ISSN: 2222-6990
Open access
To be part of the learning institution, academic affairs need to make sure their service quality can have a good impact and increase customer satisfaction. Providing the highest level of service quality has become a must for most businesses nowadays. Thus, this paper intends to study the customer satisfaction involved students of UiTMCK in communicating with the staff of the Academic Affairs Unit and the students as the respondents came from business study backgrounds. The independent variables are tangibles, reliability, assurance, empathy and responsiveness taken from the SERVQUAL model, meanwhile, the dependent variable is customer satisfaction. The population of this study was 1 160 respondents and the sample size was 288 respondents were returned the questionnaire. The data was analysed using SmartPLS 3.2.1 software. Overall, all hypotheses were accepted and supported at a significant value of p<0.01. It can be concluded that all constructs have strong direct relationships with customer satisfaction. In conclusion, all hypotheses were accepted in this research.
Ali, B. J., Saleh, P. F., Akoi, S., Abdulrahman, A. A., Muhamed, A. S., Noori, H. N., & Anwar, G. (2021). Impact of Service Quality on Customer Satisfaction: A Case Study at Online Meeting Platforms. International Journal of Engineering, Business and Management, 5(2), 65-77.
Ali, B. J., Akoi, S., & Saleh, P. F. (2021). Factors Shaping Customer Satisfaction with Residential Flats: Evidence from Sulaymaniyah. Black Sea Journal of Management and Marketing, 2, 1-12.
Ali, B. J., Gardi, B., Othman, B. J., Ahmed, S. A., Ismael, N. B., Hamza, P. A., Aziz, H. M., Sabir, B. Y., Sorguli, S., & Anwar, G. (2021). Hotel Service Quality: The Impact of Service Quality on Customer Satisfaction in Hospitality. International Journal of Engineering, Business and Management (IJEBM), 5(3).
Dar, K., Bhat, R., & Raina, S. (2018). Service Quality in Private Hospitals of Jammu And Kashmir - An Empirical Assessment from District Srinagar. International Journal of Healthcare Technology and Management, 17(23), 197. Available:10.1504/ijhtm.2018.10019849.
Dam, S. M., & Dam, T. C. (2021). Relationships Between Service Quality, Brand Image, Customer Satisfaction, And Customer Loyalty. Journal of Asian Finance, Economics and Business, 8(3), 0585-0593.
Fitriastuti, F., Setiyorini, A., & Putra, A. J. (2019). Measuring the Quality of Computer-Based Test Services Using the SERVQUAL Method (Case Study Admission System the University of Janabadra). Journal of Physics: Conference Series, 1175, 012-074. Available: 10.1088/1742-6596/1175/1/012074.
Git, H., & Sulaiman, S. (2012). Measuring Service Quality of a Multi-Disciplinary Engineering Course. Procedia - Social and Behavioral Sciences, 56, 31-41. Available: 10.1016/j.sbspro.2012.09.629.
Hindarsah, I., Nurjaya, Sunarsi, D., Pratama, A., Arianto, N., Purwanti, Y., Kasmad & Oktarini, R. (2021). The Influence of Service Quality, Emotional Marketing and Spiritual Marketing on Customer Satisfaction. Turkish Journal of Computer and Mathematics Education, 12(3), 3685-3689
Ludvik, M. J. B., Henning, G. W., & Roberts, D. (2016). Student Affairs Assessment: Theory to Practice. Stylus Publishing
Mouzaek, E., Al Marzouqi, A., Alaali, N., Salloum, A. S., Aburayya, A., & Suson, R. (2021). An Empirical Investigation of The Impact of Service Quality Dimensions on Guest's Satisfaction: A Case Study of Dubai Hotels. Journal of Contemporary Issues in Business and Government, 27(3).
Namin, A. T., & Yavari, E. (2017). Service Desk Management Tasks for Customer Satisfaction and Service Quality. International Journal of Economic Perspectives, 11(4), 780-798.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1988), SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
Pakdil, F., & Ayd?n, O. (2007). Expectations and Perceptions in Airline Services: An Analysis Using Weighted SERVQUAL Scores. Journal of Air Transport Management, 13(4), 229-237. Available: 10.1016/j.jairtraman.2007.04.001
Rahim, Z. A., Voon, B. H., & Mahdi, R. (2020). The Impact of Service Quality on Business Commitment in Contract Manufacturing Services: An Exploratory Study Of F&B Industry in Malaysia. International Journal of Business and Society, 21(1), 197-216.
Ananth, A., Ramesh, R., & Prabaharan, B. (2011). Service Quality GAP Analysis in Private Sector Banks: A Customer Perspective. Indian Journal of Commerce and Management Studies, 1, 245-252.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49, 41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). A Multiple-Item Scale for Measuring Consumer Perception of Service Quality. Journal of Retailing, 64(1), 12-40.
Sadek, D., Zainal, N., Taher, M., & Yahya, A. (2010). Service Quality Perceptions between Cooperative and Islamic Banks of Britain. American Journal of Economics and Business Administration, 2(1), 1-5.
Setapa, M., Zaman, K. L., Wan Mustapha, W. A. H., Kanafiah, M. S. F. H., & Noor, M. N. R. A. (2020a). Service Quality and Customer Satisfaction: Halal Certificate Application in Malaysia. Journal of Contemporary Social Science Research, 4(1), 39-48.
Setapa, M., Zaman, K. L., Wan Mustapha, W. A. H., Kanafiah, M. S. F. H., & Noor, M. N. R. A. (2020b). Relationship Between Service Quality and Customer Satisfaction During Halal Certificate Application in Kelantan. Journal of Contemporary Social Science Research, 4(2), 1-11.
Van Iwaarden, J., van der Wiele, T., Ball, L., & Millen, R. (2003). Applying SERVQUAL to Web Sites: An Exploratory Study. International Journal of Quality & Reliability Management, 20(8), 919-935.
Zeithaml, V. A., Parasuraman, A., & Berry, L. (1990). Delivering quality service: Balancing customer perceptions and expectations. New York, NY: Free Press.
(Setapa et al., 2024)
Setapa, M., Pauzi, N. M., Halif, M. M., Hassan, N. S. N., Min, N. M. F. N., Mamat, M., Mustafa, T., Zulkifli, N. S. M., Ismail, J., & Nurdiana, E. (2024). Relationship Between Service Quality and Customer Satisfaction in Academic Affairs Unit. International Journal of Academic Research in Business and Social Sciences, 14(1), 2407–2425.
Copyright: © 2024 The Author(s)
Published by HRMARS (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 non-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