Customer Satisfaction in Tourism Service Quality (original) (raw)

This study attempts to investigate customer satisfaction associated with Malaysia’s tourist service quality, overall satisfaction, and intention to revisit and recommend to others. Two research methods were used in this study. Firstly, review existing literature study on tourist satisfaction, tourist service quality, and customer loyalty. Second, a survey was conducted using a questionnaire, among a total number of 166 guests in which data was collected from tourists who visited Malaysia’s various tourist destinations. Regression analysis indicated that customer satisfaction, tourism service quality, customer loyalty, and overall satisfaction. This study uses 17 variables to measure customer satisfaction in tourism service quality. The findings of this study concluded that the most influential factors are food and beverage, accommodation, tourism facilities, hygiene, and security. Results of this study can be used as a guideline for government agencies, tourism industries, and service providers to review and improve their service quality.