Abstract:

Customer satisfaction and other terms such as customer service and quality, are widely used without any clear indication of their relationship. Recent business strategy has been focused on total quality, customer satisfaction and quality of service. This raises the question of whether customer satisfaction and other similar strategies are the result of a new concept or new development in business especially in a Co-operative. This research is to identify the co-operative members’ satisfaction of its service quality provided to its members. If this research comes out with a positive result, this may signify the most influential impact of co-operative which leads to the growth of the organization. This research studies the determinants of discrepancy gap between members’ expectation and perception towards services offered by the Co-operative. Five dimensions of service quality consisting of tangibility, reliability, responsiveness, assurance and empathy would be the main attributes of this research. The situational approach directs me to choose one or a few specific interactions to explore in depth. Several analysis including factor analysis, SERVQUAL, ANOVA and regression will be used to evaluate all these factors. Thus, an appropriate means of investigating the topic from this perspective is through data collection of questionnaires, plus interviewing the respondents to understand the meanings they have for their response and expectations especially in determining the attributes that most influenced the members’ satisfaction of service quality basically in a Co-operative.