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Customer Satisfaction Survey Among IIUM Students: Hostel Service

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This is our group assignment 1 for Business Communication (MGT 3010) class. We were required to conduct a survey on the customer satisfaction for any services provided inside IIUM.

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Customer Satisfaction Survey Among IIUM Students: Hostel Service

  1. 1. KULIYYAH OF ECONOMICS AND MANAGEMENT SCIENCES BUSINESS COMMUNICATION (MGT 3010) GROUP ASSIGNMENT 1 CUSTOMER SATISFACTION SURVEY AMONG IIUM STUDENTS: HOSTEL SERVICE NAME MATRIC NO. AFIFAH NABILAH BT MOHAMAD SAFEI 1321976 BAI JING 1126260 LAN ZHENG YAN 1228762 MARIAM AHAMADA 1030856 Lecturer’s Name : Dr. Noor Hazilah Abd Manaf Section : 3 Session : Semester 1, 2015/2016 Submission date : 11 December 2015
  2. 2. ~ 2 ~ TABLE OF CONTENTS INTRODUCTION..................................................................................................................3 LITERATURE REVIEW .......................................................................................................4 RESEARCH METHODOLOGY............................................................................................5 Development of Questionnaire............................................................................................5 Data Collection...................................................................................................................6 ANALYSIS............................................................................................................................7 Hightlights..........................................................................................................................7 Detailed Results..................................................................................................................7 1) Overall Satisfaction with the Management Services..................................................7 2) Overall Satisfaction with the Cafeteria Services........................................................8 3) Overall Satisfaction with the Room Facilities and Services.....................................10 4) Overall Satisfaction According to Mahallah (Hostel) ..............................................11 5) Complaints and feedback........................................................................................12 DISCUSSION AND CONCLUSION ...................................................................................14 REFERENCES.....................................................................................................................15 APPENDIX..........................................................................................................................16
  3. 3. ~ 3 ~ INTRODUCTION A customer satisfaction survey was conducted among the IIUM students, focusing on the satisfaction of the IIUM hostel services. This customer satisfaction survey was conducted for the purpose of evaluating the level of satisfaction among the IIUM hostels’ residents. Since the survey was conducted to research the level of satisfaction on IIUM hostels as a whole, the survey was then presented into five main categories which will be discussed further in the latter sub-topic. The categories are as follow: 1. Overall satisfaction with the management services 2. Overall satisfaction with the cafeteria services 3. Overall satisfaction with the room facilities and services 4. Overall satisfaction according to mahallah (hostels) 5. Complaints and feedback Since IIUM students are compulsory to stay inside the campus unless they have the permission to stay outside the campus, it is easier to conduct the survey due to a huge amount of potential respondents. The survey was made online and successfully conducted on 28th November 2015 and ended on 30th November 2015. Further discussion on the literature review, research methodology and the analysis of the results will be presented under the latter sub-topics in this report.
  4. 4. ~ 4 ~ LITERATURE REVIEW Customer satisfaction is one of the popular topics among the business and marketing practitioner and academic researcher. It has been like that since the Cardozo's (1965) initial study of customer effort, expectations and satisfaction. Customer satisfaction is typically defined as a post consumption evaluative judgement concerning a specific product or service (Gundersen, Heide and Olsson, 1996). It is the result of an evaluative process that contrasts prepurchase expectations with perceptions of performance during and after the consumption experience (Oliver, 1980). The expectancy disconfirmation theory (McQuitty, Finn and Wiley, 2000) is the most widely accepted conceptualization of the customer satisfaction concept. Oliver, who developed the theory, proposed that satisfaction level is the result of the difference between expected and perceived performance. Satisfaction (positive disconfirmation) occures when product or service is better than expected. In contrast, dissatisfaction (negative disconfirmation) is a performance that is worse than the expected results. Studies show that customer satisfaction may have direct and indirect impact on business results. Luo and Homburg (2007) concluded that customer satisfaction positively affects business profitability.
