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A STUDY ON CUSTOMERS' PERCEPTION TOWARDS SERVICE QUALITY AT THE MAIN COUNTER OF AMANAH SAHAM NASIONAL BERHAD, KUALA LUMPUR AZLINA 8T ABDUL GHANI Subnlitted in Partial Fulfillment of the Requirement for the Bachelor of Business Administration (Hons) Marketing FACULTY OF BUSINESS MANAGEMENT UNIVERSITI TEKNOLOGI MARA MELAKA 2006

AZLINA 8T ABDUL GHANIir.uitm.edu.my/id/eprint/22311/1/PPb_AZLINA ABDUL GHANI M... · 2018. 11. 26. · I, Azlina 81. Abdul Ghani, (lie Number: 820410-01-5082) Hereby, declare that:

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  • A STUDY ON CUSTOMERS' PERCEPTIONTOWARDS SERVICE QUALITYAT THE MAIN COUNTER OF

    AMANAH SAHAM NASIONAL BERHAD,KUALA LUMPUR

    AZLINA 8T ABDUL GHANI

    Subnlitted in Partial Fulfillmentof the Requirement for the

    Bachelor of Business Administration(Hons) Marketing

    FACULTY OF BUSINESS MANAGEMENTUNIVERSITI TEKNOLOGI MARA

    MELAKA

    2006

  • DECLARATION OF ORIGINAL WORK

    BACHELOR OF BUSINESS ADMINISTRATIONWITH HONOURS (MARKETING)

    FACULTV OF BUSINESS MANAGEMENTUNIVERSITI TEKNOLOGI MARA

    MELAKA

    "DECLARATION OF ORIGINAL WORK"

    I, Azlina 81. Abdul Ghani, (lie Number: 820410-01-5082)

    Hereby, declare that:

    • This work has not previously been accepted in substance for any degree,

    locally or overseas, and is not being concurrently submitted for this degree or

    any others degree.

    • This project paper is the result of my independent work and investigation,

    except where otherwise stated.

    • All verbatim extracts have been distinguished by quotation marks and sources

    of my information have been specifically acknowledged.

    Signature: ---+-~H¥--~-- Date: J '8' / lj J 0 ~>

  • LETTER OF TRANSMITTAL

    28th April 2006

    The Head of ProgramBachelor of Business Administration (Hons) MarketingFaculty of Business ManagementUniversiti Teknologi MARA78000 Alor GajahMeJaka

    Dear Sir/Madam,

    SUBMISSION OF PROJECT PAPER (MKT 660)

    Attached is the project paper mle "A STUDY ON CUSTOMERS' PERCEPTIONTOWARDS THE SERVICE QUALITY AT THE MAIN COUNTER OF ASNB IN KUALALUMPUR" to fulfill the requirement as needed by the Faculty of Business Management,Universiti Teknologi MARA.

    Thank You

    Yours sincerely,

    r Q . /)VtfvPz:;

    AZLINA BT ABDUL GHANI2003338768Bachelor of Business Administration (Hons) Marketing

  • ABSTRACT

    This thesis present a study, which has sought to take steps towards increasing both

    lmowledge of how customers' perceived the service quality delivered by the Main

    counter of ASNB and at the same time identifies the difference of their perceptions

    towards the main counter of ASNB service quality based on their demographic

    backgrounds. Main counter is a place where people como and do many and different

    types 01 transactions. so it is vital not only in establishing, show credibility and

    confidence towards its customers to trust ASNB to handle their investment and unit

    trust. It is noteworthy to investigate how customers perceive the service quality of the

    main counter in order for ASNB to take up competitive position upon their ability to

    deliver quality services to the customers throughout Malaysia. This quantitative study

    has adopted an application of Prasuraman, Zeithml, Berry and Groonroos's

    SERVQUAL questionnaire to sample customers that come to the main counter of

    ASNB to do their transaction. A survey was conducted through distribution of

    questionnaires to the customers from different background profile. A total of 110

    respondent self administered questionnaire were distributes and collected

    simultaneously, which have resulted a 100% response rate. However 100 useable

    questionnaires were analyzed. Using quantitative analyzes, the data was computed by

    using SPSS program and analyzed based on the perception minus expectation gap

    adopted from SERVQUAL model.

