| Summary: | The Telecommunications industry is currently undergoing changes
due to globalisation and new technological developments (Telekom
Malaysia Berhad, 2000). Multiple mergers and acquisitions have
resulted in global expansion, liberalisation and privatisation of
the industry (Leisen and Vance, 2001). Thus, achieving the right
service quality is important as it is the driving force for productivity
and profitability (Edvardsson
et al
., 1994). Good service could be
achieved through empowerment (Tschohl, 1998); and adequately
trained staff (Gummersson, 1991).
Employees are internal customers of the organisation because
they receive services and products from other members of the
organisation to carry out their jobs (Zemke, 2002; Zeithaml and
Bitner, 1996). Thus, individual units or departments need to view
themselves as customers and suppliers (Farner
et al
., 2001). Customer
orientation of the frontline employees is crucial for business success
as the behaviour of the employees affects the customer perception
of the service (Kelly, 1992).
A study was carried out on frontline employees of
telecommunications service providers to determine the company’s
most important service attributes, as improvements in the service
attributes could improve the internal customer service quality and
eventually, the companies’ service quality.
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