  5. 5. ~ 5 ~ RESEARCH METHODOLOGY At the beginning stage of making the research, we planned to conduct a one-on-one interviews among the IIUM students. However, due to the time constraint, we then decided to conduct the survey by passing the questionnaire to the students. Even though we decided to do so, after further discussion among the group members, we then changed the plan to conduct a survey throughout an online form so that we can get more crowd response within seconds. Since the survey is to evaluate the level of customer satisfaction on the IIUM hostel, the survey was conducted inside IIUM with more than 7,000 potential respondents from 28th November 2015 until 30th November 2015. The only specific respondent requirement is he or she should be an IIUM student who is currently staying or accomodating inside the IIUM hostel (mahallah). There is no restrictions such as the survey is only for specific gender or specific level of studies. It is open to all of the IIUM students as long as they are staying inside the campus. Development of Questionnaire The questionnaire (called as survey form) were developed based on the sample of customer satisfaction survey that was found on the net. It was also referenced to the valuable notes from specialists that were found on the net. Basically, the survey form is divided into 5 main categories which are as follows: 1. Basic Information: In this section, we asked about the demographic details of the respondents so that we can categorized them according to their demographic distribution. 2. Management satisfaction: In this management section, we asked the respondents about their satisfaction towards the hostel management services. 3. Cafetaria satisfaction: This section is specially to evaluate the satisfaction of the residents regarding the services provided at the cafetaria in the respective hostels (mahallah) 4. Room satisfaction: This is the most important section where we asked the respondents their level of satisfaction towards the room provided.
  6. 6. ~ 6 ~ 5. Overall satisfaction and feedback: Lastly, we asked the respondents about their overall level of satisfaction and getting feedback and recommendation. This is to know whether they will continue using the service and recommend it to the other potential customers or not. It is also to know what should be improved from the feedback given by the respondents. Data Collection After developing the questionnaire, a survey form was then created online using the google forms. The url of the survey form was then distributed among the IIUM students through Whatsapp and Facebook. Within two days of operation, we managed to get a total of 101 respondents. The data was then categorized according to the respondents demographic distribution as follows: Mahallah (Hostel) Male Female Total Local International Mahallah Maryam - - - - - Mahallah Ruqayyah - 6 6 3 3 Mahallah Halimah - 9 9 7 2 Mahallah Asiah - 12 12 10 2 Mahallah Aminah - 3 3 3 - Mahallah Asma - 4 4 4 - Mahallah Hafsah - 12 12 12 - Mahallah Sumayyah - 11 11 10 1 Mahallah Salahuddin - 4 4 4 - Mahallah Nusaibah - 7 7 6 1 Mahallah Safiyyah - 10 10 9 1 Mahallah Zubair 3 - 3 2 1 Mahallah Uthman 5 - 5 4 1 Mahallah Siddiq 4 - 4 1 3 Mahallah Ali 1 - 1 1 - Mahallah Faruq - - - - - Mahallah Bilal 10 - 10 9 1 Total 23 78 101 85 16
  7. 7. ~ 7 ~ ANALYSIS Hightlights 1. Out of 101 respondents, 85 are from the local students and 16 are from the international students. 2. Out of 101 respondents, 23 are from the male students and 78 are from the female students. 3. Respondents are all staying inside the campus at 15 out of 17 types of Mahallah (hostels). Only Mahallah Maryam and Mahallah Faruq do not have any respondents. 4. Around 95% of the respondents said that they will continue and recommend their friends to stay at IIUM hostels. Detailed Results The detailed results are presented below according to the sections. 1) Overall Satisfaction with the Management Services The overall management services satisfaction is evaluated based on the six main elements as shown in Figure 1. The purpose of asking these elements are to evaluate the level of satisfaction that customers gain from the current performance of the management services. The data were collected and shown in Figure 1. 8 7 9 16 5 17 13 17 12 24 13 15 44 37 49 37 35 43 27 29 21 20 34 21 9 11 10 4 14 5 Service at the Mahallah Office's counter Mahallah's officer, fellows and principal Mahallah Representative Committee MaintenanceService Cleaning Service The value for the price paid Overall Satisfaction (Management Services) Poor Below Average Average Good Excellent Figure 1
