aslinda ramely practical report in unisel shah alam cam

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CHAPTER 1

INTRODUCTION OF THE ORGANIZATION

1.1 BACKGROUND OF THE ORGANIZATION

Established on 24 August 1999 by the Malaysian Government, University of Selangor

(Unisel) become the first state university in Malaysia. The main factor that encouraging the

state of Selangor to establish this university are due to its highest concentration on

industries and hosting the major air and sea ports of the country. Due to that, Unisel was

born in meeting the industrial needs especially for this state and Unisel also derives its

name from its focus on industry-driven programmes.

Located in Jalan Zirkon A 7/A, 40 000 Shah Alam, Selangor Darul Ehsan for Unisel Shah

Alam Campus and in Jalan Timur Tambahan, 45 600 Bestari Jaya, Selangor Darul Ehsan

for Unisel Bestari Jaya Campus, this university provide for their students an education

system which has extensive synergistic links with the industry and community in developing

new innovative activities and research, and development work.

Then, within 10 years operation, Unisel has gain trust from the society in providing the

excellent learning environment by drastically increased up to 14, 000 of its students while

only 265 students registered for the first intake in 9 September 1999. Owned and managed

by Selangor state government independently, this university continue its succesfulness

without asking any fund from the federal government of Malaysia.

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Later, discussing about the two branches of University of Selangor which Datin Seri

Rosmah Binti Mansor has been installed as the first University of Selangor chancellor1, I

have been allocated in University of Selangor Shah Alam campuses and have been

assigned to work at Examination Unit. Details about Examination Unit will be discussed

further in the next section.

1.2 ORGANIZATIONAL LOGO

Below is the current logo that has been used by University of Selangor.

1 Rosmah Installed As First Unisel Chancellor. (2013, August 22nd) p. 9 Bernama.

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1.3 VISION AND MISSION

Both vision and mission has been used by an organization in order to explain what they are

trying to achieve in the long and short run of time. Listed below are the vision and mission

of University of Selangor. Listed below are other details about the organization.

Mission

University of Selangor is committed to provide excellent and conducive learning

environment to develop competent, upright and ethical professionals and scholars.

Vision

To be a renowned university that nurtures professionals and scholars with high moral and

ethical values.

Motto

Towards excellence

Website

http://www.unisel.edu.my/

Colors

Orange and Silver

Previous Corporate Logo of the University of Selangor

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1.4 CORE VALUES

Stated below are the examples of the core values that have been practice in University of

Selangor either by neither the staff nor the students.

Accountability

Committed to being responsible and accountable stewards of the human, financial, physical

and intellectual resources

Accessibility

Committed to providing maximum educational opportunities for all

Collegiality

Committed to the spirit of collaboration and teamwork

Innovation

Committed to pursuing knowledge and ideas, being continuously adaptable and striving to

develop innovative solutions

Integrity

Committed to the highest standards of honesty, truth and fairness, as well as mutual

respect and trust

Quality and Excellence

Committed to continuous quality improvement and excellence in all our endeavors

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1.5 CORE BUSINESS

Core business of University of Selangor is more on providing the excellent and conducive

education system for their customers which may consist of students from different

education level.

As what has been mentioned previously, University of Selangor got two campuses which

are Bestari Jaya Campus and Shah Alam Campus. Below is the list of faculty that supports

its core business.

Bestari Jaya Campus is the location of the following faculties:

1. Faculty of Engineering

2. Faculty of Science and Biotechnology

3. Faculty of Education and Social Sciences

4. Faculty of Computer Sciences and Information Technology

Shah Alam Campus is the location of the following faculties:

1. Faculty of Business

2. Faculty of Communication and Media

3. Faculty of Biomedical and Health Science

4. Faculty of Industrial Art and Design Technology

5. UNISEL Graduate School of Management

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1.6ORGANIZATIONAL STRUCTURE

Organizational structure plays a vital role for the stakeholders such as the public since they

may know the person who led that particular organization and this may influence about the

decision making either to dealing with that organization or not. Shown below is the list of top

management of University of Selangor.

Chancellor and Pro Chancellor

Chancellor: Y.A.D. Raja Tan Sri Dato' Seri Arshad Alhaj

Bin Raja Tun Uda Alhaj

Pro-Chancellor: Y. Bhg. Tan Sri Dato' Setia

Ismail Bin Adam

Chancellor: Y. Bhg. Dato' Setia Dr. Haji Anuar

Bin Haji Masduki

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Board of Director

Y.B Datin Paduka Zauyah Be

Binti T. Loth Khan

Y.B. Dr. Che Rosli Bin Che Mat Y.B. Puan Dr. Halimah Bt. Ali

Y.B Dato Dr. Ir. Muhamad

Zohadie Bin Bardaie

Y.B Dato Mohd Arif Bin Ab.

Rahman

Y.B. Dato Rashid Bin Din

Y. B Cik Faekah Bt. Haji Husin

Y.A.B Tan Sri Dato Seri Abdul

Khalid Bin Ibrahim - Chairman

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Executive

Prof. Dr. Haji Anuar Bin Haji

Ahmad - President / Vice

Chancellor

Prof. Madya Azmi Bin Ariffin

Chief Financial Officer

Prof. Madya. Haji Zainal Abidin

Bin Kidam - Vice President /

Dvc (Student Affairs)

Prof. Dr. Ir. Mohamed Bin

Daud

Vice President / Dvc (Strategic

Planning & Developement)

Prof. Dr. Khafilah Binti Din -

Vice President / Dvc

(Academic)

Mohammad Bin Hj. Sulaiman

Registrar

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1.7 EXAMINATION UNIT

As mentioned earlier, I have been assigned to one of this university department which is

Examination Unit. Examination Unit is a unit related with accountability, honesty and secrecy

mainly in preparing, managing and control University of Selangor final examination system. The

main function and objective of this unit are covering all the matters before, during and after the

final examination take place. Details about the functions and objectives of Examination Unit are

listed below.

1. Managing add and drop subject

2. Managing exemption and transfer of credit

3. Distributing the registration slip for both subject and examination

4. Maintaining the fluency of the final examination processes and procedures

5. Preparing the final examination timetable

6. Managing examination secretariat and invigilators duty

7. Making misconduct report

8. Managing final examination rules, answer scheme and answer format

9. Printing and controlling final examination question papers

10. Managing and printing the students examination slip

11. Managing and printing exemption and transfer credit slip

12. Managing and printing academic transcript

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CHAPTER 2

SCHEDULE OF PRACTICAL TRAINING

2.1 INTRODUCTION ON SCHEDULE OF PRACTICAL TRAINING

One of the criteria in order to be honor with first degree in Bachelor of Corporate Administration

(Hons) AM225, I need to complete five weeks of my practical training ordered by my faculty.

During that moment, I have been assigned by my supervisor, Madam Qiesty Zarina binti

Ghazali, the Senior Assistant Registrar in University of Selangor with lots of challenging task.

