Evaluation of OSSC Service Quality Among Private Universities In Northern Malaysia : A Case Study of UniSHAMS

Abstract

Services quality is very important to determining the level of customer expectation, perception, and satisfaction after they are using the products and services offered by the organizations. Good service quality can affect the customers’ perception and satisfaction toward products and services that will helps to improve the image and performance of an organizations. But, failure to fulfil customers’ expectation and satisfaction will lead to dissatisfaction and bad impression to the organizations itself in the long term such as complaints and grievances. This is also affecting the reputation and image of an organization itself. The main purpose of this study is determining students’ perception toward service quality at One Stop Student Centre (OSSC), Sultan Abdul Halim Mu’adzam Shah International Islamic University (UniSHAMS). Three hundred and fifty one (351) respondents which are UniSHAMS main campus students with active status participated in this survey. Questionnaires are being used in this survey and the analysis of finding analysis is based on descriptive statistics. The findings showed that five dimensions of service quality namely tangible, reliability, responsiveness, and empathy is moderate. Based on multiple regression analysis showed that Tangible, Responsiveness, and Empathy were significant relationship with an overall service quality while Reliability and Assurance had no significant relationship with an overall service quality. So, these outcomes are very useful for OSSC management in planning their strategy to improving the services and reduce the weakness also give the best services to students.