The Importance Of Customer Satisfaction And Customer Complaint Towards A Better Quality Service Using Six Sigma: An Academic Perspective

Tujuan utama penyelidikan ini adalah untuk menguji tahap kepuasan pengguna perpustakaan MMU (Melaka) dan mengenal pasti tahap keefektifan pengurusan aduan yang diamalkan selama ini. Sejumlah 253 sampel berjaya dikumpul daripada 300 borang soal selidik yang diedarkan. Penggunaan borang soal selidik yang berteraskan kepada model SERVQUAL di mana lima dimensi penentuan kualiti perkhidmatan digunakan (tangibles, reliability, responsiveness, assurance dan empathy). Melalui jurang perbezaan antara kepuasan dan jangkaan pelanggan, penyelidik berjaya mengenal pasti tahap kepuasan sebenar pengguna MMU. Soalan tertutup dipilih untuk kedua – dua bahagian, iaitu kepuasan pelanggan dan pengurusan aduan pelanggan. Responden diminta menyatakan tahap kepuasan mereka berdasarkan kepada pengalaman mereka bersama perpustakaan MMU. Kajian ini mendapati bahawa dimensi responsiveness dan empathy mencatat nilai kepuasan terendah di antara pengguna pepustakaan. Langkah penyelesaian dan cadangan telah dikemukakan untuk memperbaiki tahap kualiti perkhidmatan di perpustakaan MMU (Melaka). Six sigma merupakan salah satu alat pengukuran yang digunakan oleh organisasi dalam menghasilkan seunit output atau produk yang mencapai kecacatan sifar. Dalam statistik, sigma (σ) melambangkan variasi yang wujud dalam data. Ia menunjukkan jurang perbezaan antara data dalam distribusi statistik bagi nilai min (purata). Selain itu, six sigma juga mewakili nilai best in class di mana kecacatan yang dicatatkan hanya 3.4 kecacatan dalam jutaan pengeluaran. Kata kunci: Kualiti perkhidmatan; kepuasan pelanggan; SERVQUAL; pengurusan aduan; six sigma The purpose of this study is to evaluate the service quality that Multimedia University library (MMU) Malacca provides to its customers, by measuring the customers’ level of satisfaction and judgment on the importance and effectiveness of customer complaints management system implemented by MMU library. A total of 253 samples were gathered from 300 questionnaires distributed among regular users of MMU library. A questionnaire was designed and used as the data gathering instrument based on the SERVQUAL model which consists of five dimensions (tangibles, reliability, responsiveness, assurance and empathy). The modification of SERVQUAL questionnaires examines the gap between perceived value and expectations of customers’ towards the services provided. The concept of “gap analysis” was applied to indicate actual satisfaction level of customers towards the selected dimensions in the SERVQUAL model. Closed ended questions were selected for both areas, satisfaction and complaint management. Based on a five point Likert scale, respondents are required to rate their satisfaction level according to their experienced with MMU Library. The study found that the dimensions of responsiveness and empathy were at the lowest satisfaction level among MMU students. Recommendations and suggestions are presented in this study to improve the service quality of MMU (Malacca) Library by using the six sigma model. Six sigma is a way to measure the probability that companies can manufacture or produce any given unit of a product (or service) with zero defects. In statistics, sigma (σ) denotes the standard deviation of a set of data. It provides a measure of variability which indicates how all values in a statistical distribution vary from the mean (average) value. Six sigma is the rating that signifies “best in class,” with only 3.4 defects per million units or operations. Key words: Quality service; customer satisfaction; SERVQUAL; complaint management; six sigma