World Applied Sciences Journal 34 (5): 587-593, 2016

ISSN 1818-4952
© IDOSI Publications, 2016
DOI: 10.5829/[Link].2016.34.5.15697

Examining the Impact of Training and Service Quality

in the Malaysian Public Service Sector

Mohd Akmal Hakim Mohamad Zabri, Abd Rahim Romle, Mashitah Mohd Udin,
Mariatul Shima Che Embi, Siti Zahirah Mohd Zahid and Nurul Hasanah Mat Isa

School of Government, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia

Abstract: The quality of the public service sector in Malaysia is always a sensitive issue. The dimension of
service quality is still debated among the academic researchers. The purpose of this study adapted and
integrated SERVQUAL to measuring the different dimensions used and applied in the process of evaluating
the service quality in the Malaysian public service sector. The populations of this study were the employees
in a Road Transport Department of Kedah State. The respondents were 200 employees and they were selected
using purposive sampling. The data obtained was analyzed using Descriptive Analysis, Pearson Correlation
Analysis and Multiple Regression Analysis by the Statistical Package for Social Sciences (SPSS) version 22
for Windows. The finding of this study revealed that public servants in Malaysian public service sector are
found to be most interested in tangibles, reliability, responsiveness, assurance and empathy.

Key words: Malaysian Public Service Sector SERVQUAL Service Quality

INTRODUCTION because of the difficulties in both defining it and

measuring it with no overall consensus emerging on
In the public sector service quality is very important. either.
According to Zabri, Romle, Nasri, Mohamed & Hassan There are a number of different "definitions" as to
[1]. Public services in Malaysia needs their civil servants what is meant by service quality [7, 8]. One that is
to adapt themselves to face various challenges and at the commonly used defines service quality as the extent to
same time can provide best services to the customers. which a service meets customers’ needs or expectations
This is due to changes in technology, skills, work ethics [9-12]. Service quality can thus be defined as the
and integrity. In order to generate public employee has a difference between customer expectations of service and
high service quality, they have to undergo training perceived service. Expectations are greater than
provided by the organization [2, 3]. Service quality in the performance, then perceived quality is less than
public sector is very important to the public. This is satisfactory and hence customer dissatisfaction occurs
because public sector workers are implementing policies [9, 13-16].
that have been implemented so that the government can Furthermore, Parasuraman [13] cite that delivering
provide benefits to the public. If civil servants do not quality service is considered as an essential strategy for
have sufficient training to perform the service quality in success and survival as it is considered as an antecedent
everyday tasks, this will cause a problem to the to customer satisfaction if expectations are greater than
achievement of government objectives in each of the performance, then perceived service quality is less than
policies implemented by the government [2-4]. that of desired level, thereby leading to customer
Service quality has become an important option for dissatisfaction.
Malaysian public service sectors. According to Landrum
[5] the role of service quality has also become critical to Dimension of Service Quality: SERVQUAL: The
the success of an organization. Wisniewski [6] cite that dimensions of service quality (SERVQUAL) were
service quality is a concept that has passionate originally started by Parasuraman, A., Valerie A. Ziethaml
considerable interest and debate in the research literature and Leonard L. Berry in 1985. They developed a model of

Corresponding Author: Mohd Akmal Hakim Mohamad Zabri, School Of Government, Universiti Utara Malaysia,
06010 Sintok, Kedah, Malaysia. Tel: +60124224409.
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focus on the human aspects of service delivery

