Internship Report 2021 (Nur Syaffiqah Yusri) PDF

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INTERNSHIPREPORT2021AMANAH RAYA BERHAD, PULAU PINANGStudent’s Name: Nur Syaffiqah Binti YusriStudent’s Id: 2018265064Company’s Supervisor: Encik Mohd Redzuan Bin SaadFaculty’s Advisor: Puan Intan Nazrenee Binti AhmadMGT666/KBA2426BTHE DETERMINANT OF SERVICE QUALITY ON CUSTOMER SATISFACTIONDECLARATIO...

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2021 Internship Report

INTERNSHIP REPORT 2021

AMANAH RAYA BERHAD, PULAU PINANG

THE DETERMINANT OF SERVICE QUALITY ON CUSTOMER SATISFACTION Student’s Name: Nur Syaffiqah Binti Yusri Student’s Id: 2018265064

Company’s Supervisor: Encik Mohd Redzuan Bin Saad Faculty’s Advisor: Puan Intan Nazrenee Binti Ahmad MGT666/KBA2426B

AMANAH RAYA BERHAD

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2021 Internship Report

DECLARATION OF ORIGINAL WORK BACHELOR OF BUSINESS ADMINISTRATION (HONs) FINANCE FACULTY OF BUSINESS AND MANAGEMENT UNIVERSITI TEKNOLOGI MARA “DECLARATION OF ORIGINAL WORK”. I, Nur Syaffiqah Binti Yusri , 970509-07-5388 hereby, declared that: • This internship report has not previously been accepted in substance for any degree, locally or overseas and is not being concurrently submitted for this degree or any other degrees. • This internship report is the result of my independent work and investigation, except where otherwise is stated. • All verbatim extracts have been distinguished by quotation marks and sources of my information have been specifically acknowledged.

Signature: ____

__

AMANAH RAYA BERHAD

Date: 21 January 2021

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Alhamdulillah, thanks to Allah S.W.T with his blessing and approval, this report has been successfully complete with assistance of several authorities. I would like to take this opportunity to thanks those who have involved directly or indirectly help me to complete this report. Firstly, I would like to thankful to my respected advisors, Madam Intan Nazrenee Ahmad, Miss Fauziah Muhammad Yunus and Madam Irlisuhayu Mohd Ramli for their support and guidance in completing this internship report. I really appreciate all the valuable time, guidance and advice from all of them. Therefore, I would like to express my deepest thanks and gratitude to my Amanah Raya Berhad

supervisor, Sir Mohd Redzuan Saad for providing me related information and help me during this internship program. Lastly, I would like to thanks to all my fellow classmate, staff at Amanah Raya

Berhad and my beloved family for their positive advices and fully support to complete this report from the beginning till end.

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Table of Figures

Table of Tables

Figure 1: Accreditation of Quality System

2

Figure 2: Accreditation of The Worlds Best Brands

2

Figure 3: Type of ARB Subsidiaries

3

Figure 4: Location of ARB PP

4

Figure 5:Organizational Chart of ARB PP

5

Figure 6 : Gender

17

Figure 7 : Age

17

Figure 8 : Education Background

17

Figure 9 : Occupation

17

Figure 10 : Experience with Financial Institution

17

Figure 11 : Frequency of Reliability

18

Figure 12 : Frequency of Responsiveness

21

Figure 13 : Frequency of Employee Commitment

24

Figure 14 :Frequency of Access to Service

27

Figure 15 :Frequency of Customer Satisfaction

30

AMANAH RAYA BERHAD

Table 1 : Percentage of Reliability

19

Table 2 : Percentage of Responsiveness

22

Table 3 : Percentage of Employee Commitment

25

Table 4 : Percentage of Access to Service

28

Table 5 : Percentage of Customer Satisfaction

31

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1.0

Company Profile

1-5

2.0

Issues Identification

6-8

3.0

Research Objective and Research Question

4.0

Scope of the Study

5.0

Relevant Literature Review

6.0

Research Methodology

16

7.0

Findings and Analysis

17-32

8.0

Discussions

33-35

9.0

Recommendation

36-37

10.0

Conclusion

38

11.0

Significance

39

12.0

Self-Reflection

40

13.0

References

41

14.0

Appendices

42-45

AMANAH RAYA BERHAD

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The Malaysia premier trustee company in financial sector which Amanah Raya Berhad (ARB) was half owned by the Government of Malaysia. ARB was established on 1921 as Department of Public

Trustee and Official Administrator of Estate. The company was corporatized on 1995. As the Legacy Management industry for more than 90 years’ experiences, ARB able to maintained in the industry of

finance as the market leader because ARB have ability to offer specialized products such Will, Trust and Estate services to all Malaysian. Currently, there are 21 branches nationwide. The product of

ARB offered was to serve the needs of society which to solve their complicated situation on managing estate of the deceased and to help them planning their wealth for the best possible outcomes for their

family members or someone important to their life. Amanah Raya Pulau Pinang is one of the ARB’s branches in Island Penang area which located at No 27 & 28 Persiaran Karpal Singh 2, 11600

Jelutong, Pulau Pinang. ARB was the corporate company that responsible to issue of Letter of Administration for estate.

