| Summary: | Local governments are known as an important agency in providing services to the
citizens and critical element in this regard it is the quality of the services rendered by
these agencies. There are 149 local government that exist in Malaysia. Due to the large
population in local authorities, the study is only focusing on the Eastern Local Authority
by selecting Majlis Bandaraya Kuala Terengganu as the case study. Majlis Bandaraya
Kuala Terengganu is the biggest local government authority in Terengganu State as it
covers two districts which are Kuala Terengganu and Kuala Nerus with the population
of 383,600. This study is conducted to examine the customer satisfaction level towards
the service provided by Majlis Bandaraya Kuala Terengganu, the relationships between
all five dimensions of service quality (tangibility, reliability, responsive, assurance and
empathy) and to determine the dominant factor that affect customer satisfaction. A total
of 335 completed questionnaires were collected and was analysed using Statistical
Package of Social Sciences (SPSS) software Version 23.0. In this study, the descriptive
statistic, Cronbach's alpha, Pearson Correlation, T-Test, ANOVA and multiple linear
regression test are done. From this study, the findings showed that all the five
dimensions of service quality have significant impact towards customer satisfaction
level. Furthermore, it was found that the empathy dimension is the most dominant factor
out of five dimensions. Therefore, in the end of this study, relevant recommendations
were proposed to Majlis Bandaraya Kuala Terengganu in order to be relevant in
providing services towards the citizens.
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