Improvement of University Educational Staffs Strategic Roles in Digital Era through Quality Academic Service

Abstract

The aim of the evaluative study was to investigate and acquire empirical data on the quality of academic service provided by educational staff to the students/lecturers in a private university. The study employed survey method to the target population of all students in the fourth, sixth, and eighth semester of 2019/2020 academic year (six faculties) in the As-Syafi’iyah Islamic University Jakarta; from the reached population of 4,000 people, 215 samples were acquired by simple random sampling technique. The data were collected by a questionnaire instrument with Likert scale and were further analyzed descriptively by involving Excel and SPSS software programs. The result showed that: (1) the educational staff’s academic service quality is considered adequate (avg. score = 3.3); signifying (that the educational staff’s performance is yet to reach the excellent service standard (good category with score = 4, or very good category with score = 5); (2) the reliability and empathy aspects score 2.90 in average (less adequate); (3) the staff’s require to develop knowledge, attitude, and skills that meet the standard of excellent service as above; therefore, the system of independent knowledge/attitude/skills is needed. Among the methods to develop such a system is by direct or indirect intervention media in the form of communication media (e.g., WA group), workshop/training, morning briefing, excursion/gathering, job rotation, and mentoring.