Assessing Customer Satisfaction Towards Service Quality in the Hospitality Industry

Authors

  • Siti Rapidah Omar Ali
  • Siti Norsuhaizam Norizan
  • Nur Shafini Mohd Said
  • Khalid Amin Mat
  • Fatanah Jislan

DOI:

https://doi.org/10.24191/ji.v16i1.365

Keywords:

Service Quality, SERVQUAL, Customer Satisfaction, Hospitality

Abstract

It is proven true that the main subjects addressed by every service industry nowadays are service quality and customer satisfaction. Hence, virtuous customers’ evaluation of services is crucial for the firms. Delivering good quality service is leading to attain today’s competitive environment. This study attempts to assess the relationship between service quality and customer satisfaction in the hotel industry in Malaysia. SERVQUAL model of service quality has been used to measure the relationship between three independent variables namely Tangibility, Reliability and Responsiveness and a dependent variable that is customer satisfaction. A number of 217 hotel guests in a three-star hotel in Kuala Terengganu were selected as a sample by using a convenience sampling method. The questionnaire was used as a research instrument in a survey approach. The findings indicated that all three dimensions of service quality have a positive relationship with customer satisfaction. Responsiveness seems to be the most significant factor in satisfaction. This study contributes to the enhancement and standardization of service quality management in firms especially the hotel industry in Malaysia. The findings would offer better understanding and recommendations for hotel management transformation and practices.

References

Aleshaiwy, Y.S. (2015), Generation Y’s Perception of Service Quality in the Hotel Industry, King Saudi University. Retrieved http://fac.ksu.edu.sa/sites/default/files/yousefsaudmaleshaiwy thesisdec_15_2015_0.pdf
Chelsey Poh (2019). Hotel Facing Headwinds. Retrieved from http://www.edgeprop.my/content/1574895hotels-facing-headwinds.
Gencer, Y.G. and Akkucuk, U. (2017), “Measuring quality in automobile aftersales: AutoSERVQUAL Scale”, Amfiteatru Economic, Vol. 19 No. 44, pp. 110-23.
Giannakos, M.N., Pateli, A.G. and Pappas, I.O. (2012), “Investigation of the hotel customers perceptions: a study based on user-generated content of online booking platforms”, 2nd Advances in Hospitality and Tourism Marketing & Management Conference.
Gronroos, C. (1984). A service Quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44.
Huijun, E.S., Vadehra, B and Mann, S.S. (2015). Malaysia: Finding the silver lining, HVS, Singapore. Retrieved on 18 February 2020 from www.hvs.com.articles/7498/in-focus-malaysia-finding-the-silver-lining.
Igbojekwe, P. A., & Managwu, L. (2015). Challenges of customer satisfaction: A study of hotels in Port Harcourt, Rivers State, Nigeria. Comprehensive Research Journal of Management and Business Studies (CRJMBS) Vol. 3 (1), 001-008.
Jakada, B. A., & Gambo, K. K. M. (2014). A conceptual analysis of market orientation philosophy in the hospitality industry of Nigeria. Journal of Marketing and Management, 5(1), 50-65. Retrieved from http://www.gsmi-ijgb.com/
Kotler, P., Armstrong, G., Ang, S. H., Tan, C. T., Yau, O.H.-M. and Leong, S. M. (2017), Principles of Marketing: An Asian Perspective, 4th ed., Pearson Education, London.
Malaysian Investment Development Authority Official Website (2020). Hospitality. Retrieved on February 18, 2020 from https://www.mida.gov.my/home/hospitality/posts/.
News Strait Times. (2019). Visit Malaysia 2020 targets to bring in RM100b in tourist receipts. Retrieved from http://www.nst.com.my/business/2019/03/466912/visit-malaysia-2020-targets-bring-rm100b-tourist-receipts.
Parasuraman, A., Zeithaml, V. A., and Berry, L. L. (1988). Servqual: A Multiple-Item Scale for Measuring Consumer Perceptions of service quality Journal of Retailing, 64(1), 12-40.
Pizam, A., Shapoval, V. and Ellis, T. (2016), “Customer satisfaction and its measurement in hospitality enterprises: a revisit and update”, International Journal of Contemporary Hospitality Management, Vol. 28 No. 1, pp. 2-35.
Roslan, N.A., Wahab, E. and Abdullah, N. (2015), “Service quality: a case study of logistics sector in Iskandar Malaysia using SERVQUAL model”, Global Conference on Business & Social Science-2014, Elsevier, Kuala Lumpur, pp. 457-62.
Saghier, N, & Nathan, D (2013), service quality dimensions and customer’s satisfactions of banks in Egypt. 20th international business research conference. 4-5 April 2013, Dubai, UAE.
Sandhu, M. A., Mahasan, S. S., Rehman, A. U., & Muzaffar, S. (2013). Service Quality Dimensions Impact on Customer Satisfaction in Telecom Sector of Pakistan. Journal of Basic and Applied Scientific Research 3(8), 27-34.

Downloads

Published

2021-01-26

Most read articles by the same author(s)