However, I am so proud of myself since I can complete those entire tasks without help from

another co-worker much and all the tasks given by her was perfectly followed scope of task

distributed by my faculty. The example of the area in which University and Faculty expects

practical training to be provided and achieve are in the area of services, administration, counter

services, data processing, outdoor task, public relation, financial, personnel, meeting and

marketing.

Even though the task may be different and can be modified whichever necessary and suitable

based on the task incurred by department but my supervisor did not assigned me with another

scope of task. This is because she believed that the scope of task given by faculty are perfectly

suitable and meet with my course and also in the scope of work in Examination Unit too.

For more narrow view, all my daily practical training tasks have been summarize according the

number of week as shown in the next section.

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2.2 DETAILS ON PRACTICAL TRAINING DATE

Since there are lots of tasks have been assigned to me during my five weeks of practical

training, so below is the summarization of the date.

Week Number Date Day

One

1 22 July 2013 Monday

2 23 July 2013 Tuesday

3 24 July 2013 Wednesday

4 25 July 2013 Thursday

5 27 July 2013 Saturday

Two

6 28 July 2013 Sunday

7 29 July 2013 Monday

8 30 July 2013 Tuesday

9 31 July 2013 Wednesday

10 1 August 2013 Thursday

11 2 August 2013 Friday

Three

12 14 August 2013 Wednesday



Four

15 19 August 2013 Monday

16 20 August 2013 Tuesday




20 24 August 2013 Saturday

Five

21 26 August 2013 Monday

22 27 August 2013 Tuesday




Table 1: Overview on Practical Training Date

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2.2.1 DAILY PRACTICAL TRAINING TASKS FOR WEEK 1

Week Task Description of Task

Week 1

22/07/2013

27/07/2013

1. Visit Secretariat Room

and Art and Design

Department

2. Checking Examination

Secretarial Work File

1/13/34; 2/13/34 and

3/13/34

3. Reading Chief

Invigilator and Invigilator

Responsibility: Final

Examination Guideline,

Candidates Absent for

Final Examination Flow

Chart, Examination

Misconduct Flow Chart.

4.Wrote final examination

table number

5.Managing student

Examination quarantine

and Examination

Report 1/2/34 session

6.Counter Service

7.Answering telephone

Allocated in Examination Unit, I have been introducing

to all the staff in that unit and also the Staff Reference

Book Article 2.1 regarding the working hours of the

academic staff as well as the Memo No. (7/2013)

entitled Pelepasan Pulang Awal Sempena Ramadhan

1434 Hijrah/2013 Masihi: UNISEL/PPSMB/400/01(07).

On that day, I have been assigned an outdoor task by

visiting the Secretariat Room and Art and Design

Department, checking Examination Secretarial Work

File 1/13/34; 2/13/34 and 3/13/34, Chief Invigilator and

Invigilator Responsibility: Final Examination Guideline,

Candidates Absent for Final Examination Flow Chart,

Examination Misconduct Flow Chart.

I also have been asked to write the final examination

table number, data processing for student examination

quarantine from previous examination session and

Examination Report for 1/2/34 session. Other than

that, I also had dealing with some counter services

where I need to deal with the students who come and

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calls

8.Invigilating Final

Examination

asked few question regarding their examination

results, academic transcript as well as asking for the

transcript form.

At the same time, I had to make lots of telephone calls

to the students in the matter of their quarantine

examination for this coming session which took place

on 27th July 2013 until 2nd August 2013. Other than

that, together with another co-worker, I had to arrange

final examination answer booklet in order to make

sure the secretariat room to be kept tidy and neat. In

the evening, I have been assigned by my supervisor to

making checklist form for Misconduct Report, Chief

Invigilator Report and Student Late Report in the

purpose of make it clear and easy to find.

Then, since I have been allocated to do my practical

training in Examination Unit and also I am a part of the

staff, I have been asked to invigilated final

examination (DSD2363) High Performance for Sport

and (ZLU 1222) Mandarin 1 on my fifth day of practical

training. Invigilating the students was making me to

feel so lucky. I can got a new experience through

invigilating the students since before this as a

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students, I only sit and answering my final examination

question during completing my previous semester in

Universiti Teknologi Mara UiTM.

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Week 2

28/07/2013

2/08/2013

1.Answering the

telephone calls

2.Arranging answer

booklet

3.Managing final

examination

attendance slip

4.Invigilating Final

Examination

5.Managing Examination

Secretariat Work File

2/13/34 and 3/13/34

session

6.Counter Service

I had to pick up the telephone calls and again

arranging examination answer booklet. I have to

answer the telephone calls where the caller may

consist of lecturers, students and parents too. They

may ask for much kind of issues and for sure I need

to make myself full prepared with all the latest info

regarding the final examination that took place during

that time. Then, discussing about arranging answer

booklet, I have to arrange all those colorful answer

booklet in order to make it easier for the secretariat

members to assign it according the venue of

examination since final examination was took place in

many different venue.

I had dealt with final examination attendance slip. For

sure this slip is all about the attendant of the

candidates to the final examination and I need to

count it as well as need to record it into the special

form. I also have to stamping examination answer

booklet with the examination unit stamp in order to

make it official to use for the student.

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I had invigilate final examination (PMS 2123)

Organizational Behavior and also dealt with

misconduct report. One of the female student Nor

Farain Abdul Razak (3132004031), a diploma student

from Faculty of Business try to cheating by bring in to

examination hall the small notes and she had been

caught by the invigilator. What I had done is that I

need to wrote the misconduct report about this

student and submit the report to the Academic Affairs

for the necessary action.

I also have been assigned to invigilate final

examination (PMD 2223) Organizational Behavior.

Then, after had finished with invigilating the students,

I have been assign with an easy task which is the

counter service. However, even though this is a

simple task but I need to did it with full of

responsibility. I need to perform my task with full of

commitment by practicing an ethical and warm

conversation with the students in front line.

I had to dealt with Examination Secretariat Work File

2/13/34 and 3/13/34 session. In dealing with that task,

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I need to sort all the relevant and related form

according to their group. The purpose is that to make

it easier for the future references since all those form

already in the right place.

On my last day of practical training in week two, I

need to deal with counter services only. Since I have

been assigned with this kind of task before, so it does

not a big deal for me. I just need to handle the

students and give some exact answer for their simple

question only.

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Week 3

14/08/2013

-

16/08/2013

1.Counter Service

2.Managing Request for

Transcript Form and

Transcript Record Book

3.Rechecking grade point

Average (GPA) and

cumulative grade point

average (CGPA)

On the first day of my third week, I have done with

counter services and same goes with another

previous week, I have completed this task with

maximum of happiness. This is because for me, this

is an easy task that I have been assigned with and I

also got a few experience during that time. Even

thought I did not have so many experiences on that

matter and for sure cannot be classified as an expert

person but at least I have got some idea with what I

am supposed to do during completing that task.

In week two, I also have dealt with the Request for

Transcript Form and also Transcript Record Book.

Both of these things are interrelated with each other.

For the students who are requesting for their

transcript, they must to fill in the Request for

Transcript Form and then need to submit the form to

Examination Unit. Then after their form has gone

through the completing process, I need to make some

record about their academic transcript in Transcript

Record Book.

