A Study on Students’ Satisfaction towards

Services Provided by the University

Presented by: Roslina Ahmed Tajuddin (2009171229)

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Introduction

2.Bus Services Bus and library services are one of

the important services in the university since it are the main services available for the students.

UiTM has provided about 223 buses in total in all UiTM and about 30 buses is been used in the main campus (Nor Hazani and Abdullah, 2008).

The purpose of the universities that provides bus services for its ‘customers’ to use for travel from one place to another within the campus areas.

1.History of UiTM Universiti Teknologi MARA, known

as UiTM was established in 1956. Before UiTM has become what it is now, it has gone through a process of transformation from 1956-1999.

Up to date, there are approximately 120,000 students in UiTM all over Malaysia and in Main Campus itself has about 45, 000 students and 15,000 staffs. (Nor Hazani and Abdullah, 2008).

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Introduction

4.Customer Satisfaction Customer’s satisfaction in a business

term is a measure of how products and services supplied by a company meet or surpass customer expectation (Ishfaq, Shafiq, Umer, Mohammad, 2009).

In other aspects, customer’s satisfaction can be defined as of the degree to which their requirements have been fulfilled (Dubek-Burlikowska and Szewieczek, 2008).

3. Library Services While bus services are one of the

important services, library services are also one of the important services in the university.

In the library, there are a lot of collection of sources, resources and services provided to its customers.

Services that are provided by the libraries includes customer services, facilities such as computer labs, Photostat services, catalogue searching, electronic resources besides tons of books and journals for its ‘customers’ to access (University Teknologi MARA, 2010).

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Introduction

5.Students’ Satisfaction

The discussion will focus on the student’s satisfaction as students are considered as customer who receives bus services in universities.

Student has been categorized as the primary beneficiaries of education and hence should be treated as customers (Joseph and Joseph, 2008).

Therefore, customer’s satisfaction in education sector is the students and to achieve the satisfaction, the organization needs to fulfill the student’s requirements or needs.

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Problem Statement

1. According to the University Teknologi Mara (2010), UiTM buses are the main public transportation available in the main campus apart from the Rapid KL buses and taxis.

2. Even though there are busses provided by the university, there are still not enough bus services to cater the huge amount of students who studies in the campus (Nor Hazani and Abdullah, 2008)

3. As a result, many individuals beginning to drive instead (Fearnley,2009).

4. According to Fearnley (2009), if the busses are not enough, it could lead to queues getting longer, and the bus timetable will become even more problem. It will also have unfortunate consequences for the people who use the bus services.

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5. It may also lead to other problems in the campus such as students are overcrowding on the bus and students are late to school (Harman, 2010).

6. Holt (2010) stated that "Whenever you are depending on the bus to get you to class on time, if the bus is more than five minutes late, it will put you off schedule.”

7. Therefore, there is a need to investigate the student’s satisfaction on the bus services provided by the UiTM and propose necessary actions towards the end of this study.

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Problem Statement1. According to Swinburne University of

Technology (2010), it has been stated in some universities online resources are unusable and are not be able to be accessed from the remote network.

2. In Haramaya University, one of the problems been determined is lack of adequate space for user, insufficient information resources and inadequate library staff is among the problems to achieve effective and efficient library service. ( Mammo, 2010).

3. To be effective, libraries need to measure their performance rigorously against the expectations and real needs of their customers.

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4. Good library will need to be a customer sensitive, knowledge creating and agile enterprise (Apostolous and Skiadas, 1999).

5. Since as we can see, there are problems arise at other universities regarding the services available, there is a need to investigate the library services provided by the UiTM to determine whether the library serve effectively to its customers.

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Purpose of the Study c) Travel Time?c) Travel Time? d) d)Bus Driver Performance?Bus Driver Performance?

e) Security/ Safety?e) Security/ Safety? f) f) Customer Information?Customer Information?

2) What are the student’s opinions towards 2) What are the student’s opinions towards

the performance of bus services provided the performance of bus services provided

by the UiTM?by the UiTM?

ii) ii) For library services:For library services:

1. What are the level of satisfaction towards 1. What are the level of satisfaction towards

the library services provided by the UiTM in the library services provided by the UiTM in

terms of:terms of:

a) Customer Service?a) Customer Service? b) b)Facilities?Facilities?

c) Resources?c) Resources? d) d) Catalogue Searching?Catalogue Searching?

e) Electronic Resources? e) Electronic Resources?

