The Factors That Affect Customer Satisfaction in Hotels at Kota Bharu, Kelantan.

Abstract

With the increasing competitiveness in the hospitality sector, hoteliers face the challenge of differentiating their products and services. The primary objective of this study is to investigate the factors that influence guest satisfaction in the hotel industry, focusing on hotels in Kota Bharu, Kelantan. A quantitative research approach was employed, utilizing a questionnaire as the data collection instrument. The study collected data from 384 respondents via an online platform and analyzed using statistical techniques to determine the relationship between service quality dimensions (tangibles, reliability, and responsiveness) and customer satisfaction. The analysis revealed significant associations between tangibles, reliability, and responsiveness with customer satisfaction in hotels in Kota Bharu, Kelantan. These findings contribute to theoretical and practical perspectives by comprehensively understanding the factors that impact guest satisfaction in the local hotel industry and hence enabling the hoteliers to develop effective strategies to enhance service quality and improve overall customer satisfaction.