Faculty of Administrative Science

& Policy Studies

Universiti Teknologi MARA

Bachelor of Administrative Science

The Study on The Effectiveness of Delivering Property

Information to Customers in Counter Services at
Selangor Housing and Property Board

Mohammed Firdaus bin Abdul Shukor

2019207856

October 2022 – March 2023

 Acknowledgement

‫ــــــــــــــــــم هللاِ ال َّر ْح َم ِن ال َّر ِح ْي ِم‬

ِ ‫س‬
ْ ِ‫ب‬

Alhamdulillah, first of all I would like to express my gratitude to the Almighty for
giving me the strength to complete this research proposal successfully. This
assignment is given as one of the requirements for the subject Research
Methodology and Data Analysis (ADS511) this semester.

In completing this task successfully, I got helped from many parties to prepare
this research proposal, especially to the staff of the Selangor Housing and Real
Estate Board who have provided a lot of cooperation in providing the information
and data needed to complete this research proposal. Therefore, I would like to
take this opportunity to say a thousand thanks to everyone involved in providing
ideas and cooperation during the implementation of this task.

I would also like to express my deepest appreciation to my lecturer, Dr. Azma

Asnawi bin Abd Hakim for all his comments, advice, ideas, guidance and
encouragement to develop this research proposal. With his guidance and advice,
I gained a lot of knowledge to prepare this research proposal from the
formulation of the research proposal starting from the generation of ideas to
finally writing the proposal for this subject.

Special thanks to my family for their continuous support, patience, and prayers
throughout the time I completed this assignment. I greatly appreciate their
kindness, opinion, support and advice. I hope that all the information for this
research proposal will benefit all parties and meet the guidelines and standards
set by the lecturer.

Thank you very much.

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 Declaration

I hereby declare that the work contained in this research proposal is my own
except those which have been duly identified and acknowledged. If I am later
found to have plagiarized or to have committed other forms of academic
dishonesty, action can be taken against me under the Academic Regulations of
UiTM’s.

Signed

------------------------------------------
Name: Mohammed Firdaus bin Abdul Shukor

Matric No.: 2019207856

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 Table of contents

Chapter 1: Introduction

1.1 Introduction 2
1.2 Problem statement 3
1.3 Research objectives
1.4 Scope of the study
1.5 Significance of the study
1.6 Definition of terms/concepts

Chapter 2 : Literature Review & Conceptual Framework

2.1 Introduction
2.2
2.3 [ headings as needed to organize the review]
2.4 Conceptual framework
2.5 Hypothesis (If any)

Chapter 3 : Research Method

3.1 Research design

3.2 Unit of analysis
3.3 Sample size
3.4 Sampling technique
3.5 Measurement/Instrumentation
3.6 Data collection
3.7 Data analysis

References [following the prescribed format]

Appendix A [questionnaire, interview guide,
sampling frame etc)
Appendix B

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 CHAPTER 1

INTRODUCTION

1.1 Introduction

Information delivery is the process of delivering information to the

end user in a way that is most likely to be understood and most likely to be
acted upon. It is important because it can help with the understanding of a
given topic and also increase the likelihood that someone will take action
on it. The information must be produced for target group, delivered to its
target and target group must be found out before producing and
distributing information.

The importance of information delivery for your business is

enormous. It can mean the difference between success and failure, or at
the least, it can help you avoid costly mistakes. In today’s world, it is
essential for businesses to provide the right information at the right time.
This is because people have become more informed and they are actively
seeking out information which they can relate to. They will go through
different channels and sources before they find the one that suits their
needs. The right information distributed at the right time will lead to more
leads and, ultimately, a higher return.

The Selangor Housing and Real Estate Board is a statutory body

that formulates and implements real estate housing policies and policies in
the State of Selangor. In addition, the Selangor Housing and Real Estate
Board also provides a variety of information, particularly on real estate in
the State of Selangor. Therefore, the counter services are very important
in providing information to customers who are present in obtaining various

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 information such as application conditions, types of properties, registration
and more.