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I also have dealt with the grade point average (GPA)

and cumulative grade point average (CGPA) of the

students. What I have done is that I need to recheck

on both of their GPA and CGPA in order to prevent

from any mistake either major or minor. This is very

important for me to recheck it back since sometimes

the computer system does calculate it wrongly and

this will give effect to the accuracy of the students

academic transcript.

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Week 4

19/0802013

-

24/08/2013

1.Rechecking grade

point average (GPA)

and cumulative grade

point average (CGPA)

2.Managing Senat

Approval on Final

Examination Result 24

July 2013 No 07/2013

3.Sorting past year final

examination question

papers

4.Print out the academic

history

5.Counter Service

6.Preparing new student

Undergraduate

registration process

On the first day, have started my working day by

continue my incomplete task from previous week. I

am not being able to complete the last week task

which is rechecking grade point average (GPA) and

cumulative grade point average (CGPA), since there

are too many numbers of students involved.

On my second day, I have dealt with the Senat

Approval on Final Examination Result 24 July 2013

No 07/2013. In every examination session took place,

for sure there are lots of matters arise such as the

matter related with the students grade. Some of the

lecturer was wrongly record their students grade and

even does not record it at all. So Senat Approval on

Final Examination Result was needed in order to put

the matter back on track such as to make some

correction and amendment on the student previous

grade.

On third day, I have dealt with past year final

examination question papers. What I have done

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actually is that I need to sort all those past year final

examination question papers based on its session

and need to put it in specific boxes. Then all the

boxes will be sent to the library for the references of

the coming students.

On the fourth day, I have print out all the related

students academic history which also called as

unofficial academic transcript. Then, all those

academic histories will be used by the National Higher

Education Fund Corporation (PTPTN) officer for their

references in order to pursue with the students loan

application.

On my fifth day, again I had been assigned with

counter service. Then, at noon, I have been instructed

by my supervisor to assist record unit in Pro-

Chancellor Hall since they are on their way to open

the registration for new intake.

On the next day, I had assigned to take part in the

new student undergraduate registration process

which is the continuation from the previous day task.

On that day, I have been assigned to deal with

photocopy machine.

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Week 5

26/08/2013

-

30/08/2013

1.Print out the academic

histories

2.Counter Service

3.Managing forms

4.Managing the

submission of Request of

Transcript Form

5.Answering telephone

calls

On my first day of my fifth week, I had been assigned

to print out all the related students academic

histories. In other words, it is the unofficial transcript

of the students and the purpose of printing out all

those academic histories is due to make some

checking on their Cumulative Grade Point Average

(CGPA) and Grade Point Average (GPA) before the

official transcript given to them.

I had been assigned to make some counter services

and as usual I need to deal with both of lecturers and

students. Some of the students are requesting for

Subject Add and Drop Form, Request for Transcript

Form as well as Replacement or Overdue Claiming

Examination Result Slip Form.

I had managed lots of different form received by

Examination Unit. As we know, there are lots of forms

provided by Examination Unit that available for the

students. Due to that, I need to make sure all type of

form is available and sufficient enough for them. The

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examples of the form are Request Form for the

Submission of Academic Transcript via Pos Malaysia,

Credit exemption and Credit Transfer (CE/CT) Form

and Request for Transcript Form.

Then, I had dealt with submission request of transcript

form on my fourth day. I had to check whether the

students who submit this form have already

completed this form or not. If they does not complete

the form yet, they must did it first and if they already

completed it, I need to stamp on that form, put my

signature in column provided and put it in the related

box.

On my last day of practical training I only had dealt

with some telephone calls. I need to answer the

telephone calls and I had give my best in keeping a

warm conversation with the caller.

As what has been summarized in the table above, it is the entire task that I have been assigned

to during my five weeks of practical training. Even though it is only a short period of time but I

have got hundreds of working experience during that time.

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CHAPTER 3

ANALYSIS

3.1 INTRODUCTION

Reviewing about my five weeks of practical training in Examination Unit, the most tasks that

have been assigned to me is at counter services where service can be define as deeds,

processes and performances2. Working in the front line for sure has trained me on how to

communicate with people in clear, polite and confident way and selecting the right method of

communication will help me to achieve my aim of being clear, polite and courtesy besides on

how to deal with customers questions and comments. So, all these shows that the importance

of the customers.

A customer is the most important visitor on our premises. He is not dependent on us. We are

dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an

outsider in our business. He is part of it. We are not doing him a favor by serving him. He is

doing us a favor by giving us an opportunity to do so.- Mahatma Ghandi

Besides that, I also have learn on how to greet customers warmly, how to be more patient in

handling different type of customers as well as how to be ethical staff in counter services.

Discussing about on how to be ethical staff in counter services, ethics in Islam can referred as a

reflection of good values whether in behavior, action, thinking or even heart. So, as a Muslim, I

have been demanded to follow the Islam obligations regarding this matter and also the core

2 Valarie A. Zeithaml and Mary Jo Bitner, Service Marketing, New York: McGraw-Hill,1996.p.5

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values govern by University of Selangor as what has been highlighted in Chapter Two. Quoted

from Holy Quran:

And March forth toward forgiveness from your Lord, and for Paradise as wide as are the

heavens and the earth, prepared for the pious. Those who spend (in the way of God) in

prosperity and in adversity, who repress anger, and who pardon people; verily, God loves the

doers of the good deeds. - Quran 3:133

Frankly speaking, this chapter will bring us to the various perspectives on counter services and

some of the theories will be highlighted. Then, for sure all those theories will be adapted to the

real situation that happens in Examination Units counter.

3.2 DESIGNING SERVICE CONCEPT

Experienced service marketers recognize the need to take holistic view of the entire

performance they want customers to experience. The value proposition must address and

integrate three components which are core product, supplementary services and delivery

processes.

Core product

Services mostly will be defined by referring to a particular industry based on the core set of

benefits and the solutions that they provided to their customers. The core product basically

stands as the basic component that supplies the principal which is the problem solving benefits

that the customers are seeking for. For example, transport services such as what has been

provided by Malaysia Airlines (MAS) have successfully and effectively operates in meeting the

demand to move a passenger or a physical object from one location to another. Other than that,

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the entire doctor does give services in providing the adequate treatment to the patient

accordingly and in overcoming the factor of patients illness.

Same goes to Examination Unit, it does provide services to their customers which are consist of

students, lecturers as well as another party such as parents or guidance of the students and for

sure it has its own core product. Core product of Examination Unit is providing the information

regarding all matter arise on examination process which we can be found on its main function

and objective such as the staff providing the students with final examinations timetable. The

main function and objective of Examination Unit are covering all the matters before, during and

after the final examination take place as what has been clearly disclosed in Chapter Two

previously.

Supplementary services

In servicing the core product to the waiting customers and to make the service to be delivered

efficiently, core product must be accompanied by a variety of other service-related activities

which is known as supplementary services. These services can enlarge the core product,

facilitating its use and enhancing its value. At the same time, by searching for the competitive

advantage, it can give some benefits to supplementary services and implicitly can improve the

level of service quality provided by the service provider. For example, core product of Malaysia

Airline is by meeting the demand in moving the passenger from one place to another. Then, in

providing this core services, Malaysia Airlines can include some supplementary services in

increasing their level of performance such as providing the food services on the airplane before

arrive to the right destination.

