A REQUIREMENT MODEL FOR CUSTOMER COMPLAINT

SYSTEM BASED ON CRM: A CASE OF UNIVERSITI UTARA

MALAYSIA

MUHAMMAD NANDA RIMANSYAH

UNIVERSITI UTARA MALAYSIA

2011
 A REQUIREMENT MODEL FOR CUSTOMER COMPLAINT
SYSTEM BASED ON CRM: A CASE OF UNIVERSITI UTARA
MALAYSIA

A project submitted to Dean of Awang Had Salleh Graduate School in partial

Fulfillment of the requirement for the degree of
Master of Science (Information Technology)
Universiti Utara Malaysia

By
Muhammad Nanda Rimansyah
 DEAN OF AWANG HAD SALLEH GRADUATE SCHOOL
UNIVERSITI UTARA MALAYSIA

1 PERMISSION TO USE

In presenting this project in partial fulfillment of the requirements for a

postgraduate degree from the Universiti Utara Malaysia, I agree that the University
Library may make it freely available for inspection. I further agree that permission for
copying of this project in any manner in whole or in part, for scholarly purposes may
be granted by my supervisor(s) or in their absence by the Dean of Awang Had Salleh
Graduate School. It is understood that any copying or publication or use of this
project or parts for financial gain shall not be allowed without my written permission.
It is also understood that due recognition shall be given to me and to Universiti Utara
Malaysia for any scholarly use which may be made of any material from my project.

Requests for permission to copy or to make other use of materials in this

project, in whole or in part, should be addressed to

Dean of Awang Had Salleh Graduate School

College of Arts and Sciences
Universiti Utara Malaysia
06010 UUM Sintok
Kedah Darul Aman
Malaysia

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 2 ABSTRACT

Customer complaints’ play an important role in improving the services in higher

institutions, and it is important to know how to handle them more efficiently in order

to keep and maintain the relationships with the “customers” such as student, alumnae,

staff members, faculty (college) members, and etc. At the moment, the customer can

only lodge their complaints, but their problem might not be entertained. This project

is focused on deriving a requirement model of the customer complaint system for

universities based on CRM perspective. A prototype is developed based on the

proposed requirement model and this prototype is evaluated by using perceived

usefulness and ease of use where the respondents are from Universiti Utara Malaysia

(UUM) students. The feedbacks from 50 respondents about the system prototype are

quite good which are showed with 5.46 grand mean for perceived usefulness factor

and 5.37 grand mean for perceived ease of use factor with the scale of 7. Therefore, it

can be concluded that the prototype is useful and easy to use. This requirement model

is expected to facilitate the other university to develop and enhance the system for

customer complaint.

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 3 ACKNOWLEDGEMENT

All praise is due to Allah SWT, and peace and blessing be upon Prophet Muhammad

SAW, his Family and his Companions. I would like to express my appreciation to the

following persons who always help me during this project paper.

I would like to acknowledge for the advices, guidance, support, and kindness of Dr.

Nor Laily Hashim, my supervisor. Thank you for all the opportunities that you have

showed me to which definitely will help me in my future career. And also thanks to

my evaluator, Dr. Husniza Husni for her support during the evaluation of my project

paper.

I acknowledge the students from Universiti Utara Malaysia for their supports to test

and give their feedbacks regarding my system prototype of this project.

I would like to give high appreciation to my family; my late father, Ir. H. Karim

Hasan, who never stopped support and encouragement to my study, my mother, Dr.

Ir. Hj. Nyimas Manisah, my sister, Siti Marisa Noviani, who always standing by me,

supporting me, and giving me spiritual uplifting. Lastly, I would like to thank my

friends especially my ex-roomate; Mohd Amirul Hafidz bin Ahmat, who always

sharing knowledge with me; and special thanks to Daisy Puspita Sari who always

patiently give me spirit, and courage in order to finish my project paper.

