Measuring the efficiency of corporate secretary company in Kota Bharu, Kelantan based on customer satisfaction and loyalty using Data Envelopment Analysis (DEA) / Huda Husna Rusli, Nur Farhah Baharuddin and Wan Nur Ameerah Afreena Wan Mustafa

• Main Authors: Rusli, Huda Husna, Baharuddin, Nur Farhah, Wan Mustafa, Wan Nur Ameerah Afreena
• Format: Thesis
• Language: English
• Published: 2021
• Subjects: Consumer satisfaction; Public administration; Analysis
• Online Access: https://ir.uitm.edu.my/id/eprint/66263/1/66263.pdf; https://ir.uitm.edu.my/id/eprint/66263/

Corporate secretaries are well-versed in the laws that regulate a certain type of firm and sector. By relying on the skills and experience of professional corporate secretaries, company owners have a strong incentive to ensure that they are in full compliance with the law in all aspects of their operations. The corporate secretary's job is to assist these processes and ensure that the firm runs smoothly and efficiently in satisfying customer which leads to customer loyalty. However, corporate secretary still need to make improvement to overcome the inefficiency performance in delivering the task. Thus, the purpose of this study is to measure the efficiency of corporate secretary company and identify the ranking the efficiency of corporate secretary companies in Kota Bharu, Kelantan. This study applies the Data Envelopment Analysis (DEA) using the output-oriented approach. Data used in achieving the research objectives were from questionnaire distribute to 606 customers of eight corporate secretary companies selected in Kota Bharu, Kelantan. This study is expected to suggest the improvement to overcome the inefficiency performance in corporate secretary company and consistently keep up their business in order to sustain them in the long run and retain the excellent performance.