Adapting to the real situation took place in Examination Unit counter, staffs have adding some

supplementary services while providing their core product to students. For example, front-line

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staff does sharing on some tips and give some personal advice to students on how to study

smart for their final examination and cope with their busy life style. For sure this kind of

supplementary services can help the students to enjoy the effectiveness of the services

provided by Examination Unit since it does not show Examination Unit as a formal unit only but

it is more to personal contact with students too.

Delivery processes

After discussing about core product and supplementary services, another component of service

concept is delivery process. The service does not achieve its quality if the service provider does

have problem in its delivery process no matter how well its core product and supplementary

services are. For example, after departure, Malaysia Airlines does prolong the time of arrival

from three hours to seven hours due to some error done by aerospace engineer while examine,

checking and overhaul the airplane. Thus, Malaysia Airlines must try to overcome this matter in

order to achieve the standard quality of services.

Similar situation also crucially important to be adapted in Examination Unit counter since how

long delivery lasts can make sense to the students. Based on my observation, the staffs are

really concern about the delivery process. For example, the time taken for the staff to deliver the

academic transcript to the students at the counter is about ten minutes. However, in the real

situation, staffs can deliver the output to students within seven to eight minutes only. Thus, this

efficiency can give some happiness and satisfaction to the students.

So, frankly speaking there are three important dimensions that took place in designing service

concept and all service providers including Examination Unit counter should have all these.

Then, it is not enough for them to only have it but they are also required to perfectly elaborate

what are their core products, supplementary services that they might have as well as about their

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delivery process so that they can increase their chances in maximizing their customers

satisfaction and loyalty.

3.3 DEFINITION OF COUNTER SERVICE CONCEPT

Focusing more on counter service, it is actually consist of three different levels. There are the

customer level, service at the counter and support service. Customer level means there are

where the customers come and make the transaction and interaction with the front liner. The

clear and polite communication was very vital at this level besides the optimum level of

confident by the staff in answering the customers question and comments. It is mandatory for

the staff to learn and adapt the entire positive way of effective communication when dealing with

the customers because the first impression is important in gaining trust from the customers.

Whilst, if the customers are comfortable with the front liner, so it shows that the organization are

successfully developed their first positive outcome.

Then, service at the counter can be define as the place where the organization interact with

their customers such as answering the questions, solving the customers problem, received the

comments and feedback and much more. As mention before, staff delegated in this level plays

the important role in maintaining the positive feedback from the customers since they do reflect

the actual behavior of the organization. If the front liner does not well behave or does not handle

the customers well, so this can lead the customers to give their negative impression towards the

whole organization.

At the same time, the front line also needs most help and cooperation from the co-worker

behind the counter in preparing the data and information needed by the customers as well as to

solve the unsettled matter arise. Then, when these co-workers already have all the data and

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information needed, they will give it to the customers through the middle person who is the front

liner. However, if the staff behind the counter cannot solve the customers matter at the first

place, the same process will be repeated until the problem solved. Simpler view of counter

service concept is shown below.

Figure 1: The Concept of Counter Service

Referring back to my log book as well as to the summarization of the task in Chapter Two, I

have been assigned to counter services for every single week. So I am confident with what I

have gone through while completing this task and I also understand with the process involved in

counter services.

3.4 EXAMPLE OF COUNTER SERVICE SCENARIO

Adapting the concept of the counter services in Figure 1, the example of customers that take

place in the first level of Examination Unit counter are the lecturers and students. However, I

just focusing on the students since they have become the major customer to this unit. The

example of the matter arise in counter service of Examination Unit is requesting for the

academic transcript form and the reason why I take this example is because of every single

Customers Support Service Service at the

Counter

Section in front of

the counter

Section at the

counter

Section behind

the counter

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student will gone through this process when they are completing their study. So for sure this

requesting process has become the major and main matter in counter service.

During this process, the students may require filling in the Request for Transcript Form (bup /

student 05) and need to follow the Request of Transcript Form Flow Chart.

Key:

Figure 2: Request of Transcript Form Flow Chart (bup/pelajar05UNISEL)

As what we can see in the Figure 2, there are three stages that involved with counter services in

Examination Unit which are the stages where the students get and fill in the form, form

submission stages as well as the final stages where they can take their transcript. These three

stages are involved with the concept of counter services where the students come to the

counter and asked for the Request for Transcript Form and the staff at the counter will give the

Start

Students get and fill

the form

Examination Unit

released transcript

Students get

approval from:

Security Unit

Library

Finance Department

Record Unit

Students keep a copy

of the form

Students submit

form to Examination

Unit

End

Involved with

counter services in

Examination Unit

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form to those particular students as well as give some instruction and advice on how to fill in the

form.

Then, after the students get the approval from the related department, they might come again to

Examination Unit counter to submit the form to the staff at the counter. Then, as the middle

person, the staff at the counter will give the form to the staff behind the counter in order to

complete the process. The co-worker will check the validity of that form and if there is no

mistake and the form has been completed perfectly by the students, he or she will start to

prepare that particular students transcript.

Later, after completing the students transcript, he or she will pass it to the staff at the counter so

that finish product can be given to the students which are their customers. So that is how the

requesting process of transcript involved in the counter service in Examination Unit.

3.5 SERVICE QUALITY

Generally, services have different features from goods since services have its own

characteristics such as heterogeneity (variability), inseparability of production and consumption,

perishability of output and intangibility. Then, due to its intangibility which is difficult to visualize

and difficult to be understand by most of people, it is hard for us to measure the quality of

service. However, we define service quality as a high performance of the service producer once

they do meet or exceed the customers expectations. If service provider does perform or give

services to the customers below the par or does not meet the standard expected by the

customers, so there is no service quality give to the customers. Otherwise, if the service

provider does provide the customers with the services that they expected to received, we

promptly can say the service quality has been successfully achieved.

32

Then, when asking to adapt service quality to the service provided in Examination Unit counter

during my practical training, as what I have mentioned above, it is something difficult for me to

evaluate whether Examination Unit is fully utilize and fulfill the concept of service quality or not

since the service provided by the staff to their various kind of customers is invisible. However, I

am trying to evaluate it through Gaps Model that will be discussing in the next session. By using

that model, it will make us easier to evaluate the service quality.

3.6 DIMENSIONS OF SERVQUAL

After discussing about three dimensions of service concepts in previous section, should now we

gain more information on next dimension which is on the dimensions of service quality. A.

Parasuraman et al had found five broad dimensions of service quality which are tangibles,

reliability, responsiveness, assurance and empathy. Then how they can be relating to service

provides in Examination Units counter? Below is Table 2: Generic Dimension that can be used

by management to evaluate service quality on these dimensions, its characteristics as well as

the queries related in Examination Unit.

33

Dimensions Characteristics Queries

Tangibles Appearance of physical facilities, equipment, personnel and communication materials.