2. What are the student’s perceptions 2. What are the student’s perceptions

towards the performance of library services towards the performance of library services

provided by the UiTM?provided by the UiTM?

c) Travel Time?c) Travel Time? d) d)Bus Driver Performance?Bus Driver Performance?

e) Security/ Safety?e) Security/ Safety? f) f) Customer Information?Customer Information?

2) What are the student’s opinions towards 2) What are the student’s opinions towards

the performance of bus services provided the performance of bus services provided

by the UiTM?by the UiTM?

ii) ii) For library services:For library services:

1. What are the level of satisfaction towards 1. What are the level of satisfaction towards

the library services provided by the UiTM in the library services provided by the UiTM in

terms of:terms of:

a) Customer Service?a) Customer Service? b) b)Facilities?Facilities?

c) Resources?c) Resources? d) d) Catalogue Searching?Catalogue Searching?

e) Electronic Resources? e) Electronic Resources?

2. What are the student’s perceptions 2. What are the student’s perceptions

towards the performance of library services towards the performance of library services

provided by the UiTM?provided by the UiTM?

1.Purpose of the Study The purpose of this study is to

examine the student’s satisfaction of the bus services and library services provided by the UiTM Shah Alam.

Specifically, the objectives of the study are to examine the student’s perception towards the bus and library services performance provided by UiTM.

2.Research Questionsi)i)For bus services:For bus services:

1. What are the level of satisfaction 1. What are the level of satisfaction

towards the bus services provided towards the bus services provided

by the UiTM in terms of:by the UiTM in terms of:

a) Convenience? b) Comfort?a) Convenience? b) Comfort?

1.Purpose of the Study The purpose of this study is to

examine the student’s satisfaction of the bus services and library services provided by the UiTM Shah Alam.

Specifically, the objectives of the study are to examine the student’s perception towards the bus and library services performance provided by UiTM.

2.Research Questionsi)i)For bus services:For bus services:

1. What are the level of satisfaction 1. What are the level of satisfaction

towards the bus services provided towards the bus services provided

by the UiTM in terms of:by the UiTM in terms of:

a) Convenience? b) Comfort?a) Convenience? b) Comfort?

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Significance of the Study

4. It could perhaps help the university It could perhaps help the university

to improve the quality of the services to improve the quality of the services

and could assist researchers in their and could assist researchers in their

future studies.future studies.

1.1. This study is apparently one of the This study is apparently one of the first few attempts to examine the first few attempts to examine the student’s satisfaction and the quality student’s satisfaction and the quality of bus services as well as library of bus services as well as library services provided by the university.services provided by the university.

2.2. This study would therefore, try to This study would therefore, try to provide the information of the quality provide the information of the quality service and student’s satisfaction of service and student’s satisfaction of the bus services and library services the bus services and library services available in the main campus. available in the main campus.

3.3. The findings of this study could also The findings of this study could also provide some of empirical data for provide some of empirical data for future research in this area.future research in this area.

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Literature Review

2. Bus Services in UiTM Bus Services in UiTM

Main CampusMain Campus In general UiTM has about 223 buses in total

and 30 buses is used in the main campus. All 30 buses are used on weekdays from

Monday to Friday excluding on the public holiday starting from 7.00am to 7.00pm and after 7.00 pm only 10 buses are used to transport its user every half an hour until 12.00am.

Department of Transport and Facilities located near Pusat Kesihatan UiTM are the one manages all the transport facilities.

The department is responsible to ensure bus services runs smoothly and need to ensure that their customers are satisfied with the services provided by them.

1.History of UiTM The university has expanded

nationwide with 15 branch campuses, three satellite campuses, 9 city campuses, 21 affiliated colleges and a smart campus for the future.Up to date, there are approximately 120,000 students in UiTM all over Malaysia and in Main Campus itself has about 45, 000 students and 15,000 staffs. (Nor Hazani and Abdullah, 2008).

In the university, there are a lot of facilities provided to its staffs and customers.Cafeterias,internetservices, computer labs, sports facilities are the example of the facilities provided by UiTM.

Bus services and library services are also included as one of the services provided by the UiTM for its customers as a mean of transportation and as a mean to impart knowledge to its customers.

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Literature Review

4. Customers’ and their Customers’ and their

satisfactionsatisfaction Satisfaction can be defined as an experience of

fulfillment of an expected outcome (Ramzi, Bechara, Kamal, 2008).

