Enhancing customer service experience through customer involvement and familiarity in Malaysian public universities / Mazlina Mamat ...[et al.]
Growing competition among Malaysian public universities makes it imperative to understand the important role of customer service experience in today’s higher education service environment. As a pillar of the university, Academic Affairs Department (AAD) isentrusted to meet the n...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Unit Penerbitan Universiti Teknologi MARA, Kelantan
2016
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/29303/ |
| _version_ | 1848807201414578176 |
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| author | Mamat, Mazlina Mat Nawi, Farahiyah Akmal Nik Abdul Latif, Nik Kamaruzaman Abu Bakar, Hatinah |
| author_facet | Mamat, Mazlina Mat Nawi, Farahiyah Akmal Nik Abdul Latif, Nik Kamaruzaman Abu Bakar, Hatinah |
| author_sort | Mamat, Mazlina |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | Growing competition among Malaysian public universities makes it imperative to understand the important role of customer service experience in today’s higher education service environment. As a pillar of the university, Academic Affairs Department (AAD) isentrusted to meet the needs and demands of its customers especially the academic staff of the university. In service organizations, like public universities, employee (academic staff) service experience directly correlates with student satisfaction and university performance. Therefore, it is crucial to understand the factors that influence academic staff’s service experience. Hence, the primary focus of this study is to examine the relationship of involvement and familiarity in influencing customer service experience amongacademic staff in Malaysian public universities. The research model hypothesized that customer involvement and familiarity have significant impact on customer service experience. The study employed a quantitative research. The survey method was utilized and for data collection, a self-administered questionnaire was constructed to gather data from 454 Malaysian public universities’ academic staff. Proportionate stratified random sampling was utilized in this study. Correlation analysisandhierarchical regression analysis were used to analyse the data. All research questions and objectives were answered by performing hierarchical regression analysis. The findings revealed significant relationships between customer involvement and familiarity and customer service experience. Overall,this study provided supportthe importance of highlighting customer involvement and familiarity in managing academic staff’s customer service experience. The results offer several theoretical and practical implications to Malaysian public universities’ administrators, particularly the AAD and also to policy makers and other practitioners especially in designing effective customer service experience strategies |
| first_indexed | 2025-11-14T22:39:03Z |
| format | Article |
| id | uitm-29303 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T22:39:03Z |
| publishDate | 2016 |
| publisher | Unit Penerbitan Universiti Teknologi MARA, Kelantan |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-293032020-04-09T04:11:00Z https://ir.uitm.edu.my/id/eprint/29303/ Enhancing customer service experience through customer involvement and familiarity in Malaysian public universities / Mazlina Mamat ...[et al.] jcssr Mamat, Mazlina Mat Nawi, Farahiyah Akmal Nik Abdul Latif, Nik Kamaruzaman Abu Bakar, Hatinah Higher Education Institutions of higher education Growing competition among Malaysian public universities makes it imperative to understand the important role of customer service experience in today’s higher education service environment. As a pillar of the university, Academic Affairs Department (AAD) isentrusted to meet the needs and demands of its customers especially the academic staff of the university. In service organizations, like public universities, employee (academic staff) service experience directly correlates with student satisfaction and university performance. Therefore, it is crucial to understand the factors that influence academic staff’s service experience. Hence, the primary focus of this study is to examine the relationship of involvement and familiarity in influencing customer service experience amongacademic staff in Malaysian public universities. The research model hypothesized that customer involvement and familiarity have significant impact on customer service experience. The study employed a quantitative research. The survey method was utilized and for data collection, a self-administered questionnaire was constructed to gather data from 454 Malaysian public universities’ academic staff. Proportionate stratified random sampling was utilized in this study. Correlation analysisandhierarchical regression analysis were used to analyse the data. All research questions and objectives were answered by performing hierarchical regression analysis. The findings revealed significant relationships between customer involvement and familiarity and customer service experience. Overall,this study provided supportthe importance of highlighting customer involvement and familiarity in managing academic staff’s customer service experience. The results offer several theoretical and practical implications to Malaysian public universities’ administrators, particularly the AAD and also to policy makers and other practitioners especially in designing effective customer service experience strategies Unit Penerbitan Universiti Teknologi MARA, Kelantan 2016-11 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/29303/1/6.pdf Mamat, Mazlina and Mat Nawi, Farahiyah Akmal and Nik Abdul Latif, Nik Kamaruzaman and Abu Bakar, Hatinah (2016) Enhancing customer service experience through customer involvement and familiarity in Malaysian public universities / Mazlina Mamat ...[et al.]. (2016) Journal of Contemporary Social Science Research <https://ir.uitm.edu.my/view/publication/Journal_of_Contemporary_Social_Science_Research.html>, 1 (1). pp. 39-52. ISSN 0128-2697 http://jcssr.com.my/ |
| spellingShingle | Higher Education Institutions of higher education Mamat, Mazlina Mat Nawi, Farahiyah Akmal Nik Abdul Latif, Nik Kamaruzaman Abu Bakar, Hatinah Enhancing customer service experience through customer involvement and familiarity in Malaysian public universities / Mazlina Mamat ...[et al.] |
| title | Enhancing customer service experience through customer involvement and familiarity in Malaysian public universities / Mazlina Mamat ...[et al.] |
| title_full | Enhancing customer service experience through customer involvement and familiarity in Malaysian public universities / Mazlina Mamat ...[et al.] |
| title_fullStr | Enhancing customer service experience through customer involvement and familiarity in Malaysian public universities / Mazlina Mamat ...[et al.] |
| title_full_unstemmed | Enhancing customer service experience through customer involvement and familiarity in Malaysian public universities / Mazlina Mamat ...[et al.] |
| title_short | Enhancing customer service experience through customer involvement and familiarity in Malaysian public universities / Mazlina Mamat ...[et al.] |
| title_sort | enhancing customer service experience through customer involvement and familiarity in malaysian public universities / mazlina mamat ...[et al.] |
| topic | Higher Education Institutions of higher education |
| url | https://ir.uitm.edu.my/id/eprint/29303/ https://ir.uitm.edu.my/id/eprint/29303/ |