  8. 8. ~ 8 ~ Based on the above data, we can see that most of the students are unsatisfied with the hostel fees as well as the maintenance services whereas they agree that the services that they get from the hostel’s management are not compatible with the amount that they paid every semester. However, most of the students satisfied with the cleanliness of the hostel’s compund and public areas since this element got the highest positive feedback. To conclude, 34% of the respondents give a positive rate to the management services at their respective Mahallahs (hostels) whereas 25% of them rate it as good and the other 9% rate as excellent. Most of the respondent rate the hostel management services as average (40%). However, some of them are also having the experience of getting poor (10%) and below average (16%) level of services from the hostel management. These are the things that the management needs to take serious and start taking actions to improve the services. This analysis is shown clearly in Figure 2. 2) Overall Satisfaction with the Cafeteria Services The purpose of evaluating the customer satisfaction for hostel cafeteria is to ensure that the students get the best food services from the hostels cafeteria. It is also to prevent any kind of unfairness and to ensure that the cafeteria provides the the best and affordable food to the students. Therefore, the respondents have been asked about four major elements to evaluate the level of customer satisfaction towards the cafeteria’s performance. The data were collected and shown in Figure 3 below. 10% 16% 40% 25% 9% 34% Overall Satisfaction (Management Services) Poor Below Average Average Good Excellent Figure 2
  9. 9. ~ 9 ~ Based on the above data, we can see that most of the students are unsatisfied with the price of the food whereas they agree that the amount of food and services that they get from the hostel’s cafeteria are not compatible with the price that they pay for the food. However, most of the students satisfied with the friendly and fast services at the cafeteria’s payment counter since this element got the highest positive feedback. To summarize, 25% of the respondents give a positive rate to the cafeteria services at their respective Mahallahs (hostels) whereas 19% of them rate it as good and the other 6% rate as excellent. Most of the respondent rate the hostel’s cafeteria services as average (38%). However, some of them are also having the experience of getting poor (15%) and below average (22%) level of services from the hostel’s cafeteria. These are the things that the cafeteria management needs to take serious and start taking actions to improve the services. This analysis is shown clearly in Figure 4. 16 19 13 13 23 29 14 24 36 36 48 34 21 13 19 23 5 4 7 7 Menu variety Value for the price paid Service at the payment counter Quality of food Overall Satisfaction (Cafeteria) Poor Below Average Average Good Excellent 15% 22% 38% 19% 6% 25% Overall Satisfaction (Cafeteria) Poor Below Average Average Good Excellent Figure 3 Figure 4
  10. 10. ~ 10 ~ 3) Overall Satisfaction with the Room Facilities and Services The room services satisfaction survey is the most important part to evaluate customers’ satisfaction as residents of IIUM hostels. Room fcilities and services are the crucial elements that determine the willingness of the customers to continue using or accomodating at the IIUM hostels instead of living outside the campus. In this section, we evaluate the customer satisfaction based on six major elements as shown in Figure 5 below. Based on the above data, we can see that most of the students are unsatisfied with the wifi services as well as the public facilities and amenities provided by the hostel’s management. However, most of the students satisfied with the condition of the rooms and furnitures since these elements got the highest positive feedback. In short, 35% of the respondents give a positive rate to the room facilities provided at their respective Mahallahs (hostels) whereas 28% of them rate it as good and the other 7% rate as excellent. Most of the respondent rate the hostel’s room as average (32%). However, some of them are also having the experience of getting poor (15%) and below average (18%) level of room facilities and services. These are the things that the hostel upper management needs to take serious and start taking actions to improve the room facilities and services. This analysis is shown clearly in Figure 6 below. 8 4 9 10 28 31 12 11 10 20 28 26 34 40 36 37 28 22 36 37 38 30 12 17 11 9 8 4 5 5 Condition of the rooms Condition of the furniture Cleanliness of the rooms Cleanliness of the toilets Publicfacilities and amenities Wifi service Overall Satisfaction (Room Facilities) Poor Below Average Average Good Excellent Figure 5
  11. 11. ~ 11 ~ 4) Overall Satisfaction According to Mahallah (Hostel) 15% 18% 32% 28% 7% 35% Overall Satisfaction (Room Facilities) Poor Below Average Average Good Excellent Figure 6 1 2 1 1 1 1 1 1 1 1 3 3 1 1 4 2 1 6 2 6 2 1 5 6 2 2 3 4 6 2 3 2 3 2 2 4 2 2 1 1 1 3 1 1 Mahallah Ruqayyah Mahallah Halimah Mahallah Asiah Mahallah Aminah Mahallah Asma Mahallah Hafsah Mahallah Sumayyah Mahallah Salahuddin Mahallah Nusaibah Mahallah Safiyyah Mahallah Zubair Mahallah Uthman Mahallah Siddiq Mahallah Ali Mahallah Bilal Overall Satisfaction (Mahallah) Poor Below Average Average Good Excellent Figure 7