In recently, there have been various issues regarding inquiry

counters, especially in the government sector. In the previous year, the
country was hit by the COVID-19 epidemic and affected many parties.
Most of the inquiry counters are also closed and the lack of working staff
makes it difficult for customers to get information. This is in line with the
saying "service quality is in the eyes of the customer" (Cartwright, 2000).
Counter service refers to the front line of the organization and it represents
the image of the organization. Cook & Verma (2002) asserted that
ultimately, front-line service workers are a critical link to customers.
Therefore, this research proposal was conducted to identify the cause and
effectiveness of information delivery at the counter services to customers.

By looking at the overall perspectives, this study is conducted to

measure the quality of delivering information in counter service in The
Selangor Housing and Real Estate Board and provide recommendations
where improvements can be made. This study also focuses on the
effectiveness of delivering property information to customers in counter
services in particular because they interact with a lot of customers every
day. The presentation on this chapter begins with the research
background, followed by the problem statement, research questions,
research objectives, scope of the study, significance of the study and
lastly the definition of terms, terminology and concepts used in this study.

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1.2 Problem statement

At some moments, delivery information in counter service can be a

challenge. Dealing with different people and trying to meet their
expectations is not an easy task. It takes patience, sharp intellect and
wisdom to navigate through the various customer moods and still provide
a professional service. One of the problem challenges is poor
communication. Poor communications can result in friction, frustration,
confusion and an extremely tense environment wherein people are not
motivated to be productive and are not inspired to collaborate. This lack of
motivation can then spill over to how staff members relate to clients and
potential customers. When poor communication occurs, it is not enough to
simply point out particular issues and challenges. In order to truly be able
to counter the effects of poor communication, it is important to look into its
causes. By realizing and learning these cases, organization may be able
to act quickly in resolving issues that occur among staff during the delivery
of information to customers at the service counter.

At this globalization period economy is changing at very high

speed, organizations must provide support for the development and must
be in align with fast growing business strategy of the organizations. The
spread of false information also has a big impact on organizations and it
will be a big challenge. Most of the information that has been delivered will
be spread quickly by the recipient of the information through various
mediums and sources such as social media and others. The spread of
fake information or news on social media now, not only spreads things
that are false or fraudulent, but it also involves elements of slander that
are so outrageous as to bring down a person's dignity and image. To
some extent this can make the community affected (Sualman, 2019). This
can also be seen during the Malaysian election season in 2018, a group of

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 digital military machines known as "cybertroopers" were deployed to
spread false information of the opponent according to Jalli (2019). The
spread of false information results in various slander and confusion due to
sources of information whose validity is doubtful. Therefore, this matter
can threaten personal and national security (Sualman, 2020).

Next, the big problem is customers need to wait for the response
that take too long. Customers today expect communication with service
departments to be instant. In fact, they want immediate resolution of their
concerns too. For example, in the hospitality industry, customers expect
an immediate response and interaction. For every minute they go without
a response, the customer service dissatisfaction elevates. In other
industries such as finance and healthcare, customers are less likely to be
waiting on their phone or email for an immediate answer. In that case,
companies use email management software to handle their scheduled
responses. Therefore, the customers will choose companies that provide
better customer service. Customer satisfaction is highly impacted by the
length of lead times which the customers spend in waiting for their orders
(Chen and Cox, 2012). This will indirectly give a bad impression and
image o to the organization.

Lastly, a very often problem faced by many on reaching out for

getting information is to have to spend time in being transferred among
departments or agents and describing the same issue. When a customer
keeps getting transferred from one agent or department to another, it
ensures that a customer will never return to you or your business in the
future. This will cause the customers will be getting frustrating to repeat
the same process after being transferred to a different department and
finally the desired information cannot be received or delivered accurately.

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1.3 Research Questions

i. What kind of information do you want to convey?

ii. What actions should be taken if often transferred from one officer to
another?

iii. What are the consequences if the information provided is not

accurate?

iv. Why does the information delivered didn’t meet the customer's
needs?

v. How can staff present information accurately?

vi. How to deal with rude communication issues between staff and
customer in counter services?

