The Role of Process Standardisation on Managerial Perception of Customer Satisfaction in Manufacturing Firms of Malaysia

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Abstract
Introduction: This study examined how process standardisation can be used to improve the managerial perception of customer satisfaction in Malaysian manufacturing companies in the context of high-low business process automation. Methods: A primary quantitative methodology was used, with 250 managers, supervisors, and IT professionals surveyed using a 5-point Likert scale questionnaire. PLS-SEM and Multi-Group Analysis (MGA) were applied to analyse the data. The dimensions of Process Standardisation comprised Process Execution, Inputs & Outputs, Collaboration & Communication, Governance, Strategy, and Data. Results: Each of the six process standardisation dimensions demonstrated significant relationships with managers' perceptions of customer satisfaction. However, the MGA revealed that only some of these relationships varied significantly between firms with low and high levels of automation, data, inputs, outputs, and strategy. The other standardised process dimensions did not differ significantly between high and low automation levels. Data were found to be the strongest predictors of managerial perceptions of customer satisfaction across both high- and low-automation firms. Data were found to be strongly related to managerial perceptions of customer satisfaction in the overall sample, followed by Collaboration and Communication, Governance, Process Execution, Inputs, and Outputs. Conclusion: Strategic customer satisfaction in Malaysian manufacturing can be achieved through process standardisation. The focus on data use, administrative levels, and operational consistency, promoted through automation and manager oversight, can enhance competitiveness and quality.

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