Student satisfaction towards service quality of front office staff: a perspective of public higher education institution in Malaysia

Abstract

The main objective of this study is to assess student’s expectation and perception level towards service quality of the front office staff in five dimensions; tangibility, reliability, responsiveness, assurance, and empathy. Total of 90 respondents selected from three of higher education in Malaysia. The findings of this study showed the level of students’ expectation and perception is high in all dimensions. The finding showed that the SERVQUAL gap revealed negative gap that stated the front office staff unable to provide better service as expected by the students. Recommendations made below are important to enhance service quality of front office staff. All dimension should be enhance especially in tangibility dimension.