A Study Students' Perception Toward the Quality of Services Provided by the Students' Residential Hall, Universiti Utara Malaysia

Quality is an ongoing process of building and sustaining relationships by assessing,anticipating and fulfilling stated and implies needs. Quality is one of the core functions for service organizations. Customers’ satisfaction is depending on the service quality that they received from the service provider. Poor service quality will lead to bad impressions to the organization itself. It also will reduce the popularity to the organization. Besides that, it will give a bad image and low reputation to the organization in long term. The main purpose of this study is to determine Students’ Perception towards Service Quality of Students’ Residential Hall,College of Business, Universiti Utara Malaysia. Ninety six respondents participated in this survey. Questionnaires were distributed to eight UUM Residential Halls. The findings showed that “Tangible” has been identified as the most important indicator of good service quality as compared to other four (4) dimensions; reliability, responsiveness, assurance and empathy.Based on the regression analysis, results showed that only “assurance” dimension showed a significant relationship towards the perception of students on the total services provided by the Residential Halls. This indicates that students need knowledgeable and courteous staff to deal with them. Some recommendations for future studies are also discussed. It is hope that the outcome of this study can be a benchmark for the management to improve their quality of services that are provided to the students