  12. 12. ~ 12 ~ The above data shows the distribution of the overall satisfaction rated by the respondents according to their respective Mahallahs (hostels). The combined analysis of the data is shwon in Figure 8 below. To summarize the overall satisfaction according to Mahallah, 40% of the respondents give a positive rate to the overall facilities and services provided at their respective Mahallahs (hostels) in which 34% of them rate it as good and the other 6% rate as excellent. Most of the respondent rate the overall satisfaction as average (37%). However, some of them are also having the experience of getting poor (7%) and below average (16%) level of hostel facilities and services. These are the things that the hostel upper management needs to take serious and start taking actions to improve the room facilities and services. 5) Complaints and feedback Some of the respondents left their complaints and feedback at the comment section in the survey form. Based on the complaints and feedback made, we categorized them into seven categories which are security, overall cleanliness, cafeteria and kiosk, management services, room facilities, wifi service and public facilities and amenities. Figure 9 below shows the result of the complaints and feedback. 7% 16% 37% 34% 6% 40% Overall Satisfaction (Mahallah) Poor Below Average Average Good Excellent Figure 8
  13. 13. ~ 13 ~ From Figure 9 above, we can see that most of the respondents complaint about the public facilities and amenities such as the clothes-line area, pantry, laundry machine and water cooler. Some of them also pointed out regarding the security of the female hostels since recently, there was a strange male spotted in a female’s mahallah area at night along with the stray dogs’ case. Besides, the students also complaint about the wifi service which cannot be accessed and connected at Mahallah. 10 7 7 6 2 6 2 PublicFacilities and Amenities Wifi Room Facilities ManagementServices Cafeteria and Kiosk OverallCleanliness Security Complaints and Feedback Figure 9
  14. 14. ~ 14 ~ DISCUSSION AND CONCLUSION Based on the above analysis, we can see that around 77% of the 101 respondents are fairly satisfied with the hostel facilities and services provided by IIUM hostel management. While another 23% are quite unsatisfied with the IIUM hostel. Since these 101 respondents are representing the whole residents of IIUM hostels, the amount 23% of unsatisfied customers are quite big. This shows that more than one-fifth of the residents are unsatisfied with the current hostel facilities and services provided by the IIUM management. To be exact, IIUM hostel management failed to fulfill the customer needs and satisfactions. Hence, IIUM hostel management should starts taking the reasonable actions in regard to this matter. They should start open their ears to listen to the students’ complaints and suggestions. No matter how ridiculous the complaints and suggestions are, they should listen to them carefully and consider for any reasonable actions that can be taken to solve the complaints. Rather than spending more money on worthless things, they should spend the money to improve the hostel’s facilities and increase the security system. The students are the valuable customers to IIUM company. Without the students, there will be no income comes into the IIUM bank accounts. Because they are the valuable customer who generates the companys income. We agree that IIUM hostels are the best among the other hostels provided by other universities. However, due to the slow action and ignorance of the IIUM upper management, the reputation of the company is really bad among the IIUM students itself. Students lost their trust towards the IIUM management and start talking bad about the IIUM. Therefore, IIUM management really should start taking a real action to improve the customer satisfaction among the students rather than just twisting bluffs to shut up the students’ voice. In conclusion, the result from this survey really gives us big impact as we know all the unsatisfactions and complaints made by the students. Even though the complaint is as small as not enough clothes-line to hang clothes, as long as the IIUM hostel management can do something about it, they really should have done it. Because students pay for their accomodations. They deserve to get the facilities and services which compatible with price that they pay.
  15. 15. ~ 15 ~ REFERENCES A Literature Review and Critique on Customer Satisfaction. (n.d.). Retrieved December 3, 2015, from https://www.aist-riss.jp/old/lca/ci/activity/project/sc/report/030319_document/S2- 1-Mont.pdf Customer Satisfaction Survey Questions: 5 Sample Templates You Can Use Right Away. (n.d.). Retrieved November 28, 2015, from http://www.qualtrics.com/blog/customer- satisfaction-survey-questions/ Hostel Services Quality Assurance Review: Client Service Survey Final Report. (2013, January 1). Reading Presentation.
  16. 16. ~ 16 ~ APPENDIX

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