BEYOND THE SCROLL: DECODING GRADUATE SATISFACTION AND SERVICE QUALITY IN MALAYSIAN CONVOCATION MANAGEMENT
DOI:
https://doi.org/10.35631/IJEMP.933016Keywords:
Convocation Management, Service Quality, RFID Technology, Graduate Satisfaction, Higher Education OperationsAbstract
Convocation ceremonies represent a critical service encounter that reflects an institution's operational excellence and commitment to student satisfaction. This study evaluates the management of the 14th Convocation at a Malaysian public university, examining whether institutional logistics align with graduate expectations across multiple service touchpoints. Utilizing a quantitative approach, a survey was administered to 896 graduates over seven distinct ceremonial sessions. The research employed structured questionnaires to measure satisfaction across key operational domains, including robe collection, RFID system integration, graduate processions, and certificate distribution. The results indicate a high level of graduate satisfaction, with an overall mean score of 4.48. The RFID System Management emerged as the highest-rated dimension, highlighting the efficacy of smart event technology in enhancing ceremonial efficiency. Inferential analysis revealed significant demographic and temporal variances. Finding showed that female graduates reported significantly higher satisfaction levels than males, suggesting a higher sensitivity to the relational and affective dimensions of service quality. Also, satisfaction scores improved progressively in later sessions, indicating a trend of real-time operational learning and iterative improvement by the management team. No significant difference was found between undergraduate and postgraduate satisfaction, suggesting a standardized and equitable service framework across all academic tiers. These findings provide a strategic roadmap for higher education administrators. The study underscores the importance of investing in technological infrastructure, acknowledging gender-sensitive service perceptions, and adopting an iterative approach to large-scale event management. Ultimately, the convocation ceremony serves as a vital indicator of institutional quality and brand equity.
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