Kualiti perkhidmatan, kepuasan pelanggan dan kesetiaan terhadap firma audit

Mohd Abdullah Jusoh

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Type :	article
Subject :	L Education (General)
Main Author :	Mohd Abdullah Jusoh
Additional Authors :	Norazura Mohd Sulaiman
Title :	Kualiti perkhidmatan, kepuasan pelanggan dan kesetiaan terhadap firma audit

Place of Production :	Tanjong Malim
Publisher :	Fakulti Pengurusan dan Ekonomi
Year of Publication :	2020
Corporate Name :	Universiti Pendidikan Sultan Idris
PDF Guest :	Click to view PDF file

Abstract : Universiti Pendidikan Sultan Idris

Kajian ini dilaksanakan bertujuan menilai kualiti perkhidmatan yang ditawarkan oleh firma audit. Dimensi yang dinilai ialah hubungan kualiti perkhidmatan, kepuasan dan kesetiaan pelanggan terhadap perkhidmatan audit yang ditawarkan. Kajian ini menggunakan kaedah survey dan model SERVQUAL digunakan bagi mengukur tanggapan dan jangkaan kualiti perkhidmatan yang diterima. Penemuan mendapati dimensi kebolehpercayaan dianggap sebagai elemen yang paling penting. Dapatan kajian juga menunjukkan wujud jurang antara tiga dimensi kecuali dimensi bentuk fizikal dan jaminan. Ia menunjukkan pelanggan hanya berpuas hati dengan dimensi ini tapi tidak pada tiga dimensi lain. Dimensi kebolehpercayaan mempunyai pengaruh yang kuat dengan kepuasan pelanggan untuk menjadi pelanggan setia terhadap perkhidmatan yang ditawarkan. Kesimpulannya, hasil kajian dapat dijadikan panduan oleh firma audit untuk meningkatkan kualiti perkhidmatan pada masa akan datang.

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