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A Study on the Relationship Between Organizational Culture and Service Quality at Great Eastern Life Assurance (M) Berhad

Felly Dalilina, Nurulhuda (2011) A Study on the Relationship Between Organizational Culture and Service Quality at Great Eastern Life Assurance (M) Berhad. Masters thesis, Universiti Utara Malaysia.

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Abstract

Much attention has been focused on how to enhance service quality in order to meet customer expectations and demand. However, relatively limited studies focus on the relationship between organizational culture and service
quality in insurance industry in Malaysia. The purpose of this study is to examine the relationship between organizational culture and service quality. Data were collected from 120 Customer Service employees in Great Eastern Life Assurance (M) Bhd and gathered through questionnaire. The result was being analyzed by using Statistical Package for Social Science (SPSS)version 19.Based on the data analysis,independent variables such as
involvement,adaptability,strategic direction,and empowerment have positive correlations with service assurance,service reliability,and service equipment. Recommendations and implications for future research and practices were also discussed.

Item Type: Thesis (Masters)
Supervisor : Daud, Zulkiflee
Item ID: 3096
Subjects: H Social Sciences > HF Commerce. > HF5001-6182 Business
Divisions: Othman Yeop Abdullah Graduate School of Business
Date Deposited: 17 Feb 2013 08:27
Last Modified: 18 Apr 2016 07:24
Department: Othman Yeop Abdullah Graduate School of Business
Name: Daud, Zulkiflee
URI: https://etd.uum.edu.my/id/eprint/3096

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