The Influence Of Internal Customer Service Experience In Public Universities In Malaysia

摘要

Peningkatan persaingan di kalangan universiti awam di Malaysia menyebabkan semakin pentingnya untuk memahami kepentingan peranan pengalaman perkhidmatan pelanggan dalaman bagi persekitaran perkhidmatan institusi pengajian tinggi pada masa kini. Sebagai tiang utama dalam sesebuah universiti, Bahagian Hal Ehwal Pelajar (HEA) telah dipertanggungjawabkan unuk memenuhi keperluan dan permintaan pelanggan-pelanggannya, terutama di kalangan staf akademik. Dalam sesebuah organisasi perkhidmatan seperti universiti awam, pengalaman perkhidmatan pekerja (staf akademik) mempunyai perhubungan langsung dengan kepuasan pelajar dan prestasi universiti. Oleh itu, adalah sangat penting untuk memahami faktor-faktor yang mempengaruhi pengalaman perkhidmatan dalaman staf akademik di universiti awam di Malaysia. Dengan itu, fokus utama kajian ini adalah untuk memeriksa perhubungan faktor-faktor persekitaran perkhidmatan dan faktor-faktor situasi dalam mempengaruhi pengalaman perkhidmatan pelanggan di kalangan staf akademik di universiti awam di Malaysia. Kajian ini juga menilai pengaruh moderasi kekuatan diri terhadap perhubungan di antara pembolehubah bebas dengan pembolehubah bersandar.ududGrowing competition among Malaysian public universities makes it imperative to understand the important role of internal customer service experience in today’s higher education service environment. As a pillar of the university, Academic Affairs Department (AAD) is entrusted 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 service environment factors and situational factors in influencing customer service experience of academic staff in Malaysian public universities. The study also assesses the moderating influence of self-efficacy on the relationships between the independent variables and the dependent variable. The research model hypothesized that service environment factors and situational factorshave significant impact on customer service experience. The study employed a quantitative research.