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