Satisfaction or dissatisfaction with a program or facilities is influenced by prior expectations regarding the level of quality (Ekinci, 2004).

If what is relayed or communicated to the customer does not match the expectation, a negative perception of quality and satisfaction is generated (Solomon, 1996).

While according to Hishamuddin (2008), there is a problem faced by the researchers of creating a standard definition for student satisfaction theory to be selected and modified so that it can explain the meaning of student satisfaction

3. Library Services UiTM Main Campus. There are 16 libraries in total and 4 of

them are in the main campus Shah Alam (Universiti Teknologi MARA, 2010)

Library provides a place for students to find information and to gain knowledge.

About 70,000 books and 120,000 journals which include student’s dissertation and thesis in the library.

There are other services provided by the library such as online journal, catalogues searching, computer facilities, etc to their customers.

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Literature Review6. Service Quality and Service Quality and

Students’ SatisfactionStudents’ Satisfaction The word ‘quality’ does not have the popular

meaning of the ‘best’ in any abstract sense. To reach quality, there are some guidelines

recommended by ISO 9001:2000. One of the guidelines is focusing on the customer.

The bus companies are highly dependent on their customers; therefore, it is in their best interest to fulfill and even exceed customer’s expectations and needs.

To determine the student’s satisfaction for bus services, 6 types of measurement has been identify which includes convenience, comfort, travel time, bus performance, security/safety and customer information.

To determine the student’s satisfaction for library services, 5 types of measurement has been identify which includes customer service, facilities,resources, catalogue searching and electronic resources.

In order to have a good bus and library services, there are a few management style that can be adopted to satisfy the customer satisfaction.

One of the models of the customer satisfaction are Kano model of customer satisfaction.

5. Students as customer The metaphor of students as

consumer or customer has become more than common in the public discourse of higher education in North America and Europe (Fisher, 1993).

Bribgham (1993) asked a question. “If we can reconfigure the firm as customer or consumer-oriented, why can’t we do the same for the college and universities?”

Students have been categorized as the primary beneficiaries of education and hence should be treated as customer.

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Literature Review

7. Kano model of customer satisfaction

8. The Juran Philosophy and quality trilogy•According to Juran, management for quality is done by using 3 managerial processes that are quality planning, quality control, and quality improvement. •Juran uses the Quality Planning Road Map to plan. •The quality planning road map will:

1. Identify who the customers are2. Determine the needs of those customers3. Translate those needs into the organization’s language4 Develop product features that can optimally respond to those needs5. Develop a process that is optimally able to produce the product features6. Transfer the process to the operating forces

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Literature Review

7. The Conceptual Framework

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Methodology

2. Research Instrument Research Instrument--The questionnaires are the main research --The questionnaires are the main research

instrument for this studyinstrument for this study

--The questionnaire are adapt and adopted based --The questionnaire are adapt and adopted based

on the constructs and items of a similar on the constructs and items of a similar

research done by The Howell Research Group research done by The Howell Research Group

from RTD Market Research Department (2008) from RTD Market Research Department (2008)

for the bus services questionnaires and library for the bus services questionnaires and library

services questionnaires are adopted and services questionnaires are adopted and

adapted from the Southern Cross University adapted from the Southern Cross University

-- About 70 questions will be posed to the -- About 70 questions will be posed to the

respondents.respondents.--The questionnaires are structured using a Likert -The questionnaires are structured using a Likert

Scare measurement which consist of 6 level of Scare measurement which consist of 6 level of

measurement starting from Very Poor, Poor, measurement starting from Very Poor, Poor,

Fair, Good, Excellent and Don’t Know.Fair, Good, Excellent and Don’t Know.

--Reliability test need to be done to ensure the --Reliability test need to be done to ensure the

reliability of the questionnaires construct.reliability of the questionnaires construct.

Cronbach Coefficient Alpha Test will be used to Cronbach Coefficient Alpha Test will be used to

determine the reliability of the questionnaires.determine the reliability of the questionnaires.

