The Effect of Office Administration Staffs Services towards Student’s Satisfaction in Universitas Klabat
Rouna Paoki Akademi Sekretari Manajemen Indonesia Klabat
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Abstract This research aims in getting students’ perception about the service quality that involves tangible, reliability, responsiveness, and assurance aspects of office administration staff towards students’ satisfaction in Universitas Klabat. This descriptive research used primary data that are obtained by questionnaire survey to 85 students in faculty of nursing enrolled in semester I 2016/2017. The sampling technique used in this research was sampling purposive with descriptive data analysis technique using simple regression formula with the results: (1) the tangible aspect is the highest aspect in perception of office administration staff services (2) according to students’ perception, the services of office administration staff were very satisfying, (3) there is no significant effect from service quality based on the aspects of tangible, reliability, responsiveness and assurance toward students’ satisfaction, and (4) there is a significant effect from the service quality of office administration staff based on empathy aspect towards the students satisfaction in Universitas Klabat. It can be concluded that without looking at the aspects of tangible, reliability, responsiveness, and assurance, the quality of office administration staff is good and students are satisfied; and from all aspect of service quality, the empathy aspect is the most influential aspect towards students’ satisfaction in Universitas Klabat. It is suggested to improve the service quality of office administration staff in empathy aspect and maintain the aspects of tangible, reliability, responsiveness, and assurance in services of administration staff of Universitas Klabat using different respondent. Keywords: tangible, reliability, responsiveness, assurance, empathy.
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Educating the nation's life begins with education. The government continues to prioritize the development of education, especially the quality of education in order to produce high quality and productive human resources. The primary function of educational institutions is to provide graduates, not only in large quantities but also in high quality and discipline, as well as producing a high quality worker with various types and levels of expertise. Universitas Klabat is one of the institutions of private universities in North Sulawesi, Manado with the number of students in the first semester, academic year 2016-2017 3118 students (Moedjahedy, 2016). With the number of students, the management of education must be balanced with the provision of good service, following the academic rules that have been established as the basic in order to be implemented by all academic community namely administrative staff, lecturers, students and management of this institution. In order to balance the academic rules and the vision, there is a strong commitment from the students, lecturers, administrative and management staff to implement and evaluate their activities so that the goals can be achieved in accordance with the vision and mission of educational institutions. In order to improve the service of an educational institution, a serious and continuous effort is needed so what is expected will be achieved. Efforts to improve services of an institution are a factor that cannot be ignored. One of them is the quality of adequate human resources in this case the quality of administrative office personnel. An administrative personnel who provide services need to understand the important meaning behind the services provided to the organization, leadership, and other stakeholders (Priansa, 2014). With regard to the quality of service of administrative offices at Universitas Klabat, it is deemed necessary to evaluate all education management activities, whether in the field of finance, social, external and internal environment. One of its internal environments is the students as service user agents that need special attention, because the students will bring impact to the external environment that is the general public who will assess the educational performance of Universitas Klabat. Because of the complaints about the quality of service provided by administrators who are less satisfactory so that researchers want to examine the quality of services provided by administrative office personnel in connection with satisfaction of the students that are studying at Universitas Klabat. The research questions of this study are: 1. To what extent is the quality of administrative office personnel services? 2. To what extent is the students’ satisfaction? 3. Is there a significant effect of service quality based on the tangible aspects of administrative office personnel on student satisfaction 4. Is there any significant effect of service quality based on the tangible aspects of administrative office personnel and student satisfaction? 5. Is there any significant effect on the quality of service based on the responsiveness aspects of the office administration personnel and student satisfaction? 6. Is there any significant effect on the quality of service based on the aspect of the assurance of the administrative personnel of the office and student satisfaction? 7. Is there any significant effect on the quality of service based on the empathy aspect of the administrative officers of the office and student satisfaction? Objective of the study: The objective of the study is to find out the effect of service quality based on tangible, reliability, responsiveness, assurance, and empathy aspects of office administration personnel and students’ satisfaction in Universitas Klabat. Significance of the study: It is expected that this study can be useful for office administration personnel who work in providing services so they will give satisfaction to students who are studying in Universitas Klabat RESEARCH METHOD
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Research Design The research method used in this study is descriptive. Descriptive method is a study that attempts to describe the object obtained from the subject of both individuals and groups and explain the relevant aspects of the object (Indriantoro & Supomo, 2002). This research is descriptive and it looks at effect. Questionnaires are run to gain students' perceptions of the quality of service and their satisfaction and also to see the effect between service quality and satisfaction. Instrument The instrument used in this study is questionnaires to obtain primary data from respondents who answered questions that exist in the questionnaire adapted from (Anjaryani, 2009) and (Tjiptono & Chandra, 2005). The used questionnaire consisted of two parts, first, questions that ask abouut the demography data of the respondent; second, questions to find out the effect of service quality and satisafaction. Data Collection Method Population Population is the generalization area consists of: object/subject that has particular quality and characteristics that are determined by the researcher to be learned and concluded (Sugiyono, P.D., 2013). The population was the second year nursing students with the amount of 85 students. The total samples that have been participating were 85 students. Sampling technique was sampling purposive technique which is a technique of sampling determination by particular consideration (Sugiyono, 2013). Analysis Method
1. 2. 3.
