EXAMINING THE FACTORS CONTRIBUTING TOWARDS CUSTOMERS SATISFACTION AT XYZ HOTEL, SUNGAI PETANI

Abstract

Customer satisfaction is the key driver for any organization to survive in the current competitive era. Service providers need to understand their customers and design their services in such a way that the maximum achieved by customer satisfaction. The aim of this study was to measure customer satisfaction at hotel XYZ Sungai Petani. The study contributes by testing a combination of SEVQUAL, Utilitarian and Hedonic Theory and Theory of cognitive Dissonance as the framework. There are three independent variables that is service quality; customer perceived value and customer expectation and customer satisfaction is the dependent variable in this present study. Simple random technique was adopted in this study. 291 questionnaires were distributed to the respondent customers that attend or stayed in the hotel. Multiple regression analysis was utilized to analysed the data and generate the findings. The results shows that service quality and customer expectation have significant relationship on customer satisfaction in this research. The findings indicate that hotel industry need to treat their customers properly by giving the good quality of services and meeting their expectation, as then they’ll feel satisfied and utter good word-of-mouth as well as return as repeat customers in the future