2. Research Instrument Research Instrument--The questionnaires are the main research --The questionnaires are the main research

instrument for this studyinstrument for this study

--The questionnaire are adapt and adopted based --The questionnaire are adapt and adopted based

on the constructs and items of a similar on the constructs and items of a similar

research done by The Howell Research Group research done by The Howell Research Group

from RTD Market Research Department (2008) from RTD Market Research Department (2008)

for the bus services questionnaires and library for the bus services questionnaires and library

services questionnaires are adopted and services questionnaires are adopted and

adapted from the Southern Cross University adapted from the Southern Cross University

-- About 70 questions will be posed to the -- About 70 questions will be posed to the

respondents.respondents.--The questionnaires are structured using a Likert -The questionnaires are structured using a Likert

Scare measurement which consist of 6 level of Scare measurement which consist of 6 level of

measurement starting from Very Poor, Poor, measurement starting from Very Poor, Poor,

Fair, Good, Excellent and Don’t Know.Fair, Good, Excellent and Don’t Know.

--Reliability test need to be done to ensure the --Reliability test need to be done to ensure the

reliability of the questionnaires construct.reliability of the questionnaires construct.

Cronbach Coefficient Alpha Test will be used to Cronbach Coefficient Alpha Test will be used to

determine the reliability of the questionnaires.determine the reliability of the questionnaires.

1. Research Design Research Design For the purpose of this study,

questionnaire will be distributed to students who use the bus and library services to identify the students’ satisfaction with bus and library services provided by the UiTM and to examine the student’s opinion towards the bus and library services performance provided by UiTM.

The data was collected through questionnaires, which was the primary instrument for this study.

1. Research Design Research Design For the purpose of this study,

questionnaire will be distributed to students who use the bus and library services to identify the students’ satisfaction with bus and library services provided by the UiTM and to examine the student’s opinion towards the bus and library services performance provided by UiTM.

The data was collected through questionnaires, which was the primary instrument for this study.

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Methodology

4. Data Analysis and ProceduresData Analysis and Procedures----The information will be obtained from one typeThe information will be obtained from one type

of instruments which are questionnaire. --These of instruments which are questionnaire. --These

data will be gathered, analyzed, and interpreted data will be gathered, analyzed, and interpreted

to meet the research questions of the study.to meet the research questions of the study.

-- All the data will then be interpreted and -- All the data will then be interpreted and

presented descriptively in the findings of the presented descriptively in the findings of the

studystudy

.--The study required quantitative analyses of the .--The study required quantitative analyses of the

datadata--Frequencies, descriptive analysis and -Frequencies, descriptive analysis and

comparison of means were performed using comparison of means were performed using

SPSS 17.0 to analyze the quantitative dataSPSS 17.0 to analyze the quantitative data-----Selected answers will be quoted to further Selected answers will be quoted to further

justify and strengthen the basis of the findings. justify and strengthen the basis of the findings.

4. Data Analysis and ProceduresData Analysis and Procedures----The information will be obtained from one typeThe information will be obtained from one type

of instruments which are questionnaire. --These of instruments which are questionnaire. --These

data will be gathered, analyzed, and interpreted data will be gathered, analyzed, and interpreted

to meet the research questions of the study.to meet the research questions of the study.

-- All the data will then be interpreted and -- All the data will then be interpreted and

presented descriptively in the findings of the presented descriptively in the findings of the

studystudy

.--The study required quantitative analyses of the .--The study required quantitative analyses of the

datadata--Frequencies, descriptive analysis and -Frequencies, descriptive analysis and

comparison of means were performed using comparison of means were performed using

SPSS 17.0 to analyze the quantitative dataSPSS 17.0 to analyze the quantitative data-----Selected answers will be quoted to further Selected answers will be quoted to further

justify and strengthen the basis of the findings. justify and strengthen the basis of the findings.

3. Data CollectionData Collection A set of questionnaire will be given by

hand to each respondent The respondents will take about 30

minutes to complete the questionnaire The respondents need to respond to

all the questions in the questionnaire. The researcher will be present to

ensure the respondents return the questionnaire

The questionnaires sessions will be carried out privately and individually so as to encourage the respondents to express their thought of the subject matter openly and honestly, and at the same time to ensure confidentiality of their responses.

3. Data CollectionData Collection A set of questionnaire will be given by

hand to each respondent The respondents will take about 30

minutes to complete the questionnaire The respondents need to respond to

all the questions in the questionnaire. The researcher will be present to

ensure the respondents return the questionnaire

The questionnaires sessions will be carried out privately and individually so as to encourage the respondents to express their thought of the subject matter openly and honestly, and at the same time to ensure confidentiality of their responses.

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Thank You