2022). https://doi.org/10.1186/s12909-022-03512-6
Bandura, A. (2006). Guide to the construction of self-efficacy scales. In F. Pajares & T. Urdan (Eds.). Self-efficacy beliefs of adolescents, (5, 307-337). Greenwich, CT: Information Age.
Bandura, A. J. (1986). Social foundations of thought and action. Englewood Cliffs, N.J.: Prentice-Hall.
Barclay, M. J., Smith, C. W., & Watts, R. L. (1995). The determinants of corporate leverage and dividend policies. Journal of Applied Corporate Finance, 7(4), 4-19. https://doi.org/10.1111/j.1745-6622.1995.tb00259.x
Cetin, G., & Dincer, F. I. (2014). In?uence of customer experience on loyalty and word-of-mouth in hospitality operations. Anatolia: An International Journal of Tourism and Hospitality Research, 25(2), 181–194.
Coffie, I. S., & Hinson, R. E. (2022). Market orientation in the public sector: the perspective from an emerging economy. In new public management in Africa (pp. 17-45). Palgrave Macmillan, Cham.
Chin, W. W. (1998). The partial least squares approach for structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295–336). Lawrence Erlbaum Associates Publishers.
Chin, W. W., 2010. How to write up and report PLS analyses. In V. Esposito Vinzi, W. W. Chin, J. Henseler, & H. Wang (Eds.), Handbook of partial least squares (pp. 655-685). Berlin, Heidelberg: Springer Berlin Heidelberg. Doi:10.1007/978-3-540-32827-8.
Cohen, J. (1988). Statistical power analysis for the ehavioural science (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum Associates.
Corbitt, B. J., Thanasankit, T., & Yi, H. (2003). Trust and e-commerce: A study of consumer perceptions. Electronic Commerce Research and Applications, 2(3), 203-215.
Ramachandran, D., S., Choy, C., S., & Ismail, H. (2011). Organisational culture: An exploratory study comparing faculties' perspectives within public and private universities in Malaysia. International Journal of Educational Management, 25(6), 615-634. https://doi.org/10.1108/09513541111159086
Frambach, R. T., Fiss, P. C., & Ingenbleek, P. T. (2016). How important is customer orientation for firm performance? A fuzzy set analysis of orientations, strategies, and environments. Journal of Business Research, 69(4), 1428–1436.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
Ghobehei, M., Sadeghvaziri, F., Ebrahimi, E., & Bakeshloo, K. A. (2019). The effects of perceived brand orientation and perceived service quality in the higher education sector. Eurasian Business Review, 9(3), 347-365.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks: Sage.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modelling. Journal of the Academy of Marketing Science, 43, 115–135.
Hussain, J., Shah, F., & Akhtar, C. (2016). Market orientation and organizational performance in small and medium sized enterprises: A conceptual approach. City University Research Journal, 6, 166-180.
Jaradat, M. I. R. M., & Faqih, K. M. S. (2014). Investigating the moderating effects of gender and self-efficacy in the context of mobile payment adoption: A developing country perspective. International Journal of Business and Management, 9(11), 147-169.
Kim, S. H., Cha, J. M., Knutson, B. J., & Beck, J. A. (2011). Development and testing of the Consumer Experience Index (CEI). Managing Service Quality, 21(2), 112-132.
Knight, J. (2011). Education hubs: A fad, a brand, an innovation? Journal of Studies in International Education, 15(3), 221-240.
Lin, Z., & Bennett, D. (2014). Examining retail customer experience and the moderation effect of loyalty programmes. International Journal of Retail & Distribution Management, 42(10), 929-947.
Lovelock, C., & Writz, J. (2014) Service marketing: People, technology, strategy. Pearson-Prentice-Hall, New Jersey.
McKee, D., Simmers, C. S., & Licata, J. (2006). Customer self-efficacy and response to service. Journal of Service Research, 8(3), 207-220.
Modi, P., & Mishra, D. (2015). Conceptualising market orientation in non-proft organisations: Defnition, performance, and preliminary construction. Journal of Marketing Management, 23(4), 231–243.
Jian, M., & Wooi, J. C. T. (2022). The factors that influence higher education institutions (heis) students’ satisfaction level towards Students Affair Management System (SAMS) in China & Malaysia. International Journal of Sciences: Basic and Applied Research (IJSBAR), 62(2), 399–412. Retrieved from https://www.gssrr.org/index.php/JournalOfBasicAndApplied/article/view/14141
Nunnally, J. C., & Bernstein, I. H. (1994). The assessment of reliability. Psychometric Theory, 3(1), 248-292.
Owino, J. O., & Kibera, F. (2015). The influence of organizational culture and market orientation on performance of micro-finance institutions in Kenya. International Journal of Business and Management, 10(8), 204–211.
Panda, S., Pandey, S. C., Bennett, A., & Tian, X. (2019). University brand image as competitive advantage: A two-country study. International Journal of Educational Management, 33(2), 234-251. https://doi.org/10.1108/IJEM-12-2017-0374
Ringle, C. M., Wende, S., & Becker, J.M. (2015). SmartPLS 3. SmartPLS GmbH, Boenningstedt. Journal of Service Science and Management, 7(2), 114-126.
Salas-Vallina, A., Pozo, M., & Fernandez-Guerrero, R. (2020). New times for HRM? Well-being oriented management (WOM), harmonious work passion and innovative work behavior. Employee Relations, 42(3), 561-581.
Tibshirani, R. J., & Efron, B. (1993). An introduction to the bootstrap. Monographs on statistics and applied probability, 57, 1-436.
Tinoco, F., Hernandez-Espallardo, M., Rodriguez-Orejuela, A. (2020). Nonlinear and complementary effects of responsive and proactive market orientation on firms' competitive advantage. Asia Pacific Journal of Marketing and Logistics, 32 (4), 841-859.
Voss, C., & Zomerdijk, L. (2007). Innovation in experiential services - an empirical view. In DTI (Ed.). Innovation in services (pp. 97-134). London: Department of Trade and Industry.
Walker, R. M., Brewer, G. A., Boyne, G. A., & Avellaneda, C. N. (2011). Market orientation and public service performance: New public management gone mad? Public Administration Review, 4(2), 1–15.
Wirtz, B. W., & Daiser, P. (2018). Business model development: A customer-oriented perspective. Journal of Business Models, 6(3), 24-44.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2010). Services marketing strategy. Wiley International Encyclopedia of Marketing.
Zhu, G., Sangwan, S., & Lu, T. (2010). Consumer adoption model and empirical research based on social cognitive theory. Nankai Business Review, 13(3), 12-21.
Zomerdijk, L. G., & Voss, C. A. (2010). Service design for experience-centric services. Journal of Service Research, 13(1), 67-82.
In-Text Citation: (Mamat et al., 2022)
To Cite this Article: Mamat, M., Nawi, F. A. M., Setapa, M., Ramli, N. H., & Baistaman, J. (2022). Determinants of Customer Service Experience among Academic Personnel in Malaysian Public Universities. International Journal of Academic Research in Business and Social Sciences, 12(11), 3043 – 3054.
Copyright: © 2022 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non0-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode