Abstract
Customer satisfaction is a relatively recent phenomenon throughout the world and is a philosophy that many service-based organizations have yet to adopt and carry out successfully. Cooperatives, being service-based organizations, usually promise their customers good service quality when dealing with them. Thus, it is important for them to ensure that customers are satisfied with the services provided. The main objective of this research is to determine the level of customer satisfaction using SERVQUAL dimensions at cooperative of Universiti Islam Antarabangsa (UIA), Kuantan, and Universiti Teknologi Mara (UiTM), Pahang. Furthermore, the relationship between the SERVQUAL dimensions and customer satisfaction was investigated. The respondents were students and staffs selected randomly from both institutions. The findings showed that customers were fairly satisfied with the service quality provided by the cooperatives. There is a significant positive correlation between reliability, assurance, tangibles, empathy, and responsiveness with customer satisfaction. These five dimensions, taken together, significantly contribute 71 % to the prediction of customer satisfaction.
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Azer, I., Hilmi, Z.A.G., Mohamad, M.F.A.A., Mohamad, S.A. (2014). Measuring Customer Needs and Want: Exploring SERVQUAL Dimensions in Cooperatives. In: Kasim, A., Wan Omar, W., Abdul Razak, N., Wahidah Musa, N., Ab. Halim, R., Mohamed, S. (eds) Proceedings of the International Conference on Science, Technology and Social Sciences (ICSTSS) 2012. Springer, Singapore. https://doi.org/10.1007/978-981-287-077-3_30
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DOI: https://doi.org/10.1007/978-981-287-077-3_30
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