MEASURING CUSTOMER SATISFACTION IN RESIDENTIAL COLLEGES, UNIVERSITY OF MELAKA

Abstract

Hostel are provided for students, i.e., customers have a place to relax and socialise with people who are close to them. The construction of hostels is very important in ensuring the comfort of customer facilities. Customer comfort is very important because when customers are comfortable, it will have an impact on UNIMEL's ability to attract new customers as well as provide customer satisfaction in the institution. Customer satisfaction plays a very important role in business because when a product or service can meet the needs and wants of the customer, the customer will repeat the purchase of the product. The data obtained were analysed using Statistical Package for Social Science (SPSS) Version 22 software. There are three independent variables studied by the researcher, namely the tangible dimension and reliability dimension. The researcher found that the results of the study showed only the tangible dimension has significant value and affects customer satisfaction in the residential college, while the reliability dimension does not affect customer satisfaction in the UNIMEL residential college. The tangible dimension is the one that most influences customer satisfaction with UNIMEL Residential College. The tangible dimension is the one that most influences customer satisfaction at UNIMEL Residential College, with a beta value of 0.345. Therefore, the researcher has submitted suggestions that can help UNIMEL improve the shortcomings found in the new residential college at UNIMEL. Therefore, the researcher has submitted suggestions that can help UNIMEL improve the shortcomings found in the new residential college at UNIMEL.

Keywords: Customer Satisfaction, Residential College, Customer