Responsive responsiveness, reliability, assurance and empathy and
ness the tangibles of service.
Qua lity
The five dimensions represent the different between
consumer expectations and perceptions of a firm
performance along each quality dimension. Perceived
Reliability Assurance
Qua lity quality is a function of the magnitude and direction of the
Q u ality
five perceptual dimensions as shown in Figure 1.
Perceive d
Service The basic assumption of the measurement was that
Qua lity customers can evaluate a firm's service quality by
comparing their perceptions with their expectations.
SERVQUAL has its detractors and is considered
overly complex, subjective and statistically unreliable.
Tangibl e Empathy Customers generally have a tendency to compare the
Quality Q u ality service they 'experienced' with the service they “expect”.
If the experience does not match the expectation, there
arises a gap.
Fig. 1: Model of the Determinants of Perceived Quality Moreover, Nyeck, Morales, Ladhari and Pons [22]
stated the SERVQUAL measuring tool “remains the most
service quality after carrying out a study on four service complete attempt to conceptualize and measure service
settings: retail banking, credit card services, repair and quality”. The main benefit to the SERVQUAL measuring
maintenance of electrical appliances and long-distance tool is the ability of researchers to examine numerous
telephone services. The SERVQUAL model represents service industries such as healthcare, banking, financial
service quality as the discrepancy between a customer’s services and education [23-25].
expectations of service offering and the customer’s According to Parasuraman et al [26] reliability quality
perceptions of the service received [13]. is an ability to perform the promised service dependably
The SERVQUAL scale, consists of 22 items and accurately, assurance quality is a competence of the
representing five dimensions, was originally applied in system and its credibility in providing courteous and
five service settings: retail banking, credit card services, secure services. It also refer to staff or employees ability
repair and maintenance of electrical appliances, long- to inspire trust and confident among customers, tangible
distance telephone services and title brokerage. quality is an appearance of physical facilities, equipment,
This measurement of service quality is based on both personnel and communication materials which is staff
on how consumer evaluates the service delivery process appearance, empathy quality is approachability, ease of
and the outcome of the service. A good service quality is access and effort taken to understand customer needs
considered as one which meets or exceeds consumer’s and responsiveness quality is a willingness to help
expectation of the service [13]. customers and provide prompt service in order to respond
Moreover, Edvardsen, Tomasson and Ovretveit [17] customer needs.
stated that, in their experience, the starting point in SERVQUAL model is widely used by researcher in
developing quality in services is analysis and order to measure the service quality. According to
measurement. The SERVQUAL approach is the most research done by Butt and Run [27], SERVQUAL model is
common method for measuring service quality [18-21]. a measurement to measure the Malaysian private health
According to Parasuraman [13] the SERVQUAL service quality. The similar research in banks is done by
model was made of ten dimensions of service quality Kumar, Kee and Charles [28], where the study is to look
which is tangibles, reliability, responsiveness, on service quality between conventional and Islamic
communication, credibility, security, competence, banks in Malaysia. In this study, the same model had
courtesy, understanding the customer and access. These been used as measurement.
dimensions were conceptualized into five dimensions A research done by Hussein and Amal [29], found
because some dimensions were overlapping. These that Cronbach alpha for five service quality dimensions
dimensions which is reliability, assurance, tangibles, (tangibles, reliability, responsiveness, safety and
empathy and responsiveness. These dimensions mainly empathy) were high and the SERVQUAL instrument

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proved to be reliable, valid and appropriate in doing a Methodology: This research was designed to study
research on service quality in Saudi public and private exploring the dimensions of the relationship between
hospitals. training and service quality in Malaysian public service
Furthermore, mostly research to study relationship sector. The population of this study consists of
between service quality and customers satisfaction are employees in a Road Transport Department of Kedah
using SERVQUAL instrument. This is supported by State. Data were collected using a cross-sectional self-
research had been done by Angelos & Nancy [30]; Pankaj administered questionnaire, developed specifically for the
et al., [31]; Paramaporn et al., [32] and George et al., [33] individual level unit of analysis.
that shows that there are relationship between reliability Thus, they could response to the survey based on
quality, assurance quality, tangible quality, empathy their perception and experience more effectively.
quality and responsiveness quality towards customers In determining the sample size, Krejcie and Morgan (1970)
in Sekaran [38, 39] were taken as a basis. A total of 200
satisfaction in clinics, sport event, internet service
respondents were selected using purposive sampling.
provider and hospital.
The instrument used for this study was using a 5-
Gounaris [34] cite that SERVQUAL is used to
Point multi-item Likert scale format was employed, ranging
measure assessing perceived service quality in business-
from 1 (strongly disagree), 2 (Somewhat disagree), 3
to-business (b2b) context from four different service (Neither agree nor disagree), 4 (Somewhat agree) and 5
industries. In a related study based from SERVQUAL (strongly agree).
instrument is done by Curry and Sinclair [35] in assessing Proportionate stratified random sampling procedure
the quality of physiotherapy services. was used in selecting the sample. This procedure ensured
Based on a study that carried out by Ladhari [36], it each subpopulation that existed in the total population is
is recommended that the SERVQUAL model is a good well represented.
scale to use when measuring service quality in various A total of 200 questionnaires were distributed to the
specific industries but that it is appropriate to choose the public servant in Road Transport Department of Kedah
most important dimensions of this model that fit to that State. Subsequently 200 replies were obtained. The
particular service being measured in order to assure Statistical Package for Social Sciences (SPSS) version 22
reliable and valid results. In this regard, according to for Windows was used to generate descriptive statistics,
Shahin [37] using this model it will be exanimate the correlation analysis and multiple regressions.
expectation and perceptions of the service which is best
way to measure service quality in Malaysian public RESULT AND DISCUSSION
service sector.
This research obtained 100% response rate. The
Objectives: The specific aims of this study are as follows: frequency of respondents was 108 females (54.0%) and 92
males (46.0%). While 29.0% respondents age are 31 – 35
To investigate the relationship between training and years old, above 51 years old are 21.5%, 13.0%
service quality in Malaysian public service sector. respondents age between 26 – 30 years old, 12.5% was 36
To rank the most dominant factors in Attributes of – 40 years old, 9.5% age between 46 – 50 years old, 7.5%
are 41 – 45 years old and 7.0% respondents age are 21 –
Service Quality in Malaysian public service sector in
25 years old. The marital status of the respondents is
terms of the relationship between training and
86.5% are married, 13.0% was single and 0.5% respondent
service quality.
was divorced.
The education background of the respondents is
Justification of the Study: This study tries to relate the
55.5% has A Level, SPM and STPM. Then, 30.5% has
importance of service quality among public servants in diploma, 11.0% has degree, Master Degree’s was 2.5%
terms of their experience, specifically related to their and 0.5% PhD. The job position 90.0% respondents was
expectations and perceptions of the public sector. support team and 10.0% respondents are professional.
The findings of this study help to contribute towards the Then, 97.0% was permanent staff and 3.0% was contract
understanding of improvement in service quality efforts staff. Meanwhile, at the job scope 38.0% respondents are
in Malaysian public service sector. This study also administrative, 32.5% respondents are enforcement, 14.0%
provides theoretical contribution to the service quality accounting and finance, 14.0% was others and 1.5%
development and attempts to draw ideas from different respondents are information technology. A profile of the
perspectives in the study of service quality. respondents is presented in Table 1.

