International Journal of Academic Research in Business and Social Sciences

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Relationship between Service Quality and Customer Satisfaction in Academic Affairs Unit

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Mariam Setapa, Nooradzlina Mohd Pauzi, Mazuin Mat Halif, Nik Suriati Nik Hassan, Nik Mohd Faris Nik Min, Mazlina Mamat, Tismazammi Mustafa, Nurfazila Shazwani Mohd Zulkifli, Juliana Ismail, Editya Nurdiana

Pages 2407-2425 Received: 10 Nov, 2023 Revised: 11 Dec, 2023 Published Online: 16 Jan, 2024

http://dx.doi.org/10.46886/IJARBSS/v14-i1/9558
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.
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