CUSTOMERS’ SATISFACTION TOWARDS COUNTER SERVICE OF LOCAL AUTHORITY IN TERENGGANU, MALAYSIA

Abstract

The development of public administration not only contributes to the modernization of the public service but has also educated the public. Public expects the civil service to fulfill their needs in the best tune. Therefore, the quality of the services given by the public service, in all aspects, need to recognize the customers’ expectation. Realizing the important of improving the public service, this paper aimed to investigate the customer’s satisfaction towards service quality in the counter of the local authority. Even though the operation of each local authority followed the same operating procedures, but still the satisfaction rendered to the customers differ. With the intention of understanding and assisting the state government to improve their services, we decided to focus our study in the district of Kemaman, Dungun and Marang to represent other districts in the state of Terengganu. The main objective of this study is to measure the quality of services provided at the counter. The data were collected cross-sectionally using self-administered questionnaire. The dimensions concerning employees’ performance at the counter, layout plan and counter service quality were selected to be the predictor of the dependent variable which influences customer’s level of satisfaction. Our findings revealed that, there were significant relationships between the selected dimensions as to the main theme of our discussion.