Are the counter is attractive? Is the front-line staff dressed appropriately?

Reliability Ability to perform the promised service dependably and accurately.

Does the staff call customers back when promised?

Responsiveness Willing to help customers and provide prompt service

When there is problem, does the Examination Unit solve it quickly? Does the front-line staff willing to answer customers questions?

Assurance

1. Credibility Trustworthiness, believability, honesty of the service provider

Does examination unit have a good reputation?

2. Security Freedom from danger , risk or doubt

It is students examination results are protected against unauthorized used?

3. Competence Possession of the skills and knowledge required to perform the service

Is the staff can provide the information needed when the students asked them?

4. Courtesy Politeness, respect, consideration, and friendliness of contact personnel

Are the staffs consistently polite when answering the students call?

Empathy

1. Access Approachability and ease of contact

Does the examination Unit is conveniently located? How easy for the students to talk to the Chief of Examination Unit when needed?

2. Communication Listening to customers and keeping them informed in a language they can understand

When the students have some complaints, does the staff manage to listen?

3. Understanding the customer

Making the effort to know customers and their needs

Does the Chief of Examination Unit often make survey in measuring students satisfaction towards their services?

Table 2: Generic Dimension (A. Parasuraman et al 1990)

34

Thus, Examination Unit might have to use SERVQUAL Dimension in order for that unit to

improve its service quality since this dimension does cover quite wide aspect which could help

to achieve more perfect characteristics.

3.7 IDENTIFYING SERVICE QUALITY PROBLEMS

Some expertise has identified a model that allows us to identify and correct service quality

problems. They did identified four potential gaps within the service organization that may lead to

a fifth and most serious final gap which is the difference between what customers expected and

what they perceived was delivered3. So, since Examination Unit does provide the students with

counter services, so it is good if we can examine and analyze how wide the gap taken between

the customers expectation and the actual services provided by that unit.

3 Christopher Lovelock et al (2012). Essentials of Service Marketing (p. 434) Singapore: Pearson

35

CUSTOMER

-----------------------------------------------------------------------------------------------------------------

SERVICE FIRM

Figure 3: The Gaps Model (A. Parasuraman et al, 1985)

For more clear view, the elaboration on this Gap Model will be explained in table form as shown

below together with the application and example on what actually happen on counter services in

Examination Unit. However, to get the better understanding, the same example has been used

which is the Request for Academic Transcript.

Perceived Service

Service Delivery

Service Quality

Expectations

Management

Perception of

Customer

Expectations

Past Experience

Word of Mouth

Communications

External

Communications to

Customer

Personal Needs

Expected Service

Gap 6: The Service Quality Gap

Gap 5: The Perception Gap

Gap 3: The Delivery Gap

Gap 2: The Policy Gap

Gap 4: The Communication Gap

Gap 1: The Knowledge Gap

36

Gap Elaboration


What is Knowledge Gap: This gap was explained on

the differences between what senior management

believes on what customers expect from them and

what customers actually need and expect they might

get.

Application: If the management staffs expect differently

with what the students need from them and with what

actual students need, so the gap might be wider. This

is because the staff cannot serve the needs of the

students since the students asked different things from

them.

Example: If the students think they may asked the

information regarding the their financial record to

Examination Unit, so the gap might be wider since staff

cannot provide them with this kind of information due to

Examination Unit does not have students financial

record. However if the students intended to ask

information regarding their final examination result, this

gap might be narrow since Examination Unit do have

all this information.

37


What is Policy Gap: Policy Gap is the difference

between management understanding on customers

expectations and the service standards they set for

service delivery.

Application: staff understand that most of the students

might asked for their transcript on the same day when

submitting the request form but the actual service

standard that they set for service delivery is 7 trading

day.

Example: Staff knows Azizul Amri asked them to

deliver his transcript to him on the same day of

submitting the request form since he wishes to apply

for scholarship but due to certain requirement and

service standard, the transcript only will be complete

after 7 working days.


What is Delivery Gap: Delivery Gap is the differences

between service standards and actual staff

performance on these service delivery standards.

Application: The standard time taken for a staff to

38

complete the students transcript is 7 trading days only

but the staff required 10 trading days to complete the

process. So the gap might wide since the staffs take

longer time to complete the transcript and deliver it to

its owner.

Example: Azizul Amri, students from Faculty of

Business request for his transcript to Examination Unit

on Tuesday, 1st October 2013. So, based on the

standard time taken, his transcript might be delivered to

him is on Thursday, 10th October 2013. However, staff

on duty only can complete that transcript on Monday

14th October 2013, so this delivery gap might wider.

Gap 4: The Communication Gap

What is Communication Gap: Communication Gap is

the difference between what the company informs to

the customers and what the customers get, understand

and subsequently experiences.

Application: Examination Units staff does explain on

the Request of Transcript Form Flow Chart and how

much the students can understand based on that

explanation and what actually they do whether it is

39

parallel with the instruction given by the staff or not.

Example: The staff was explain on the procedure for

requesting transcript to Azizul Amri, students from

Faculty of Business but Azizul Amri did not understand

and tend to skip some procedure. So as usual, the

Communication Gap is wide since occur problem in

transmitting the information.


What is Perception Gap: Perception Gap is the gap

occurs when there are differences between the actual

service delivered and what customers think they might

receive.

Application: Students did not receive the accurate

explanation on the transcript requesting procedure.

Example: Azizul Amri was expecting that he might get

the clear explanation from the staff regarding the

procedure but the staff did not give any explanation to

him. So this gap is also wide.

Gap 6: The Service Quality Gap

What is Service Quality Gap: Service Quality Gap is the

Perceive Service Quality

1. Expectation Exceeded

ES < PS (Quality Surprise)

2. Expectation Met

ES = PS (Satisfactory Quality)

3. Expectations Not Met

ES > PS (Unacceptable

Quality)

#Key: ES is Expected Service

PS is Perceived Service

40

difference between what customers expect to receive

and their perception of the service that is actually

delivered.

Application: close gaps 1 5 to consistently meet

customer expectations

Other than observing what are the difference between what customers expected and what they

perceived was delivered, this model also allow us to identify and correct service quality

problems that happen in Examination Unit counter. However, the corrective action on service

quality as well as the method to narrow the gaps will be discussed perfectly in Chapter Four.

3.8 THE SERVUCTION SYSTEM

Figure 4: The Servuction System (Pierre Eiglier et al, 1977)

Inanimate

Environment /

Servicescape

Front stage

(visible)

Contact Personnel

/ Service Providers

Customer A

Customer B

Back stage (invisible)

Service Delivery System

Service Operations System

Technical core

41

Word of servuction is derived from combination of two terms which are service and production.

The Servuction system is the part of the service organizations physical environment that is

visible to and experienced by a customer. Next, other than the previous theory and models, we

also can use this servuction system in order for us to have a clearer view regarding the counter

services provided in Examination Unit counter.

Servuction system is comprises of two parts which are the one that visible to the customers and

the other part is not. The part which is visible to the customers is consisting of three elements

which are inanimate environment, contact personnel and also the other customers. Then,

invisible part is consisting of one element which is technical core.