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4 TABLE OF CONTENTS

PERMISSION TO USE .................................................................................................. i

ABSTRACT ...................................................................................................................ii
ACKNOWLEDGEMENT ........................................................................................... iii
TABLE OF CONTENTS .............................................................................................. iv
LIST OF TABLES ........................................................................................................ vi
LIST OF FIGURES .....................................................................................................vii
CHAPTER ONE: INTRODUCTION ............................................................................ 1
1.0 Introduction ..................................................................................................... 1
1.1 Problem Statement .......................................................................................... 3
1.2 Research Questions ......................................................................................... 4
1.3 Objectives of Studies ...................................................................................... 4
1.4 Project Scope .................................................................................................. 4
1.5 Significance of Studies ................................................................................... 5
1.6 Organization of the Report.............................................................................. 5
CHAPTER TWO: LITERATURE REVIEW ................................................................ 7
2.0 Introduction ..................................................................................................... 7
2.1 CRM ................................................................................................................ 7
2.1.1 The Objectives of CRM ........................................................................... 8
2.1.2 The Components and Applications of CRM ............................................ 9
2.2 CRM for University ...................................................................................... 11
2.3 Complaint ...................................................................................................... 12
2.3.1 Significance of Complaints .................................................................... 13
2.4 Handling Customer Complaints .................................................................... 13
2.5 Summary ....................................................................................................... 15
CHAPTER THREE: METHODOLOGY .................................................................... 16
3.1 Awareness of Problem .................................................................................. 17
3.2 Suggestion ..................................................................................................... 18
3.3 Development ................................................................................................. 18
3.3.1 Platform Architecture for Prototype ...................................................... 20
3.3.2 Application Server ................................................................................. 22
3.3.3 Database ................................................................................................. 22

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 3.4 Evaluation...................................................................................................... 23
3.5 Conclusion..................................................................................................... 24
3.6 Summary ....................................................................................................... 24
CHAPTER FOUR: REQUIREMENT MODEL AND EVALUATION OF SYSTEM
PROTOTYPE .............................................................................................................. 25
4.0 Introduction ................................................................................................... 25
4.1 UUM Current Complaint System .................................................................. 25
4.2 Software Requirement Specification ............................................................. 27
4.2.1 List of Requirements: ............................................................................. 27
4.2.2 USECASE Specification ........................................................................ 32
4.3 Evaluation of System Prototype .................................................................... 58
4.3.1 Population and Sample .......................................................................... 58
4.3.2 Reliability Analyses ............................................................................... 59
4.3.3 Analyses and Results ............................................................................. 60
4.4 Summary ....................................................................................................... 61
CHAPTER FIVE: CONCLUSION.............................................................................. 62
5.0 Introduction ................................................................................................... 62
5.1 Findings and Results ..................................................................................... 62
5.2 Limitation ...................................................................................................... 64
5.3 Future Works ................................................................................................. 65
5.4 Conclusion..................................................................................................... 65
REFERENCES ............................................................................................................ 66

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5 LIST OF TABLES

Table 1: Respondent Demographic .............................................................................. 59

Table 2: Reliability Analysis ....................................................................................... 59
Table 3: Perceived Usefulness ..................................................................................... 60
Table 4: Perceived Ease of Use ................................................................................... 60

