Personal Interaction Encounter, Customer Involvement, Familiarity and Customer Service Experience in Malaysian Public Universities

Growing competition among Malaysian public universities makes it imperative for university management team to understand the important role of customer service experience management. Delivering a favorable customer service experience has become one of the crucial objectives in today's service environments. The primary focus of this study is on the customer service experience among Malaysian public universities’ academic staff. A sample of 454 academic staff from Malaysian public universities was collected through a survey. The data analyses for the study includes correlation and regression analyses. The most important findings are the significant positive influences of personal interaction encounter, familiarity and customer involvement on customer service experience of academic staff. Therefore, the findings are hoped to provide useful insights to Malaysian public universities’ management in managing their academic staff’ customer service experience.