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A Study of Customer Satisfaction with Planning Movement of Goods During Disaster Aid Programs: a Case Study of Flood Hit in Segamat, Johor

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A Study of Customer Satisfaction with Planning Movement of Goods During Disaster Aid Programs: a Case Study of Flood Hit in Segamat, Johor Journal of Environmental Treatment Techniques 0202, Volume 8, Issue 1, Pages: 914-908 J. Environ. Treat. Tech. ISSN: 2309-1185 Journal weblink: http://www.jett.dormaj.com A Study of Customer Satisfaction with Planning Movement of Goods during Disaster Aid Programs: A Case Study of Flood Hit in Segamat, Johor Jimisiah Bt Jaafar1*, Afzan Najieha Binti Ishak1, Sallaudin Bin Hassan1, Khairul Firdaus Bin Adrutdin1, Muhammad Imran Qureshi2 1Universiti Kuala Lumpur, Malaysia 2Universiti Teknikal Melaka, Malaysia Received: 26/05/2019 Accepted: 01/07/2019 Published: 20/02/2020 Abstract Segamat is one of the districts, which has been commonly affected by floods during the north-east monsoon that has been estimated to happen in November to March. A flood that happened at Segamat destroyed property, livestock, crops, and infrastructure. It also threatened the people's life. National Security Council (NSC) is responsible for managing the natural disaster that affected the country. Moreover, NSC is responsible for coordinating the National Disaster management, establishing and ensuring all respective policies and implementing disaster management in each level. Therefore, this research conducted a survey to study the level of satisfaction of floods victims with the disaster aid programs. Thus, a descriptive analysis has been used in the research. Sample size of the research included 367 respondents. Data have been analyzed by SPSS; a comprehensive software for data analysis. In addition, factors affecting the customer satisfaction during disaster aid programs have been identified in the research using the factor analysis. Then, the relationship between the movement of goods and the customer satisfaction during the disaster relief programs has been examined by, correlation coefficient. Findings of the research proved lower satisfaction level of customer with disaster aid programs. Moreover, for factor analysis, three factor has been extracted from six factor. It has been also found that there have been a significant relationship between planning movement of goods and customer satisfaction. Thus, it is recommended to improve comfort ability and management of delivering aid in order to promote management of disaster programs. Keywords: Customer Satisfaction, Disaster, Flood, Management, Planning, Victims 1 Introduction1 percent are hilly areas up to 1000 m (1). The unpredictable This research aimed to study the customer satisfaction with heavy rain is one of the big factors in addition to the human the planning movement of goods during disaster aid programs intervention such as poor drainage, poor planning in urban based on a case study at Segamat, Johor. In this research, development, and the attitude of people itself. According to an victims represented the customer in disaster aid programs. The interview with Captain (PA) Mohd Nazlan Bin Ruslan from flood usually hit Segamat during the north-east monsoon. Malaysia Civil Defence Department, the huge flood happened Therefore, we focused on the management of flood disasters in five years for one time in 2006, 2011, and 2017. during the preparation and response phase of a disaster. There It is notable that NSC is the agency responsible for the are three types of flood that happen in Malaysia. They are National Security Division, Prime Minister Department plans categorized as natural disasters, man-made disasters, and for the operation during the disaster (11). The government hybrid disasters. spends a large fund for effective and efficient management of In Segamat, flood happens because of the combination of disaster. The agency responsible for management of the fund natural and man-made factors. In fact, the happened flood is from the government in terms of goods is the Social Welfare due to the heavy monsoon rainfall and the river at Segamat Department. They must plan earlier to preparedness and they consisting of 70 percent of the catchment area and another 30 did not have the asset that can carry the goods during the flood Corresponding author: Jimisiah Bt Jaafar, Universiti Kuala Lumpur, Malaysia. E-mail: [email protected]. 419 Journal of Environmental Treatment Techniques 0202, Volume 8, Issue 1, Pages: 914-908 event. Moreover, they do not have enough staff to handle the 2 Review of the Literature goods during flood event and they must search for volunteers This study is a review from previous research related to the to distribute the goods. Therefore, less communication research problems. This chapter will review the victims or between the Social Welfare and other agency and community customer responsiveness towards respective agencies who can make the goods arrive too late. With regard to their task, deliver the services during disaster aid programs. Satisfaction they must make sure the foods arrive in 6 hours after the flood of the victims of flood disaster can be measured with the event at the flood relief centre. successfulness of