The Effect of Hotel Service Quality on Customer Satisfaction and Implications for Customer Loyalty in Perhentian Island, Terengganu

Abstract

The primary goal of this research is to determine the effect of hotel service quality on customer satisfaction and implications for customer loyalty in Perhentian Island, Terengganu. Having satisfied and loyal customers are one of the necessary actions in a business company to remain in business. The literature has been researched to determine the impacts of service quality on customer satisfaction and the implications for customer loyalty to determine the relationship between the two variables. The quantitative is used in this investigation. For data gathering, the primary data collection instruments were used. The questionnaire will divide into three (3) sections, for section A is demographic, the preliminary data were acquired using an open-ended questionnaire, while for sections B and C for customer satisfaction and customer loyalty, the data was collected using a 5-point Likert scale. It is accomplished using the static package for social science (SPSS) version 2.6. Customers who had previously visited Perhentian Island were chosen as the study's subject population for this research. The sample size for this researched consisted of 128 hotel guests who visited to the island of Perhentian before and after COVID-19. This study proved that four of service quality dimension (tangible, reliability, assurance, and responsiveness) have positive relation with customer satisfaction, except empathy had negative relation with customer satisfaction, also customer satisfaction has positive relation with customer loyalty.