Analyzing Malacca Citizen Satisfaction Based On Servqual Model : A Study On UTC Malacca

Mohd Noor, Mohamed Solehuddin (2014) Analyzing Malacca Citizen Satisfaction Based On Servqual Model : A Study On UTC Malacca. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Customer satisfaction with services provide in a firm was often look as the key to a firm's success and long-term competitiveness. In the aspect of relationship marketing, customer satisfaction was often viewed as a central determinant of customer retention. The important of this research was to ensure that UTC Malacca provides best service to Malacca citizen. Besides, the research was also carried out to get the view what are the services that needed by Malacca citizen to be implement in UTC Malacca. The research objectives of this study were to determine the prominent factors that contribute to customer satisfaction and to explain the feedback from Malacca citizen about service provided in UTC Malacca. Besides, the objective was to describe the overall satisfactions among customers about service in UTC Malacca. In this research, data was collected through questionnaire, research strategy was survey with total of 100 respondents and the analysis is carrying out using Statistical Package for Social Sciences (SPSS) and Microsoft Excel. From the result, it was proved that UTC Malacca provides good service to Malacca citizen. The prominent factor that contributes to satisfaction was tangible. Data about consumers help organizations to define the need and identify threats to and opportunities for a service. Customer response was the ultimate test of whether a service strategy will succeed.

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