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6 LIST OF FIGURES

Figure 2.1: CRM Systems for Handling Customer Complaint Process ........................ 9
Figure 2.2: Complaint Handling Process ..................................................................... 14
Figure 3.1: The General Methodology of Designing research .................................... 16
Figure 3.2: Gantt Chart ................................................................................................ 17
Figure 3.3: Prototyping based Methodology ............................................................... 19
Figure 3.4: MVC Architecture ..................................................................................... 21
Figure 4.1: Usecase Diagram ....................................................................................... 30
Figure 4.2: Database of CCS Prototype ....................................................................... 32
Figure 4.3: Usecase for Register .................................................................................. 30
Figure 4.4: Register Page ............................................................................................. 32
Figure 4.5: Usecase for Login ...................................................................................... 34
Figure 4.6: Login Page ................................................................................................. 35
Figure 4.7: Homepage - Administrator ........................................................................ 35
Figure 4.8: Homepage - Technician............................................................................. 36
Figure 4.9: Homepage - Customer ............................................................................... 36
Figure 4.10: Usecase for Manage Users ...................................................................... 37
Figure 4.11: View Users Page ..................................................................................... 38
Figure 4.12: Add Users Page ....................................................................................... 39
Figure 4.13: Edit Users Page ....................................................................................... 39
Figure 4.14: Usecase for Manage Complaint .............................................................. 40
Figure 4.15: Complaint via Phone Page ...................................................................... 41
Figure 4.16: Complaint cvia SMS Page ....................................................................... 42
Figure 4.17: Usecase for Create Complaint ................................................................. 42
Figure 4.18: Create new Complaint Page .................................................................... 44
Figure 4.19: View Complaint Page .............................................................................. 44
Figure 4.20: Usecase for View Complaint ................................................................... 45
Figure 4.21: View Complaint Page - Technician......................................................... 46
Figure 4.22: Usecase for create feedback .................................................................... 46
Figure 4.23: Feedback Page ......................................................................................... 48
Figure 4.24: Usecase for Create Warning Message ..................................................... 48
Figure 4.25: Warning Page .......................................................................................... 50
Figure 4.26: Usecase for View Warning Message....................................................... 50
Figure 4.27: View Warning Page - Technician ........................................................... 51
Figure 4.28: Usecase for Manage FAQ ....................................................................... 52
Figure 4.29: View FAQ Page....................................................................................... 53
Figure 4.30: Add/edit FAQ Page ................................................................................. 54
Figure 4.31: Delete FAQ Page ..................................................................................... 54
Figure 4.32: Usecase for View FAQ............................................................................ 55
Figure 4.33: View FAQ Page....................................................................................... 56
Figure 4.34: Usecase for View Profile ......................................................................... 56
Figure 4.35: View Profile Page .................................................................................... 57

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 CHAPTER ONE

INTRODUCTION

1.0 Introduction

Customers’ complaints play very important role for any organizations including

universities. Complaints could bring benefits to the organizations such they may

identify areas that needed improvement, provide opportunities for customer to

voice their opinion on certain matters, and also provide quality service and

satisfaction to the customers. So, it is very important to handle a costumer’s

complaint, because it may lead to an improvement for customer service in the

organization.

A complaint is a statement that shows unsatisfactory/unacceptable

(http://oxforddictionaries.com/definition/complaint), or it also may define as a

description of a problem and procedures that a person follow in order to resolve

that problem before reaching the point where he or she does not know how to

proceed (http://uk.ask.com/what-is/what_is_a_complaint). Those whoever

receiving the complaints usually view them as negative attacks by disaffected

people, however, complaints can also bring advantages.

One of the areas of study that deals with customer complaints is Customer

Relationship Management (CRM). CRM is a business strategy that combines the

1
The contents of
the thesis is for
internal user
only
5.3 Future Works

In the future, may be the requirement can be expanding based on the universities

that want to use this proposed requirement model. For example, the complaint

system can have more functions like integrating with email (Email Complaint),

and etc. Additionally the prototype of system has been used in this project were

JSP/Java and MySQL for storing the data, for the future it also possible to develop

the system/system prototype using other technology like PHP, ASP.NET, and

using ORACLE, MS-SQL for storing the data.

One function that should be added as the future work is to notify the customer

through their mobile phone (SMS) so it can make them feel the system is more

useful for them, and know whether their complaint is handled or not. In addition,

the evaluation of the system in this project only has the sample of 50 respondents,

for the future work it can be evaluated by more respondents so that the sample

population reflects the actual population.

5.4 Conclusion

Complaint is very important for the organization including university. Every

customer has the rights to give complaint and feedback to the university so the

university should know how to maintain the relationship with these customers.

The requirement model that produced by this project is hoped to facilitate the

other university to develop and/or enhance the system for customer complaint. By

using the prototype that has been developed, the university can try to use the

system prototype before they can develop or enhance their complaint system.

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