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VISION: To be the trusted provider of Legacy Management solutions to all Malaysians by providing reliable, excellent and professional services whilst being a socially responsible corporate citizen.

Figure 1: Accreditation of Quality System

MISSION:   

 Figure 2: Accreditation of The Worlds Best Brands

AMANAH RAYA BERHAD



To ensure operational competency and profitability are on par with other industry players. To provide all our customers with the highest standards of professionalism with their best interests in mind. To strive to foster a culture of excellence and an environment that inspires high performance and a value driven workforce. To offer innovative and well informed solutions that meets our clients’ needs.

The ability committed to strengthen our strategic capabilities and image to ensure we maintain our market leader position.

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Amanah Raya Berhad Subsidiaries:

Figure 3: Type of ARB Subsidiaries

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LOCATION OF AMANAH RAYA BERHAD

Figure 4: Location of ARB Pulau Pinang

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ORGANIZATIONAL STRUCTURE Head of Branch (Datin Hajjah Shafinaz)

Assistant Manager (Mohd Redzuan)

Account (Masturah)

Administration (Noorshuhada)

Marketing (Mohd Nizam

Record Officer (Haidar Ishak)

Customer Service (Lee Chiew Yi)

Will Administration (Nekmah Jaafar)

Estate Administration (Baizura Hassan)

Trust Administration (Zuzana Zakaria)

Figure 5:Organizational Chart of ARB Pulau Pinang

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In today business growth, customer satisfaction on service quality are very crucial to create a substantial growth of service sector for all business operation and to remain relevant and competitive

in the industry (Angelova & Zekiri, 2011). In addition, the most effective way to conduct the successful businesses are by achieving customer satisfaction. In this case, customer satisfaction on services

quality over the counter or face to face could affect the business performance. On September 2020 until December 2020, issued was found in ARB Pulau Pinang on customer feedback form of

satisfaction which is customer feel dissatisfied and strongly dissatisfied was 50% and 8% as compared to customer feel satisfied and neutral which 22% and 20%. This indicates that customer service at ARB

Pulau Pinang is not good. This issue can be supported on other feedback which is customer would not recommend the service offer to their friend is higher which 55% as compared to would recommend only

45% (Customer feedback form ARB, 2020).

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7 In Amanah Raya Berhad (ARB), the products offer to customers is over the counter and at

the same time, the quality of services has involved to meet customer satisfaction. Empirical studies claim that customer satisfaction is the sense or behaviour of customer toward product or services after

using it (Asheq, 2020; Pooya, 2020). This claim able to meet the evident found in customers at ARB which customers that has zero knowledge and understanding about estate claims, would come several

times to ARB until they fully understand. In this case, employees unable to give good explanation so that the customers feel dissatisfied on the service (Customer feedback form ARB, 2020). Moreover,

services quality includes responsiveness, employee commitment, reliability and access to services is the variable to measure customer satisfaction in financial sector (Asheq, 2020). Next, responsiveness is

the readiness of service officer to help customer in a pleasant and effective way (Saha & Zhao, 2005). When customer ask the question, the services officer should respond as quickly as possible to meet

customer satisfaction. However, by having inefficiency employee in ARB, they could not deliver the answers immediately but need time to ask other employees that affect customers time to waiting an

answer (Customer feedback form ARB, 2020). Therefore, skilled employees are a good example of responsiveness in company’s services industry (Asheq, 2020).

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In addition, employee commitment is the main important variable to maintain service quality in the company growth for the long-term (Asheq, 2020). However, evident found in ARB that customer feel

less satisfied when employees show uninterested to serve or help them. It leads to unprofessional skilled to handle or interact with customer situation (Customer feedback form ARB, 2020). Furthermore, customer feel

dissatisfied with the service quality when they perceive the services is not reliable (Asheq, 2020). In this case, ARB officer should deliver the perfect service quality that accurately and correctly. Beside, customer

always complain about the access to services such longer waiting time to meet the officer at the counter during Pandemic of Covid-19 because the new norm which to follow the Standard Operating Procedure

(SOP) of Covid-19 and the operating hour of the business keep changing during pandemic. This supported by empirical study that customer feel dissatisfied when access to services is inconveniences (Asheq, 2020).

