THE EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION TOWARDS LOYALTY AND HAPPINESS IN SHARED SERVICE COMPANY: A STUDY ON GLOBAL BUSINESS SERVICE HUB IN MALAYSIA

This study attempts to determine the effect of service quality on customer satisfaction towards loyalty and happiness in shared service companies in Malaysia. The quality of service of the various shared service companies in Malaysia provided to their customers observed. An attempt is made to find out which dimensions of service quality can increase customer satisfaction. From the overall analysis, the most important customer satisfaction factor of shared service companies in Malaysia is service quality to the clients followed by tangible facilities, readiness to respond, provide services as promises and courteous. Service quality measurement factors have a significant impacts on the overall service quality of Malaysia's shared service companies, indicating that the service quality dimension has a strong effect on service customer satisfaction. After all, the results show that service quality and all its dimensions associate significantly and positively with customer satisfaction. This study specifically attempted to consider this hypothesis and to seek observed explanatory in this regard by assessing service quality as the main contributing factor to customer satisfaction.