Visible Part

Inanimate environment or Servicescape consist of all nonliving features that exist during the

service process happen. For example are the physical appearances of Examination Unit, notice

board, waiting corner, stationeries provided, flooring, lighting, clothes worn by front line staff and

furnishing. It is vital for the service provider to keep all these servicescapes in a perfect

condition since the physical state of all these items can give impact on their service

performance. Let say the staff worn untidy clothes, for sure it might bring some negative

perceptions from students. For example, the students might think that staff is not well motivated

to work and then cannot perform well in their job.

The next element of visible part of counter services is contact personnel or service provider. In a

simple word, contact personnel is the staff who have close interaction with the customers either

face to face or through another kind of communication channel such as telephone and email.

Then, since the service has the inseparability characteristic which is lack of separation between

42

customers and contact personnel, for sure service provider might adapt some interpersonal skill

while applying their technical skill.

Adapting this element to Examination Unit counter, for sure the contact personnel are that staffs

who works in frontline, including me. We are struggling to fulfilling the customers needed such

as in all the matter related to students final examinations including results, examination venue,

informing the latest information to examination secretariat and many interactions-or moment of

truth-that has to be managed. Thus, high interpersonal skills for sure have been fully adapted

while performing our job.

Then, discussing about other customers, it can be define as the another person who are using

or getting services from services provider other than that particular person. For example, Mr. Ali

is always getting a treatment from Hudson General Hospital instead thousand of other patients

too. Thus, other patients might give some influence to perceptions of Mr. Alis towards the level

of service quality provided by the hospital. If Mr. Ali does listen to the other patients nagging

after experiencing a bad treatment from the doctor, Mr. Ali for sure will view the same points too

but the vice versa might happen if Mr. Ali does listen to some acknowledgement from recovered

patient.

Same situation also take place in Examination Unit. One particular student might listen to the

other students point of view towards Examination Units staff or performance and this will give

some impact to his or her perception towards this unit either positive or negative.

Invisible Part

While the visible components can be termed as front office or front-stage, then the invisible

components can be termed as back office or backstage. As what has been explain

43

previously, the front line also needs most help and cooperation from the co-worker behind the

counter in preparing the data and information needed by the customers as well as to solve the

unsettled matter arise as well as need support from systems. The invisible organization and

systems reflect the regulations, rules, and processes upon which the organization is based.

More about technical core, it is where the inputs are processed and the elements of the service

product are created. It is backstage and invisible to the customer such as the kitchen of the

restaurant or work done by aerospace engineering in workshop. Take the example in

Examination Unit, it is the back office where lots of computer with the latest software are

belongs to and it is a place where the backstage staff processed the data and information of

examination and other related matter.

So, by adapting this Servuction System into counter service, for sure we will get a better view

regarding counter service. Also by knowing the parties and matter involved can shows all

interactions that make up a typical customer experience in a high-contact service.

44

CHAPTER 4

RECOMMENDATIONS

4.1 INTRODUCTION

Under this chapter, we would like to discuss on several strengths and weaknesses of counter

services derive from SWOT Analysis and also to discuss some recommendations that

Examination Unit might implement in order to improve their service performances and

service quality as well as to increase students satisfaction since that group stand as the

majority of their customers.

SWOT Analysis: Strengths, Weaknesses, Opportunities, Threats

A SWOT Analysis identifies an organizations internal strengths and weaknesses as well as

used to identify the external organizations treats and opportunities. The aim of this analysis

is to reveal competitive advantages, analyze prospects, prepare for problems and allow for

development of contingency plans.

Key: Internal External

However, there are only two elements will be discuss in the purpose of meeting the guideline

for Practical Training Report ADS 666 provided by the faculty which are strengths and

Strengths Opportunities

Weaknesses Treats

45

weaknesses. Details regarding these two will be explained in the next subtopic under this

chapter.

4.2. STRENGTHS OF COUNTER SERVICE IN EXAMINATION UNIT

Listed below are some strengths of counter service

1. Company does provide Examination Unit with a good servicescape

As what has been explained in 3.8 The Servuction System, Servicescape consist of

all nonliving features that exist during the service process happen.

In Examination Unit, inanimate environment or servicescape was well provided by

management such as physical appearances of Examination Unit, notice board and

waiting corner in front of the counter, stationeries provided at the counter, flooring as

well as lighting. Thus, this inanimate environment was helping Examination Unit in

increasing students satisfaction towards service provided by them.

2. Company does locating Examination Unit in strategic area

As we know, locating our business in a strategic place might give some additional

value to us since it make easier for the customers to find us and making transaction

with our company. Same goes with Examination Unit, it has been located in second

floor at satellite building where most of the students feel it is easy to find. Thus it

makes them to solve their matter smoothly.

As discuss above, these three are the counter service strengths that we can find out.

Therefore, management should maintain all these strengths since it might be the additional

criteria for Examination Unit to achieve its function.

46

4.3 WEAKNESSES OF COUNTER SERVICE IN EXAMINATION UNIT

Listed below are some weaknesses of counter service

1. Company does not hire enough frontline worker

Requiring staff to be at the counter all the time since we cannot predict when the

customer might come, it will bring some disadvantages to counter services as well as

stand as one of weaknesses of it. When it required staff to be there at the counter all

the time, for sure give some problem to service provider once they does not have

enough staff to be at front-line.

Adapting this situation in Examination Unit, insufficient number of front-line worker

also have be one of main problem facing by them. Thus, chaos might occur since

there is not enough or does not have staff to entertain the students once they do have

some inquiries. Then, level of satisfaction will be turning down and might bring

students away from this unit and later might reduce their main objectives in servicing

students.

2. Company did not provide necessary skills to the worker

Interpersonal skills are tends to be generic across service job and include visual

communication skills such as making eye contact, attentive listening, understanding

body language and even facial expression. Then, technical skills are skill related to

the process of completing work such as know how to use computer with latest

software as well as rules and regulation related to customer service processes.

Since all these skills are necessary for the staff to have, then it might be a problem

while providing the services in the counter if they does not expert on it. Not all the

company does train their front-line staff in concurring both interpersonal and technical

skill.

47

Adapting this situation in Examination Unit, most of the staff does not have enough

technical skill and interpersonal skills. Based on my observation, some of the staff

does not treat students well while having conversation with them besides quite slow

while using the computer. Thus, not adapting interpersonal skill while having

conversation and entertain customer besides does not good in processing the task

might show some weaknesses of counter service in this unit.

3. Company did not provide training on emotional control

Emotional labor occur when there is gap between the real emotional demand which

required front-line staff supposed to show to the customers and the gap between the

actual way front-line feel inside. Since front-line staffs are used to meet and entertain

customers, they are expected to be cheerful, friendly, compassionate, sincere or even

humble. However, as usual, most of the front-line staffs are unable to hide their

negative feeling due to stress, tiredness, having some personal matter such as

marriage problem, financial problem, children having low grades and much more.

Thus, this brings some weakness of having service through counter.

