Citation

Ibrahim, Mohamed Haniff (2024) Service culture and employee attitude towards elevating the internal service quality of the Malaysian telecommunication industry. Other thesis, Multimedia University.

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Abstract

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 400 respondents. 276 employees responded (69%) 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.

Item Type:	Thesis (Other)
Additional Information:	Call No.: HF5415.5 .M64 2024
Uncontrolled Keywords:	Customer services
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Management (FOM) > DBA Programme
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	20 Feb 2025 06:48
Last Modified:	20 Feb 2025 06:48
URII:	http://shdl.mmu.edu.my/id/eprint/13517

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