The data had been analyzed and interpreted using SPSS program, they are: To answer the first problem about service quality of office administration personnel used Mean. Untuk menjawab pernyataaan masalah kedua kepuasan mahasiswa menggunakan Frekuensi. To answer the second problem about students’ satisfaction used frequency. To answer the research questions number 3 to 7 by using the first hypothesis until the fifth hypothesis used Simple Regression Results and Discussion
To explain the statement of the first issue to what extent the quality of service of office administrative personnel at Universitas Klabat will be explained in Table 4.1 using the formula of Mean Table 4.1 The Quality of Office Administration Personnel Services
Descriptive Statistics Minimum Maximum
N Tangible
85
2.33
5.00
Mean 4.1647
Std. Deviation .60776
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Reliability Responsiveness Assurance Empathy Valid N (list wise)
85 85 85 85 85
2.17 1.20 1.67 1.17
5.00 5.00 5.00 5.00
3.8373 3.6118 3.7627 3.6275
.51433 .59790 .49023 .66401
Table 4.1 shows that from 85 samples the highest Mean is on tangible aspect, it is 4.1647, and the lowest Mean is on responsiveness aspect 3. 6118. All of them is on high category. Since the quality is referring to all thing that determine the students’ satisfaction, so the resulting service can be said qualified if it is in accordance with the wishes of the students, and can be utilized in a good an d right way (Riduwan D.M., 2014). Table 4.2 will explain to what extent the students’ satisfaction using frequency.
Table 4.2 Students’ Satisfaction Satisfaction Frequency Percent
Valid
Strongly Disagree Disagree Neutral Agree Strongly agree Total
Valid Percent
Cumulative Percent
3
3.5
3.5
3.5
10 14 8 50 85
11.8 16.5 9.4 58.8 100.0
11.8 16.5 9.4 58.8 100.0
15.3 31.8 41.2 100.0
Table 4.2 explains that most of the samples are very satisfied (50 samples) and only 3 samples that are not satisfied. Data Analysis and Interpretation To answer research question number 3 to 7 use the first to fifth hypothesis will be explained in table 4.3 using Simple Regression. Table 4.3 The effect of Service Quality Based on Tangible, Reliability, Responsiveness, Assurance, Empathy aspects towards Students’ Satisfaction. Coefficientsa
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Model
Unstandardized Standardized Coefficients Coefficients B Std. Error Beta (Constant) .200 1.078 Tangibles -.187 .226 -.091 Reliability .451 .395 .186 1 Responsiveness .088 .409 .042 Assurance -.242 .547 -.095 Empathy .970 .427 .517 a. Dependent Variable: satisfaction
T
.186 -.824 1.142 .215 -.442 2.272
Sig.
.853 .413 .257 .830 .659 .026
Based on table 4.3, it explains that the effect of service quality based on tangible aspect towards students satisfaction with the significance >0.05. Which means H0 is acceptable. It means that there is no significant effect between service qualities based on tangible aspect towards students’ satisfaction. This finding is in contrast with SERQUAL theory in Suparman (2012) which says that the physical evidence from an educational institution service includes the office facility like buildings, rooms, environment, lecturer’s performance, administration staffs, communication tools like the providence of internet, interesting websites and another media in emergency moments, service like Facebook, or other physical or virtual media. It means that without putting attention to tangible aspects, the students already feel satisfied. Table 4.3 also shows the effect of service quality based on responsiveness aspect towards students’ satisfaction with significant >0.05, H0 accepted. So it means that there is no significant effects from the service quality based on responsiveness aspect towards student’s satisfaction. This finding is also in contrast with SERQUAL theory in Suparman (2012) about the ability of the lecturers and administration staffs in responding and serving the students in a good and proper way. The administration staffs provide good direction and convenience to the students, respond to their complaints and give them the way out, assist the students and help them in solving the problem wisely. Table 4.3 also shows the effect of service quality based on responsiveness aspect with the significant >0.05. H0 is acceptable. So, there is no significant effect from the service quality based on responsiveness aspect towards the students’ satisfaction. This finding is in contrast with SERQUAL theory in Suparman (2012) which says that knowledge, skills, and credibility of lecturers and administration staffs, and its practice in service to be trustworthy. The administration staff serves professionally, they are given training and development continually, trusted, and the students feel safe, secure, and convenience. To answer questions number 7 in the fifth hypothesis based on table 4.3, there is a significant effect between service quality based on empathy aspect of administration staffs and students’ satisfaction with the significant value .05 There is no significant effect of service quality based on reliability aspect towards students’ satisfaction with significant value >.05 There is no significant effect between the service quality based on responsiveness aspect towards students’ satisfaction with significant value >.05. There is no significant effect between the service quality based on assurance aspect towards students’ satisfaction with significant value >.05. There is a significant effect between service quality based on empathy aspect towards students satisfaction with significant value