STUDENTS’ SATISFACTION ON THE QUALITY OF SERVICE UNIVERSITY PARCEL CENTRE (UPC): A FOCUS ON UUM

Abstract

The purpose of this paper is to measure the level of students’ satisfaction on University Parcel Centre (UPC) among University Utara Malaysia (UUM) students. The University Parcel Centre (UPC) play pivotal role in providing fundamental services to classify, arrange and store the students’ parcel which arrive from the third-party couriers. It also recognizes as a one stop parcel hub center, so that students can collect their respective parcel by themselves at UPC. This study has adopted SERVQUAL model as the research framework. The five dimensions of this model which are tangibility, assurance, reliability, responsiveness and empathy were used to determine its effect on students’ satisfaction on using the UPC services. This study adopted quantitative research design. A total of 370 respondents participated in the survey from which all of them were taken from around 20,000 UUM students living in campus. The Cronbach’s Alpha score was 0.813. The findings showed that all the factors tested (tangible, reliability, responsiveness and empathy) were significant with positive relationship. Only one factor (assurance) is not significant. Strategies and dynamic initiatives should be driven by these factors to improve UPC service quality.