1.4 Research Objectives

[Statements that clearly show what the research will seek to achieve. These
statements must be start with an action verb – identify, determine, ascertain,
list,]. These objectives are related to the research questions posed earlier.

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1.5 Scope of Study

[The study is limited to time, place, level etc. The design choices made for
reasons of time and resources also become limitations of the study]. Conceptual
framework will delimit the study by looking at some but not all aspects of the
problem/phenomenon. While delimitation may appear like scope, there is no
need to explain this here. Your conceptual framework will do that.

1.6 Significance of the proposed study

[How will this study help to solve problems or be useful? A good guide is to
categorise the significance section in terms of theory, practice, policy etc.]

1.7 Definition of terms, terminology and concepts

[Provide a dictionary type definition of the terms and concepts to enable readers
to follow the dissertation. Definition, unless is yours, must come with a reference.
Don’t rely on Wikipedia too much for this. Find more serious sources from your
literature]

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 CHAPTER 2

LITERATURE REVIEW & CONCEPTUAL FRAMEWORK

2.1 Literature review

[Review of related and recent articles on the issues of interest. You should
organise the review of the studies according to the concepts/variables in the
conceptual framework. The studies reviewed should the basis for the definition
and also the relationship of the variables with others. The review can also
provide pointers on the new aspects that could be researched].

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2.2 Conceptual Framework

Based on the review of literature and also observation and insight into the
problem you should develop a conceptual framework of the proposed study.
What are my IVs? What is my DV? Are there mediating or moderating variables?
What is the relationship between these variables? Are there hypotheses? Are
there directional or non-directional hypotheses? How are the variables related?
What is the evidence or basis of making these claims of relationship?

Remember models describe the relationship but theories explain the relationship.
What is overall theory can be used to justify the relationship? Input-output model,
Skinner’s Behavioral Theory, Bandura’s Social Learning Theory, Fishbein &
Azjen’s Belief, Attitude, Intention and Behavior Theory, Becker’s Human Capital
Theory, Lawler’s Expectancy Theory, Blau’s Social Exchange Theory,
Contingency Theory etc.

2.3 Summary

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 CHAPTER 3

RESEARCH METHOD

3.1 Introduction

Provide a brief statement of what this chapter will do

3.2 Research design

Correlational, causal, cross-sectional, experimental, quasi-experimental,

longitudinal, factorial etc.

3.3 Unit/level of analysis

Who or what will be studied?

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3.4 Sample size

How many respondents, case or units needed for the study? This number must
be determined on the basis of sampling error, statistical requirement, statistical
power etc.

3.5 Sampling technique

What is the sampling frame to be used? What sampling technique to be used

and why?

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3.6 Measurement/Instrumentation

3.6.1 Variable A: what is the definition? What is the operational definition? Will
you use an existing measurement of the variable or develop a new one?
Will you adapt the existing measures? Are they several options? Why did
you choose this one? Do you have evidence of it reliability, validity,
suitability, appropriateness, simplicity, conceptual relevance etc.
3.6.2 Repeat for every variable in the conceptual framework.
3.6.3 Summarise the measurement issues in a tabular format [optional]

3.7 Data collection

Explain all the procedures to be followed in collecting the data. Don’t simplify it.
Add as much detail as you can. Include the process, time, people etc.

3.8 Data analysis

How will you analysis the data to draw conclusions?

3.8.1 Descriptive analysis

How will you profile or describe your the data? Frequency, counts, distributions,
means, standard deviations.

3.8.2 Testing of the hypotheses

What statistics will you use to test the relationships and test the hypotheses? Is
statistical tool adequate for the job?

3.8.3 Summarize these decisions in tabular format as illustrated below.

REFERENCES

[ Arranged in alphabetical order with a ½ inch handing indent]

Make sure all the references cited are listed here.

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APPENDICES

Relevant and related materials (i.e. questionnaire)

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