The Impact of Service Quality on Customer Satisfaction of a Hotel at Johor Bahru, Malaysia
The purpose of this study is to empirically investigate the impact of service quality and customer satisfaction of a hotel at Johor Bahru, Malaysia. This research selected ABC Hotel, Nusajaya as the target hotel and a modified SERVQUAL model tends to be used and analyzed the guest satisfaction. Customer satisfaction is a function which uses to identify the relationship between the actual service performance and customer inner expectation. Hence, it is vital to analyze how the five dimensions of service quality tend to influence the overall customer satisfaction level in the hotel industry. In Malaysia, the hotel business is gradually expanding and it is significant for hoteliers to clearly understand which qualities of services enable to stand out among other competitors and increase customer satisfaction. Data for this study were collected from a sample of 33 guests who stayed in ABC Hotel. The collected data was analyzed using Partial Least Squares (PLS-SEM) with SmartPLS (Version 3). The findings revealed that three dimensions of service quality which are tangibility, assurance, and empathy positively influence customer satisfaction whereas, two dimensions of service quality which are reliability and responsiveness do not have a significant impact. As a result, it is suggested for ABC Hotel to appropriately apply relevant specific tactics to enhance those components of service quality as well as customer satisfaction.