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.

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.

nd

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

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

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

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

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

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

Bin Haji Masduki

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

Ismail Bin Adam

Board of Director

Y.A.B Tan Sri Dato Seri Abdul

Khalid Bin Ibrahim - Chairman

Y.B. Dato Rashid Bin Din

Y.B Datin Paduka Zauyah Be

Binti T. Loth Khan

Y.B Dato Mohd Arif Bin Ab.

Rahman

Y.B. Puan Dr. Halimah Bt. Ali

Y.B. Dr. Che Rosli Bin Che Mat

Y.B Dato Dr. Ir. Muhamad

Zohadie Bin Bardaie

Y. B Cik Faekah Bt. Haji Husin

Executive

Prof. Dr. Haji Anuar Bin Haji

Ahmad - President / Vice
Chancellor

Prof. Dr. Khafilah Binti Din Vice President / Dvc

(Academic)

Prof. Madya. Haji Zainal Abidin

Bin Kidam - Vice President /
Dvc (Student Affairs)

Prof. Dr. Ir. Mohamed Bin

Daud
Vice President / Dvc (Strategic
Planning & Developement)

Mohammad Bin Hj. Sulaiman

Registrar

Prof. Madya Azmi Bin Ariffin

Chief Financial Officer

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

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.

10

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

One

Two

Three

Four

Five

Number

Date

Day

22 July 2013

Monday

23 July 2013

Tuesday

24 July 2013

Wednesday

25 July 2013

Thursday

27 July 2013

Saturday

28 July 2013

Sunday

29 July 2013

Monday

30 July 2013

Tuesday

31 July 2013

Wednesday

10

1 August 2013

Thursday

11

2 August 2013

Friday

12

14 August 2013

Wednesday

13

15 August 2013

Thursday

14

16 August 2013

Friday

15

19 August 2013

Monday

16

20 August 2013

Tuesday

17

21 August 2013

Wednesday

18

22 August 2013

Thursday

19

23 August 2013

Friday

20

24 August 2013

Saturday

21

26 August 2013

Monday

22

27 August 2013

Tuesday

23

28 August 2013

Wednesday

24

29 August 2013

Thursday

25

30 August 2013

Friday

Table 1: Overview on Practical Training Date

11

2.2.1 DAILY PRACTICAL TRAINING TASKS FOR WEEK 1

Week

Task

Description of Task

Week 1

1. Visit Secretariat Room

Allocated in Examination Unit, I have been introducing

and Art and Design

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

22/07/2013

27/07/2013

Department

Book Article 2.1 regarding the working hours of the

2. Checking Examination

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

Secretarial Work File

entitled Pelepasan Pulang Awal Sempena Ramadhan

1/13/34; 2/13/34 and
3/13/34

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

3. Reading Chief
Invigilator and Invigilator

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

Responsibility: Final

visiting the Secretariat Room and Art and Design

Examination Guideline,

Department, checking Examination Secretarial Work

Candidates Absent for

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

Final Examination Flow

Invigilator Responsibility: Final Examination Guideline,

Chart, Examination

Candidates Absent for Final Examination Flow Chart,

Misconduct Flow Chart.

Examination Misconduct Flow Chart.

4.Wrote final examination
table number
5.Managing student
Examination quarantine

I also have been asked to write the final examination

table number, data processing for student examination

and Examination

quarantine from previous examination session and

Report 1/2/34 session

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

6.Counter Service

that, I also had dealing with some counter services

7.Answering telephone

where I need to deal with the students who come and

12

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,

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

13

students, I only sit and answering my final examination

question during completing my previous semester in
Universiti Teknologi Mara UiTM.

14

2.2.2 DAILY PRACTICAL TRAINING TASKS FOR WEEK 2

Week

Task

Description of Task

Week 2

1.Answering the

I had to pick up the telephone calls and again

28/07/2013

telephone calls

arranging examination answer booklet. I have to

2/08/2013

2.Arranging answer

answer the telephone calls where the caller may

booklet

consist of lecturers, students and parents too. They

3.Managing final

may ask for much kind of issues and for sure I need
examination
attendance slip
4.Invigilating Final

to make myself full prepared with all the latest info

regarding the final examination that took place during

Examination

that time. Then, discussing about arranging answer

5.Managing Examination

booklet, I have to arrange all those colorful answer

Secretariat Work File

booklet in order to make it easier for the secretariat

2/13/34 and 3/13/34

members to assign it according the venue of

session

examination since final examination was took place in

6.Counter Service

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.
15

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,

16

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.

17

2.2.3 DAILY PRACTICAL TRAINING TASKS FOR WEEK 3

Week

Week 3
14/08/2013
16/08/2013

Task

Description of Task

1.Counter Service

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

2.Managing Request for

counter services and same goes with another

Transcript Form and

previous week, I have completed this task with

Transcript Record Book

maximum of happiness. This is because for me, this

3.Rechecking grade point

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

Average (GPA) and
cumulative grade point
average (CGPA)

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.
18

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.

19

2.2.4 DAILY PRACTICAL TRAINING TASKS FOR WEEK 4

Week

Task

Description of Task

Week 4

1.Rechecking grade

On the first day, have started my working day by

19/0802013

point average (GPA)

continue my incomplete task from previous week. I

and cumulative grade

24/08/2013

point average (CGPA)

am not being able to complete the last week task

which is rechecking grade point average (GPA) and

2.Managing Senat

cumulative grade point average (CGPA), since there

Approval on Final
Examination Result 24

are too many numbers of students involved.