Based on my observation, this kind of problem often happen to Examination Unit staff

especially during peak hour from 11.00 am to 4.00 pm. Most of the staff does not able

to stand with variety response from the students which sometimes they do ask some

nonsense question. Thus, staffs are tend to become stress and depress besides

cannot control their negative emotion by arguing with the students. However, this kind

of weakness can be overcome if they do have high emotional control and should be

settle with high professionalism.

As discuss above, these three are the counter service weaknesses that we can find out.

However, all these need to be overcome by the company in order for them to gain more trust

48

from their customer. The solution to overcoming these weaknesses will be discussed in

subtopic 4.4.1 below.

4.4 SOLUTIONS FOR IMPROVEMENT

Since there are some weaknesses and problem arise in Examination Unit counter services,

so below are a few methods that can be used to overcome such matter. Those solutions are

including overcoming counter service weaknesses itself, improving service quality, narrowing

the gaps, and process improvement.

It is vital for all service providers or company to minimize their counter services weaknesses

and any other problem arise since it can lead to dissatisfaction of their customer. Then, in a

long term, it will bring negative effect to their business as well as reduce customers loyalty,

wealth and return of the company.

Back to the solution suggested, for sure it will bring positive impact to counter services since

I have derived from trusted expertise in service field such as A.Parasuraman, Deming and

Christopher Lovelock.

4.4.1 OVERCOMING THE WEAKNESSES OF COUNTER SERVICES

Under subtopic 3.3, some weaknesses of counter services have been explored and under

this section, some solution will be suggested to overcome all those weaknesses.

1. Hire enough number of front-line worker

Since sufficient number of staff needs to be exist all the time at counter services,

hence, hiring enough number of front-line staff can be an effective solution on this.

Some disclosure on balancing demand and capacity, company which are having their

own counter services to entertain their customer must know how to increase their

49

capacity in order to meet the demand from the number of their customer such as

front-line staff or labor.

Labor is a key element of productive capacity in all high-contact services and many

low-contact ones. If not enough staff are on duty, customers might be kept waiting or

service become rushed. Professional services are especially dependent on highly

skilled staff to create high value-added, information-based output4.

Thus, if company are able to meet the demand of increasing number of customer and

also able to increase their capacity in providing enough front-line staff, then level of

satisfaction will be turning up and might bring customer closer to their company.

2. Provide training to worker

Since interpersonal skills are tends to be generic across service job and include

visual communication skills such as making eye contact, attentive listening,

understanding body language and even facial expression; and seems difficult for

much worker to expert on that, it is good for management to provide some training

and teach them on how to handle the customers in a proper manner.

Same goes with technical skills. It are skill related to the process of completing work

such as know how to use computer with latest software as well as rules and

regulation related to customer service processes. Therefore, company might increase

their worker technical skill by involving them in program related such as Software and

Computer Management Program and so on.

3. Train staff on emotional control

Firms need to be aware of ongoing emotional stress among their employees. They

should make sure their employees are trained to deal with emotional stress and know

4 ibid

50

on how to cope with pressure from customers. If not, they will use a variety of ways to

resist the stress emotional labor5.

It is vital for all companies to turn their weaknesses into strengths in order to make them stay

competitive with other rival company. Then, management might use all these suggested

recommendation in order for them to overcome the weaknesses of Examination Unit as well

as increasing the management quality in University of Selangor. Then, indirectly it will make

the students to satisfy with this university besides can increase society trust towards them.

4.4.2 NARROW THE GAPS

Since Gap Analysis can be a tool for us to examine and analyze between customers

expectation and our actual services as what has been discussed in chapter three, so it is

good for us to narrow the gap since more narrow the gap, more close the customer

expectation with our actual service performances. So, below is the method or solution on

how to narrow the gap for Examination Unit counter service. Something to ponder, this Gap

is closely related with subtopic 3.7 in the previous chapter.

Types of Quality Gap Proposed solutions


Suggestion: Educate management about what customers

expect such as:

1. Increase interactions between customers and

management. If the students, especially the new

one think they may asked the information

regarding the their financial record to Examination

Unit, so staff Examination Unit might inform to

5 ibid

51

them the scope of work of that unit such as by

putting function and objective of Examination Unit

in the notice board. So they might have some new

idea regarding that matter.

2. Implement an effective customers feedback

system that includes satisfaction research,

complaint content analysis and customer panels.

Management can implement some feedback in

order for them to gain knowledge regarding

students knowledge about Examination Unit by

carrying some survey through face-to-face

interview, telephone interview, written

questionnaires and much more.

The choice of data collection mode mail, internet,

personal interview or group administration is

related to the sample frame, research topic,

characteristics of the sample and available staff and

facilities; it has implications for response rates,

question form and survey costs (Floyd and Fowler

2002: 58)


Suggestion: Establish the right service processes and

specify standards. The actual service standard that they

set for service delivery is seven working days. So, they

might:

1. Getting the customer service processes right by

standardize repetitive work tasks to ensure

52

consistency and reliability by substituting hard

technology for human contact and improving work

method (soft technology). Reminding the staff to

maintain the standard of processing which is

maximum of seven days.

2. Ensure that employees understand and accept

goals, standards, and priorities. Informing the

importance for us to maintain the standard of

delivery within seven days. It is to meet the

students requirement to submit their academic

transcript in their special event especially in

applying for a job.


Suggestion: Ensure that performance meets standards

that are based on customer needs and expectations

1. Ensure that customer service teams are motivated

and able to meet service standards by train

employees on the technical and soft skills needed

to perform their assigned tasks effectively,

including interpersonal skills, especially for dealing

with customers under stressful conditions.

2. Install the right technology, equipment, support

processes, and capacity by select the most

appropriate technologies and equipment for

enhanced performance.

Gap 4: The Communications

Suggestion: Close the internal and external

53

Gap communications gaps by ensuring that communications

promises are realistic and correctly understood by

customers

1. Be specific with promises and mange customers

understanding of communication content such as

identify and explain, in real time, the reasons for

short comings in service performance, highlighting

those cannot be controlled by the firm. The staff

has to explain on the procedure for requesting

transcript to students until they can capture the

points and must not tend to skip some procedure.


Suggestion: Tangibilize and communicate the service

quality delivered

1. Make service quality tangible and communicate

the service quality delivered such as for complex

and credence services, keep customers informed

during service delivery on what is being done, and

give debriefings after the delivery so that

customers can appreciate the quality of service

they received.

Gap 6: The Service Gap

Suggestion: close gaps 1 5 to consistently meet

customer expectations

Thus, manager of Examination Unit might use this recommendation in narrowing the gap

where can be used in examine and analyze between customers expectation and the actual

54

services provided by that unit. Solution given is useful to be implementing since I have adapt

the real situation that happen in there.

4.4.3 PROCESS IMPROVEMENT

For the purpose of increasing the process quality in meeting the students request such as

preparing for their academic transcript, management of Examination Unit might use one well-

known technique for continuous improvement which is captured in plan-do-check-act (PDCA)

cycle proposed by Deming.

