Factors that influence customer satisfaction in 3star hotels in Kelantan

Abstract

The study aimed to reveal the indicators that factors that influence customer satisfaction towards service quality in 3-star hotels in Kelantan. A survey was carried out and a total number of 384 respondents was completing the questionnaires which is consisted overall 38 questions. The result showed the customer satisfaction that fulfil their necessary and feelings are based on “service quality” and the several factors such as “price”, “ambiance” and “location”. Hence, any factors must be addressed appropriately in order to maintain a high level of customer satisfaction and the image of the hotel intact. Furthermore, customers from different subgroups have different feelings on the service quality. In this study, questionnaires were distributed to customers from different segments. The aim was to investigate the factors that influences the customer satisfaction towards service quality in 3-star hotels in Kelantan. The research also tested the mediating effect on customer satisfaction based on the service quality that provided. Thus, the results demonstrated a need for better service quality to create satisfaction from customers to those factors that fail to generate customer satisfaction based on the investigation.