Available Online at www.e-iph.co.uk Indexed in Clarivate Analytics WoS, and ScienceOPEN AIVCE-BS-2, 2020ShahAlam https://www.amerabra.org; https://fspu.uitm.edu.my/cebs; https://www.emasemasresources.com/ AMEABRA International Virtual Conference on Environment-Bahaviour Studies,2 nd Series cE-Bs, FSPU, Universiti Teknologi MARA, Shah Alam, 02-03 Dec 2020 eISSN: 2398-4287© 2020. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/ebpj.v5i15.2340. 85 Intensifying Focus on Service Quality in Higher Education Institutions: Emotional and Spiritual Intelligence Mazni Saad 1 , Norliana Ahmadshah 2 , Kamisah Supian 3 , Anita Abdul Rani 4 1 Department of Tourism, Kulliyah of Languages and Management, International Islamic University Malaysia, Pagoh Edu Hub, Muar, Johor, Malaysia 2 Department of Management Information Systems and Business Analytics, Faculty of Business and Accountancy, Universiti Selangor, Shah Alam, Selangor, Malaysia 3 Department of Muamalat and Marketing, Faculty of Business and Accountancy, Universiti Selangor, Shah Alam, Selangor, Malaysia 4 Centre of Human Sciences, Universiti Malaysia Pahang, Pekan, Pahang, Malaysia maznisaad@iium.edu.my; norliana@unisel.edu.my; kamisah@unisel.edu.my; anita@ump.edu.my Tel: +6017-8787543 Abstract The influence of Emotional and Spiritual Intelligence was investigated on the lecturers’ Service Quality. Based on stratified sampling method, the results confirmed that both types of intelligence have a positive and significant influence on the lecturers’ teaching progression. In conclusion, if the average level of each intelligence was good, then the level of Service Quality would also excel accordingly. The study highlights the need to have both EQ and SQ as it will encourage and motivate them into giving their best service to the university as well as their highest commitment towards giving students the best quality learning experience. Keywords: Emotional Intelligence; Higher Education Institutions; Service Quality; Spiritual Intelligence eISSN: 2398-4287© 2020. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/ebpj.v5i15.2340 1.0 Introduction Quality of life of academicians determines the service quality in higher education institutions (HEIs). The academicians are expected to have strong faith, fully integrated, holistic, and well balanced to be fully functioning in producing the best outputs. All universities in Malaysia are undergoing a transformation process outlined in the 2015-2025 Malaysian Education Blueprint. In one of the ten shifts is talent excellence that aims to develop and nurture academics. The blueprint also contains a New Academia Talent Framework (NATF) model that highlights the government’s intention of creating holistic academics by setting up high-quality tertiary education. A high- quality education is only deemed possible when the quality of its academic community is also very high. To assess academic excellence, the Ministry of Higher Education (MOHE) has placed a university rating protocol and introduced the Malaysian Quality Evaluation System (MyQUEST) specifically for private colleges to raise its degree of competitiveness through continuous improvement capacity building. The other metric rating, known as SETARA, focuses on assessing items, as shown in Table 1. In 2017, International Medical University,