THE INFLUENCE OF RESPONSIVENESS, ASSURANCE, AND EMPATHY DIMENSIONS IN KAGAT SERVICES ON CUSTOMER SATISFACTION IN THE MALAYSIAN ARMED FORCES

This study aims to examine the influence of three key dimensions of service quality responsiveness, assurance, and empathy on customer satisfaction with the services provided by the Religious Corps of the Malaysian Armed Forces (KAGAT). Employing a quantitative approach, data were collected using a structured questionnaire and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that all three service quality dimensions significantly contribute to customer satisfaction, with responsiveness emerging as the most influential predictor (β = 0.449). The model explains 83.5% of the variance in customer satisfaction (R² = 0.835), indicating strong explanatory power. These results underscore the importance of timely service delivery, reliable assurances, and empathetic engagement in shaping positive customer perceptions within a military religious service context. The implications of this study are particularly relevant for service administrators and policy-makers in defense institutions, highlighting the need for continuous improvement in service responsiveness, trust-building mechanisms, and human-centered approaches. Overall, this research contributes to the growing body of literature on service quality in faith-based military institutions and provides practical insights for enhancing the effectiveness and satisfaction of religious services in the armed forces.