Service quality effect towards customer satisfaction on the bookstores (Melaka)

Mat Said, Nurul Syazlina (2019) Service quality effect towards customer satisfaction on the bookstores (Melaka). Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Satisfaction is a level of approval when comparing between what has been received and what was expected that involve the needs and wants on making purchase decision. Customer satisfaction is the measurement of how happy customers feel when they use or bought the goods or service from retailer or supplier. When satisfaction is a positive, that’s means what customer expects from their business can give something that they want or need. Additionally, it is an overview of the user against low or relative service excellence. On the other side, service quality that reflect the customer’s satisfaction in dimension of service quality such as tangibles, reliability, assurances, empathy and responsiveness. This research will explore how service quality influence customer satisfaction in the business-to-consumer (B2C). Business to Consumer or B2C is used by businesses that want to market products or services to consumers. B2C will conduct directly that business with customer without using middleman. This research will be conducted research in Melaka that have 15 bookstores in Melaka state. This research will be focusing on selected bookstores such as Popular bookstore, MPH bookstore, TS Commerce bookstore, Kedai Buku Pintar Sdn Bhd and other bookstore that have in area Melaka Tengah. Customer will prefer to buying books at physical bookstore compared to buying books online. There are some problems faced in bookstore from customer feedback. Back to research, the purpose of conducting this research is to measure dimension of service quality towards customer satisfaction in bookstore (Melaka). For the research methodology, the result was arranged analyzed based on primary data. All the total of respondents that contributed is 151 respondents. The analysis will run by using SPSS software for analyzed the question design, pilot test and descriptive study.

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