Perceptions of customer service in Malaysia : a study of the Pilgrims Management and Fund Board

Ishak Haji Ismail.

April 1996

Thesis or dissertation

© 1996 Ishak Haji Ismail. All rights reserved. No part of this publication may be reproduced without the written permission of the copyright holder.

This study measures expectations of customer service and perceptions of outcome for 183 customers and 81 employees in the Pilgrims Management and Fund Board in Malaysia.The data collection strategy used is that of the triangulation method. The findings from structured questionnaires were supplemented by interviews where possible and selected observation of operations. The structured questionnaire was statistically analysed by SPSS computer programme.Gaps are detected between :- customers' expectation and employees' perception of that expectation (Gap A),- customers' and employees' perception of the service delivery process during and after transaction (Gaps A&B),- customers' expectation and their overall perception of customer service delivery.The first mentioned is greater than the second mentioned in each case.Parameters which give rise to customers' expectation were further explored. Gender, age, marital status,educational level, income, media exposure and a monopoly supplier situation were found not to have a significant correlation with expectation. Dwelling area was significantly correlated but in the opposite way to the expected; the less sophisticated rural dwellers had higher expectation. Personality was inversely related,again contrary to the researcher's initial belief; weaker personalities had higher expectations. Only 2 out of 17 values are significantly correlated to customer expectation; mature love and self respect.Similarly parameters which may give rise to employees' perception of customer service delivery were explored. Organizational climate, gender, age, marital status and length of service were found not to have a significant correlation with perception of customer service delivery.However, the higher the position in the organization, educational level and salary (all of which may be auto correlated) the better the perception of customer service delivery. It was found that the greater the value placed by the employees on the organizational offer the greater their perception of customer service delivery. There is a distinct lack of significant correlation between cultural and environmental factors and expectation and perception of customer service.Expectations are high even in unsophisticated areas and are not fully met. This suggest that expectation may be fundamental by-product of social interaction rather than the product of any particular kind of consumer culture. This in turn suggests that there were few barriers in Malaysia to the spread of customer service ideas common in the west over a number of years.

Department of Accounting, The University of Hull
Levett, Brian
Qualification level
Qualification name
Filesize: 15,271KB
QR Code