Reflection 2

Malaysia has always aspired to become a high-income nation. In order to fulfil this objective, the service sector has been identified as an important component and one of the main pillars of Malaysia's economic growth. Thus, the service provider is given an increasing role to deliver exceptional customer service which is expected to give a business an edge over its competitors. Service quality is a feature of the literature in marketing and operations management, however, it has started to gain great interest in higher education institutions recently. The service quality measurement places an emphasis on student's satisfaction, because student's satisfaction are indicators and measures of future success in the education environment and of organizational sustainability. In this context, the Vice-Chancellor of ABC University wants you to undertake a study by applying a model named, service quality (SERVQUAL) model, Parasuraman (1988).

QUESTION 1: Write a problem statement to the above situation. Support with TWO (2) issues or problems. (6 Marks)

QUESTION 2: Formulate TWO (2) research objectives. (4 Marks)

QUESTION 3: Construct FIVE (5) research questions. (10 Marks)