Figure 5: Demings Quality Improvement Wheel

Demings approach is represented in a wheel and consists of four steps which are plan, do,

check and act. Table below will explain details on those steps.

Check

Act Plan

Do

Time

Quality

Level

55

Steps Elaboration Example

Plan

Under this step, one problem that

often becomes a barrier for us to

achieve customer satisfaction will

be select and will be analyze.

Similar example was taken when we are

discussing in Delivery Gap in Chapter

Three which is about the differences

between service standards and actual staff

performance on these service delivery

standards. The standard time taken for a

staff to complete the students transcript is

7 trading days only but the staff required 10

trading days to complete the process.

The long delivery process had been

identified and selected as it is the factor that

leads the students to unsatisfied and it

should be analyze.

Do

The solution will be implemented

on trial basis. Then, the solution

that has been implemented should

be monitor by collecting data on

performance measures and

nothing progress against

milestone.

As what I have explained in Chapter Two

on my Daily Practical Training Task under

Week Three, I have to deal with the grade

point average (GPA) and cumulative grade

point average (CGPA) of the students

before providing students with their

academic transcript. I need to recheck on

both of their CPA and CGPA in order to

prevent from any mistake either major or

minor since sometimes the computer

56

system does calculate it wrongly and this

will give effect to the accuracy of the

students academic transcript.

Thus, having problem with computer

system might cause the inaccuracy of GPA

and CGPA and then demanding staff to

calculate it manually. This will lead to the

delay of delivery process to students.

So the suitable solution is Examination Unit

might uninstall the outdated and install the

new updated software which capable to

calculate GPA and CGPA quickly,

accurately and precisely.

Check

The results of the change will be

review and evaluated. Whether the

solution is having the intended

effect or not, it should be check

under this step.

Thus, management might try to use this

new updated software to calculate the

students GPA and CGPA. Then directly

they can conclude whether new updated

software enables to faster the process of

preparing academic transcript or not.

Act

Standardize the solution if it is

brings the intended effect and all

involved workers will be trained

using new method as find out in the

If the manager find out the new software

are able to solve their problem, thus

manager might install the updated software

to each of the computer in back-stage to

57

solution. standardize the solution used which is

replacing outdated GPA and CGPA

calculator software with new ones.

All these step are sometimes not being done once but might be repeated continuously by the

management until they are able to find the perfect solution. However, in my opinion in the

case of delaying of delivery process in Examination Unit, uninstalling outdated software and

replacing it by installing the new updated and latest software might be the most effective

solution. This is because based on my experience in handling academic transcript process,

only the outdated software has become major contribution to the delaying of the process.

Other factors do running well. The Chief of Examination Unit is always there to put her sign

on the finished academic transcript, printing machine are working well and staffs are also

performing their task perfectly.

58

CHAPTER 5

CONCLUSION

Chapter One

Under Chapter One, for Introduction of the organization, I have explained on the background

of University of Selangor such as when University of Selangor has been established, main

factor that encouraging the state of Selangor to establish this university and also some

information pertaining this university first intake of its students.

Next, mission and vision also have well elaborated. Their mission is committed to provide

excellent and conducive learning environment to develop competent, upright and ethical

professionals and scholars. Then, the vision is to be a renowned university that nurtures

professionals and scholars with high moral and ethical values.

Another element such as organization structure and core business of the organization also

has been highlighted.

Besides that, other relevant information pertaining to University of Selangor has been

disclosed under this chapter which is regarding the objective and function of Examination

Unit since I have been assigned to carry out my practical training in that unit.

At the same time, organizational structure had been disclosed too for the purpose of knowing

the top management of this university.

Chapter Two

In completing Chapter Two, Schedule of practical training, I have tabulated my daily training

extracted from the Log Book.

59

However, for initial understanding, I have explained some information on that matter under

the introduction of Chapter Two. Refreshing back the history, I have been assigned by my

supervisor, Madam Qiesty Zarina binti Ghazali, the Senior Assistant Registrar in University of

Selangor with lots of challenging task. However, I am so proud of myself since I can

complete those entire tasks.

Other than that, I also provide with some details on my practical training date in Table One.

As what I have explained in Chapter Two, I have started my five weeks practical training on

July 22nd 2013 and finished it on October 30th 2013.

Next, I also make some description regarding jobs and tasks that has been executed by me

throughout my practical training starting from week one until week five. As what has been

summarized in the Table One, it is the entire task that I have been assigned to during my five

weeks of practical training.

Chapter Three

In completing Chapter Three, I have made some analysis on one area of task assigned to

me which is counter service. I have come out with a few facts such as Designing Service

Concept since some experienced service marketers recognize the need to take holistic view

of the entire performance they want customers to experience and concerning on that, I am

eager to come out with that theory in my report.

Under Chapter Three, I am also give some definition of counter service concept. Three

different levels of counter service concept are the customer level, service at the counter and

support service. Other than that, for more clear view, I have come out with the example of

counter service scenario that happen in Examination Unit counter service which is Request

of Transcript Form Flow Chart.

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Then, to make my report more trusted, I have elaborate on some valid theories from some

expertise regarding service area such as Dimensions of Servqual and Identifying Service

Quality Problems are adapted from study carry out by A. Parasuraman. Then, Servuction

System is adapted from Pierre Eiglier.

Chapter Four

After begin by explaining some fact in the introduction for Chapter Four Recommendations, I

am then proceeded to explain some strengths and weaknesses of counter services.

Then, I am also come out with some solution to overcoming problem and weaknesses of

counter services. It is vital for all service providers or company to minimize their counter

services weaknesses and any other problem arise since it can lead to dissatisfaction of their

customer. Then, in a long term, it will bring negative effect to their business as well as reduce

customers loyalty, wealth and return of the company.

The example of solutions suggested are including method to overcoming the weaknesses of

counter services and how to narrow the gaps. It is important to narrow the gap since it can be

use as a tool to examine and analyze between customers expectation and our actual

services.

Other those two, another solution also has been disclosed. It is a solution regarding process

improvement.

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REFERENCES

Christopher H. Lovelock, Patricia Chew, and Jochen Wirtz (2012) Essentials of Service

Marketing. Singapore: Pearson

Christopher Lovelock and Jochen Wirtz (2011) Service Management: People, Technology,

Strategy 7th ed. New Jersey: Pearson

Eric Langeard, John E. Bateson, Christopher H. Lovelock, and Pierre Eiglier. (August

1981) Service Marketing: New Insight from Customers and Managers. Report#81-904

James A. Fitzsimmons and Mona J. Fitzsimmons (2011) Service Management: Operations,

Strategy, Information Technology 7th ed. Singapore: McGraw Hill

Rosmah Installed As First Unisel Chancellor. (2013, August 22nd) Bernama

Valarie A. Zeithaml and Mary Jo Bitner (1996). Service Marketing. New York: McGraw-Hill.

Valarie A. Zeithaml, A. Parasuraman, and Leonard L. Berry (1990). Delivering Service

Quality: Balancing Customer Perceptions and Expectations. New York: The Free Press

aslinda ramely practical report in unisel shah alam cam

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