The impact of service quality on customer satisfaction in luxury hotel in Melaka

Tan, Joanne (2019) The impact of service quality on customer satisfaction in luxury hotel in Melaka. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

In recent years, tourism is one of the major industries which have high demand and the customer is central to the hotel industry and customer satisfaction is a vital element in service quality assessment as the higher customer satisfaction that help to create customer value and directly increase customer loyalty. The main objective of this study is to examine the impact of service quality on customer satisfaction in luxury hotel in Melaka by using SERVPERF model. Besides, this study is to identify the dimensions of service quality that affecting customer satisfaction in luxury hotel in Melaka. It is conceptualized that service quality is determined by five dimensions include tangible, reliability, responsiveness, assurance and empathy. Specifically, performance-only measurement scale (SERVPERF) was conducted to distribute questionnaires to customers stayed in four and five stars hotels in Melaka. The quantitative method are used in this research. A total of 387 respondents are collected by using convenient sampling. The reliability of data was conducted by using SPSS software. From the findings of this study revealed that except responsiveness, all the other four dimensions include tangible, reliability, assurance and empathy are significantly related to customer satisfaction. Among these, empathy is found to be the most influential determinant to customer satisfaction, followed by tangible, assurance and reliability. Thus, this study concluded that understanding the perceptions of customers and their relative importance of these dimensions will definitely help managers to enhance customer satisfaction in luxury hotel in Melaka.

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