July 2013 No 07/2013

3.Sorting past year final

On my second day, I have dealt with the Senat

examination question

Approval on Final Examination Result 24 July 2013

papers

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

4.Print out the academic

for sure there are lots of matters arise such as the

history

matter related with the students grade. Some of the

5.Counter Service

lecturer was wrongly record their students grade and

6.Preparing new student

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

Undergraduate

Final Examination Result was needed in order to put

registration process

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
20

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 ProChancellor 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.

21

2.2.5 DAILY PRACTICAL TRAINING TASKS FOR WEEK 5

Week

Week 5
26/08/2013

Task

Description of Task

1.Print out the academic

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

histories

to print out all the related students academic

2.Counter Service

30/08/2013

3.Managing forms

histories. In other words, it is the unofficial transcript

of the students and the purpose of printing out all

4.Managing the

those academic histories is due to make some

submission of Request of
Transcript Form
5.Answering telephone
calls

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
22

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.

23

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

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

24

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,
25

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
26

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
27

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
28

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.

Section in front of
the counter

Section at the
counter

Section behind
the counter

Customers

Service at the
Counter

Support Service

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
29

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.

End

Start

Students get and fill

the form

Examination Unit
released transcript

Students get
approval from:

Students keep a copy

of the form

Security Unit

Key:

Library
Finance Department
Record Unit

Students submit
form to Examination
Unit

Involved with
counter services in
Examination Unit

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

30

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.
31

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.

32

Dimensions
Tangibles

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

Queries
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?

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?

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?

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?

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?

Assurance
1. Credibility

Empathy
1. Access

2.

Communication

3. Understandin
g the
customer

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

33

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.

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

34

Word of Mouth
Communications

Personal Needs

Past Experience

Expected Service
Gap 6: The Service Quality Gap

CUSTOMER
Perceived Service
Gap 5: The Perception Gap

----------------------------------------------------------------------------------------------------------------Service Delivery
Gap 3: The Delivery Gap

External
Communications to
Customer
Gap 4: The Communication Gap

SERVICE FIRM
Service Quality
Expectations
Gap 2: The Policy Gap

Management
Perception of
Customer
Expectations
Gap 1: The Knowledge Gap

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.

35

Gap

Gap 1: The Knowledge 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.

36

Gap 2: The Policy Gap

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.

Gap 3: The Delivery Gap

What is Delivery Gap: Delivery Gap is the differences

between

service

standards

and

actual

performance on these service delivery standards.

Application: The standard time taken for a staff to

37

staff

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

38

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.

Gap 5: The Perception Gap

What is Perception Gap: Perception Gap is the gap

occurs when there are differences between the actual

Perceive Service Quality

1. Expectation Exceeded

service delivered and what customers think they might

receive.

ES < PS (Quality Surprise)

2. Expectation Met
ES = PS (Satisfactory Quality)

Application: Students did not receive the accurate

explanation on the transcript requesting procedure.

3. Expectations Not Met

ES > PS (Unacceptable
Example: Azizul Amri was expecting that he might get
Quality)
the clear explanation from the staff regarding the
#Key: ES is Expected Service
procedure but the staff did not give any explanation to
PS is Perceived Service
him. So this gap is also wide.

Gap 6: The Service Quality Gap

What is Service Quality Gap: Service Quality Gap is the

39

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

Service Delivery System
Service Operations System

Inanimate
Environment /
Servicescape
Technical core

Customer A

Contact Personnel
/ Service Providers
Customer B
Back stage (invisible)

Front stage
(visible)

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

40

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

41

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
42

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.

43

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:

Strengths

Opportunities

Weaknesses

Treats

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

44

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.

45

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.

46

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

47

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

48

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

ibid

49

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

Gap 1: The Knowledge 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

ibid

50

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
system

that

includes

customers feedback
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

interview,

survey

telephone

through

face-to-face

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)

Gap 2: The Policy Gap

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

51

repetitive

work tasks

to

ensure

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.

Gap 3: The Delivery Gap

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:

52

Close

the

internal

and

external

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.

Gap 5: The Perception Gap

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

53

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 wellknown technique for continuous improvement which is captured in plan-do-check-act (PDCA)
cycle proposed by Deming.

Quality
Level

Plan

Act
Check

Do

Time
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.

54

Steps

Plan

Elaboration

Example

Under this step, one problem that Similar example was taken when we are
often becomes a barrier for us to discussing in Delivery Gap in Chapter
achieve customer satisfaction will Three which is about the differences
be select and will be analyze.

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 As what I have explained in Chapter Two

on trial basis. Then, the solution on my Daily Practical Training Task under
that has been implemented should Week Three, I have to deal with the grade
be monitor by collecting data on point average (GPA) and cumulative grade
performance
nothing

measures
progress

and point average (CGPA) of the students

against before

milestone.

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

55

since

sometimes

the

computer

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 Thus, management might try to use this
review and evaluated. Whether the new updated software to calculate the
solution is having the intended students GPA and CGPA. Then directly
effect or not, it should be check they can conclude whether new updated
under this step.

software enables to faster the process of

preparing academic transcript or not.

Act

Standardize the solution if it is If the manager find out the new software
brings the intended effect and all are able to solve their problem, thus
involved workers will be trained manager might install the updated software
using new method as find out in the to each of the computer in back-stage to

56

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.

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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.

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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 30 th 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

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