programs. Disaster has many different ways Flood is the one of natural disasters that happened in our of handling and this chapter will explain a disaster with a focus country affected by the climatic conditions. Our country is on floods. The previous flood event at Segamat has been a case dominated by the north-east monsoon during November to study at Segamat, Johor on 24 January 2017. Their planning in March. Flood is commonly associated with the monsoon. movement of goods has been not well-prepared in disaster aid According to Khalid, the NSC is the agency that is responsible programs. for Flood Disaster Management in Malaysia (9). According to Nikbaksh and Farahani, humanitarian Another issue that comes after the disaster is the disaster logistics is one of the program branches in logistics that inventory such as food, medicines, and comforter at the requires preparation and response phases in disaster evacuation centre. The needs of relief aid are different at all management (12). The crucial part of the disaster relief evacuation centers based on the numbers of victims. programs is the effectiveness and delivery of speeds. In the According to Former of Deputy Prime Minister of Malaysia, system of logistics, it requires purchasing, storing, and the government needs to improve four areas in handling transporting water, food, medicine, and other supplies such as national disasters such as floods. These areas include the early human resources, machinery, and equipment that are need in warning system, relief centres, food supply, and assets and the pre and post-disaster periods. logistics (1). The NSC also must look the number of centres for storing food supplies, particularly in the flood-prone 2.1 Customer in disaster aid programs districts, raise stocks of food supplies at the supply stores when According to Oloruntoba and Gray, in humanitarian anticipating floods, and improve the system to dispatch logistics, customers are the aid users also known as victims supplies to the relief centres (11). Furthermore, it should (13). In emergency relief, a chain customer is an individual that improve the management of the food supply and stock reserve has been suffered in the disaster. In fact, people are affected by at relief centres. According to Apte, the inventory management illness, injury, thirst, hunger, homeless, and so on. Therefore, is a critical issue at all phases of commercial, military, and the researcher would use the customer as the victims. In humanitarian logistics (2). The objective of this research has emergency relief, there are many different perspectives in the been to identify the customer satisfaction with the movement literature. According to Oloruntoba and Gray, of goods in disaster aid programs. In addition, the researcher conceptualization of customer found in this literature can be wanted to determine the relationship between movement of applied to the emergency (13). goods and the customer satisfaction during the disaster relief Secondly, intermediate customer is the organizations with programs (10). specific function that work as intermediaries between donors This research aimed to identify level of satisfaction of who fund the emergency relief chain to the victims in disaster flood victim known as the customer with the disaster aid (e.g., Malaysian Medical Relief Society (MERCY Malaysia)). programs. Therefore, the researcher needed to get feedbacks Thirdly, in humanitarian logistics, logistics customer refers to from the flood victims at Segamat, Johor. It has been one of the locations in the aid-receiving areas. In this context, the the ways to get data. Then, the data collected have been customer takes the ownership of the product or services being analyzed using a suitable method. According to the results, delivered such as individual who is taking the aids from a they have been either satisfied or not with the current disaster center to their house and organization who transports the relief aid programs (3). This study could help to improve the current aid from distribution center to the evacuation center. practice of disaster management by the government. Moreover, data analysis would support the researcher's idea 2.2 Customer Satisfaction in Disaster Aid Programs and suggestion, which would be recommended in chapter five In addition, handling the complaints when the customers of this research. The victims would also get benefits from this face a problem, they may respond by switching a new supplier research conducted in Segamat District, Johor. This area has or attempting to remedy the problems by complaining in the been always involved in the flood disaster during the north- hopes that supplier will improve the services. The complaint east monsoon from November to March. Segamat has three handling is not a result of customer satisfaction. It also leads parliaments called Sekijang, Segamat, and Labis. Segamat is a to operational and financial improvement. In disaster aid district under the Johor state that is managed by the Majlis programs, customer complaints when he is satisfied with the Daerah Segamat as the responsible local authority. aid programs especially when the goods that they received are H1: The level of satisfaction of flood’s victims with the not as they expected.
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