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Table 1: Profile of the Respondents

Respondent’s profiles Frequency Percentage (%)
Gender Male 92 46
Female 108 54
Age 21 - 25 years 14 7
26 - 30 years 26 13
31 – 35 years 58 29
36 – 40 years 25 12.5
41 – 45 years 15 7.5
46- 50 years 19 9.5
>51 years 43 21.5
Marital Status Married 173 86.5
Single 26 13
Divorced 1 0.5
Education level A Level, SPM, STPM 111 55.5
Diploma 61 30.5
Bachelor’s degree 22 11
Master’s degree 5 2.5
PhD 1 0.5
Job Position Managerial/Professional 20 10
Support 180 90
Job Status Permanent 194 97
Contract 6 3
Job Scope Administrative 76 38
Accounting & Finance 28 14
Information Technology 3 1.5
Enforcement 65 32.5
Others 28 14

Table 2: Hypotheses Testing

Alternate Hypothesis Correlation Coefficient p-value Result
HA 1: There is a relationship between employee training and tangibles 0.590 0.000 Significance and supported
HA 2: There is a relationship between employee training and reliability 0.630 0.000 Significance and supported
HA 3: There is a relationship between employee training and responsiveness 0.683 0.000 Significance and supported
HA 4: There is a relationship between employee training and assurance 0.697 0.000 Significance and supported
HA 5: There is a relationship between employee training and empathy 0.645 0.000 Significance and supported
** Correlation is significant at the 0.01 level (2-tailed).

Table 3: Regression Analysis

Unstandardized Coefficients Standardized Coefficients
--------------------------------------------- --------------------------------
Model B Std. Error Beta t Sig.
1 (Constant) 9.056 1.149 7.878 .000
Tangibles .036 .151 .022 .241 .810
Reliability -.115 .093 -.143 -1.242 .216
Responsiveness .561 .164 .331 3.427 .001
Assurance .285 .092 .370 3.109 .002
Empathy .327 .155 .198 2.108 .036
a. Dependent Variable: Training

Results from Pearson Correlations analysis through Results from regression analysis help us to see
the hypotheses testing concluded that all five which among five independent variables is the most
independent variables were attributes (tangibles, important in explaining the variance in employee
reliability, responsiveness, assurance and empathy) training. Again, the results will explained the expectations
indicate that there will be relationship between those of employees towards on the Malaysia public service
variables with training. In other hands, public servants in sector as general; what are they expect. It shown
Malaysian public service sector need to emphasize the that among five independent variables, the
factors of tangibles, reliability, responsiveness, assurance predominantly factor is responsiveness, empathy and
and empathy in order to achieve the higher level of quality assurance. The ranking of four is tangibles and lastly
in their services seen as Table 2. reliability as Table 3.

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Analyzing the Pearson Correlations analysis through 3. Azmar, N.A., A.R. Romle and S. Ismail, 2015. Framing
the hypotheses testing, it is concluded that all the five a new movement for training program and work
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among each other. Governance, 1(4): 20-25.
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