STAFF PROFESSIONALISM IN UNIVERSITY SERVICES: A CASE STUDY OF UiTM

Noriah Mohamed Ali
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Noriah Mohamed Ali: Universiti Teknologi MARA, Shah Alam

No 2010-056, International Conference on Business and Economic Research (ICBER 2010) Proceeding from Conference Master Resources

Abstract: This paper aims to show that staff professionalism is one of the factors that lead to customer satisfaction in university services. Staff professionalism is an important component in university services. A quality service is considered as one of the important research topics in the context of service delivery in universities. Frontline university service is the first step before the public or customers pursue the matter further. If at this first step they are provided with quality service, indirectly it reflects positively on the university. However, if the quality of the service provided is poor it reflects negatively on the university. In this study, 192 of 909 graduates students who responded to the questionnaire and analyzed by using Statistical Package for Social Sciences (SPSS) software to achieve the outcome of the study. The findings show that there is a positive relationship between staff professionalism and customer satisfaction. Several recommendations were suggested to UiTM in order to improve its counter services delivery and to achieve customer satisfaction.

Keywords: Staff professionalism; customer satisfaction; public universities (search for similar items in EconPapers)
JEL-codes: M (search for similar items in EconPapers)
Pages: 27 pages
Date: 2010-03
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Published in Proceeding of ICBER 2010, March 2010

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