Thus, customers satisfaction is very important for company as it serves as a connection between company and customers buying behaviour (Gupta & Dev, 2012). This is because when customers

are satisfied with a specific service, they are more likely recommend the products and service to their family member and friends. This study aims to investigate how many customers who’s satisfied and dissatisfied

with the service quality at ARB Pulau Pinang.

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2021 Internship Report

To investigate the determinant of services quality on customer satisfaction at ARB Pulau Pinang.

OBJECTIVE

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What are the determinant of services quality on customer satisfaction at ARB Pulau Pinang?

QUESTION

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The

scope

investigate

services

of the

quality

this

study

is

determinant

on

to of

customer

satisfaction at ARB Pulau Pinang. The

period of study is about six (6) months during the internship placement at

ARB

Pulau

Pinang.

Next,

the

quantitative research method is uses

to conduct this research study. The questionnaires

using

random

sampling method are distributed to customers at ARB Pulau Pinang.

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Reliability Reliability known as accuracy and timeliness in the service provide and it is the one of the variable of service quality that significantly affect customer satisfaction (Saha & Zhao, 2005). Beside, reliability

considered as the ability of company to provide the expected or promised services which complemented by the accuracy of the service (Asheq, 2020). This supported by previous study which

the perfect service delivers to customers could fully satisfied customer level (Özkan et al., 2019). However, customers may not be contended with the service quality in case they perceive the service

is not reliable (Asheq, 2020). By providing accurate information and statement of financial may guaranteed the quality of service. Some study found that reliability has positive relationship between

customer satisfaction (Asheq, 2020). Thus, reliability of service quality could affect customer satisfaction of the company.

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Responsiveness Responsiveness is the corporate company's willingness and capacity to support clients and provide prompt customer service (Asheq, 2020). The empirical study stated that responsiveness is the significant factor in prediction customer satisfaction level in the companies (Pooya, 2020). This supported by other study that the quick and informative respond by the company may result the positive significant between responsiveness and customer satisfaction (Asheq, 2020). In addition, the service officer is responsible to provide good services to customer in order to maintain service quality on customer satisfaction. The key employee’s actions that obtain customer to feel satisfaction and dissatisfaction was include employee’s willingness to respond to a problem, employee’s responsiveness to customer needs and unsolicited employees action in serve the customers (Angelova & Zekiri, 2011). However, other study found that responsiveness is very important variable in fulfilling customer satisfaction and the lack of major source of dissatisfaction (Angelova & Zekiri, 2011). This indicates that responsiveness could affect customer satisfaction of the company.

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Employee Commitment Employee are the key important variable in providing quality services to the customers and at the same time would help company achieve a good image and stay competitive in the industry. In addition, employee commitment significantly contributes to the competitive advantage of customer satisfaction for company (Asheq, 2020). In order to achieving the long-term business growth and stay relevant in the industry, the company must include employee commitment as a major variable in operating the business by provide high quality service that meet customer level of satisfaction (Gupta & Dev, 2012). Beside, affective customer experience is expected to evolve from the perspective of employee during the service interaction, which determines the degree of customer satisfaction (Asheq, 2020). However, lack of employee commitment in serve the customer could impact customer level of dissatisfaction (Padma et al., 2010). Thus, employee commitment could affect customer satisfaction of the company.

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Access to Service Access to services considered as a services that smoothly accessible and can be reached out to the customers quickly which include less waiting time, very convenient operating hour, and service facility

located at a strategic place (Asheq, 2020). The empirical study stated that access to services has significant related to customer satisfaction level (Padma et al., 2010). This supported by other study

which customer are more interested and fascinated with financial institution that offer and provide easy and accessible services (Asheq, 2020). In addition, some study reveal that a convenient

business access hour and locations have a strong influence on attracting new customers and retaining existing ones. This indicates that access to services has positive related to customer

satisfaction (Asheq, 2020). Thus, the service quality of access to services could affect customer satisfaction of the company.

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Customer Satisfaction Customer satisfaction is an individual feeling of satisfaction or dissatisfaction after experiences the

actual services or product and comparing with past experiences of its performance. According to past study, satisfaction can be described as an affective consumer situation that arises from a global

evaluation of all the elements that make up the service provider's customer relations instead of a transaction-specific concept (Thakur, 2014). Other researcher stated that when customers are

pleased with the perceived service, the behaviour of the customer towards the company would be increased, resulting in customer satisfaction with the company (Fauzi & Suryani, 2019). In addition,

when the perception of customer toward the performance of product and services exceed the expectation, it indicates in positive relationship (Asheq, 2020). However, when the perception of

customer is under perform, the result may create discontinuity of the relationship and negative recommendation to others (Asheq, 2020). Services quality could affect the customer satisfaction of

the company.

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Primary Data Collection In this study, survey has been conducted to collect the data from customers of ARB Pulau Pinang. The questionnaire was distributed from 4th January 202...