A Study on Customers’ Satisfaction towards Services Provided by Agencies at Urban Transformation Centre (UTC) Melaka

Objective – Theoritical study was used to study the level of customers' satisfaction towards service provided by agency at UTC Melaka through the service quality model developed by Parasuraman which are tangibility, reliability, responsiveness, empathy and assurance. Methodology/Technique – A non-probability technique was used to study the level of customer satisfaction where questionnaires were distributed to 110 respondents at UTC Melaka. Respondents were determined using convenient sampling method and result was analysed by using SPSS version 20.0. Findings – All the studied factors indicated a significant relationship with customers' satisfaction. The value of r for tangibility was 0.450, reliability (0.558), responsiveness (0.457), assurance (0.313), and empathy (0.475). As a conclusion, customers are satisfied with the service provided by agency at UTC Melaka and reliability was the most factors that affect the customer satisfaction. Novelty – This research are to test Parasuraman service quality model in Malaysia government agency and look at the level of customers' satisfaction towards the service provided. Type of Paper: Empirical