    The results indicate that there was a gap between customers' expectation and

    perceptions towards service quality delivered by ASNB especially at the Main counter,

    which means that customers' expectations 01 the service quality were not met.

    Identification of service quality dimension showed that customers perceived that the

    main counter of ASNB were unable to deliver prompt but in contrast managed to

    xi

  • display a relatively high quality in their physical facilities and appearances. The findings

    also identified that there were both differences and similarities of customers' perception

    towards main counter of ASNB service quality when compared to their demographics

    background, which will be valuable for ASNB management in order for them to

    disseminate their service accordingly.

    XII

    A STUDY ON CUSTOMERS' PERCEPTION TOWARDS SERVICE QUALITY AT THE MAIN COUNTER OF AMANAH SAHAM NASIONAL BERHAD,KUALA LUMPURDECLARATION OF ORIGINAL WORKLETTER OF TRANSMITTALACKNOWLEDGEMENTSTABLE OF CONTENTSLIST OF TABLESLIST OF FIGURESABSTRACTCHAPTER ONE INTRODUCTION1.1 Background of Study1.2 Company Background1.2.1 Permodalan Nasional Berhad (PNB)1.2.2 Amanah Saham Nasional Berhad (ASNB)1.2.3 Vision1.2.4 Mission1.2.5 Measures of Success1.2.6 Values

    1.3 Problem Statement1.4 Research Objectives1.5 Research Questions1.6 The Model of Theoretical Framework1.7 Explanation of Dependent and Independent Variables1.7.1 Independent Variables1.7.2 DependentVariables

    1.8 Significance of Study1.9 Scope and Coverage of Study1.10 Limitations1.11 Definition of Terms

    CHAPTER TWO LITERATURE REVIEW2.1 Services2.2 Quality2.3 Service Quality2.4 Dimensions of Service Quality2.5 Tangible2.6 Reliability2.7 Responsiveness2.8 Assurance2.9 Empathy2.10 Expectation of Customers towards SeiVice quali~2.11 Perception of Customer towards Service Quality

    CHAPTER THREE RESEARCH METHODOLOGY AND DESIGN3.1 Research Design3.2 Population3.3 Sampling Design3.4 Data Collection3.5 Questionnaire Development and Designs3.6 Pre-Test3.7 Data Analysis and Interpretation

    CHAPTER FOUR ANALYSIS AND INTERPRETATION OF DATA4.1 introduction4.2 Summary Statistic4.3 Reliability Test4.4 Brief Description of Demographic Characteristic of Respondents'4.5 Service Quality Perceptions Based on the SERVQUAL Five Dimensions4.6 Service Quality Perceptions Based on 26 SERVQUAL Attributes4.6.1 Expectation Mean Scores4.6.2 Perception Mean Scores4.6.3 Gap Mean Scores

    4.7 Cross-Tabulation Analysis Based on Respondents' Demographic Profiles4.7.1 Gender4.7.2 Race4.7.3 Age4.7.4 Educational Level4.7.5 Occupation4.8 Service Quality Dimensions4.9 Customer's Perception towards the Level Of Service Qualiity Based 26 Attributes of 5 Dimensions of Service Quality4.10 The Differences on Customers' Perception towards the Main Counter ofASNB Service Quality Based on the Demographic Profiles4.10.1 Gender4.10.2 Race4.10.3 Age4.10.4 Educational Level4.10.5 Occupation

    CHAPTER FIVE CONCLUSION5.1 Conclusion5.2 Recommendations5.2.1 Set Performance Standard5.2.2 Evaluate Performance Regularly5.2.3 Training5.2.4 Job Description5.2.5 Motivation5.2.6 Hire More Staffs5.2.7 Staffs Empowerment

    BIBLIOGRAPHYAPPENDIX