Service Culture on Employee Attitude Towards Better Internal Service Quality in Telekom Malaysia Berhad


Ibrahim, Mohamed Haniff and Logeswaran, Aravindan Kalisri and Mohamad, Osman (2022) Service Culture on Employee Attitude Towards Better Internal Service Quality in Telekom Malaysia Berhad. In: Postgraduate Social Science Colloquium 2022, 1 - 2 June 2022, Online.

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Background - Internal service quality has attracted attention from both academics and practitioners in recent years. It is becoming increasingly important mainly due to its contribution to the success of service organizations’ performance. However, the quality of service delivered by an organization is at the core, highly dependent on the service quality given by organizations’ employees. Therefore, understanding the various determinants factors that foster desirable internal service quality is very important. Existing literatures deliberates mainly on cultural perspective to elevate service performance however there is limited knowledge of how service culture could foster internal service quality in services industries, particularly Telekom Malaysia. Purpose - The purpose of this study is to examine the effectiveness of service culture towards internal service quality of Telekom Malaysia and the mediating impact of employee attitude. In a nutshell, this research is poised to propose a conceptual framework on the influence of service culture towards internal service quality. Design/methodology/approach - The populations of this study are the employees in Network Operation Centre (NOC) in Telekom Malaysia. The research was pursued in a quantitative manner where online survey questionnaires with seven-point Likert scale was administered to gather employee perceptions. Simple random sampling method was employed of which questionnaires were sent to 450 respondents. 276 employees responded (61%) response rate. The data obtained was analyzed using Statistical Package for the Social Science (SPSS) for data screening activities while variance based Structural Equation Modelling (PLS-SEM) was employed for (1) reliability and convergent validity, (2) discriminant validity, (3) lateral collinearity and (4) hypotheses testing. Findings/Expected Contributions - The findings of the study reveal that numerous service culture components have a positive and significant effect to employee attitude and internal service quality. Out of nine direct hypotheses, six were supported whereas three out of four mediation hypotheses were supported. The study reiterates employee attitude position being pivotal in exogenous and endogenous relationship. Research limitations - Data was obtained from a single source, from internal supplier which is NOC as a support department. In the future, multiple sources of data collection by surveying not only from support team but also to the other internal supplier and front liner that could triangulate the research findings. Secondly, this study is limited to one telecommunication organization in Malaysia. In the future, data collected from several telecommunication companies in Malaysia or ASEAN would advance the understanding of the antecedents of service culture across the nation. Originality/value - This study provides impetus to service culture body of knowledge and its integral components towards elevating internal service quality. In addition, this study also contributes to the internal service quality model by integrating cultural perspective.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: service culture; internal service quality; employee attitude; PLS-SEM; Telekom Malaysia
Subjects: T Technology > TS Manufactures > TS155-194 Production management. Operations management
Divisions: Faculty of Management (FOM)
Depositing User: Ms Rosnani Abd Wahab
Date Deposited: 16 Aug 2022 01:31
Last Modified: 16 Aug 2022 01:31


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