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The term of customer satisfaction is very familiar in marketing management.  This is because every company need to be aware with what their customer expect and what actually they perceived when buy company's product or service.  Customer satisfaction can be defined as the number of customers or percentage of the total customers, whose testified experience with the firm or company, its products, or its services exceeds specified satisfaction goals.  Customer satisfaction measures how products or services supplied by a company meet or surpass a customer's expectation.  Other than that, one of these marketing term is important because it provides marketers and business owners with a metric that they can use to manage and improve their businesses (Beard, 2014).

In other word, customer satisfaction can be refer to the extent to which customers are happy with the products and services provided by a business (Christine, 2011).  Gaining high numbers of customer satisfaction is very important to a company because satisfied customers can be their loyal customer, make repeated orders and use a wide range of services offered by a company.  Applying to the hotel industry, there have been several studies that examine attributes the customers or travelers may find important regarding customer satisfaction.  Cleanliness, security, value for money and courtesy of staff hotel determine the customer satisfaction (Atkinson, 1988).

From customer's point of view, hotel services are intangible and heterogeneous, therefore service quality plays an important role in influencing customer's consumption and post processes (Ali, 2015).  In this word, it is important for the hotel to deliver outstanding customer value, especially by providing the best service, the lowest prices and the best quality for the business to be value-producing entity.  The purpose of managing customer satisfaction is to attain a higher customer retention rate and boost the company's profit and market share (Horsnell, 1998).

Hotel Seri Malaysia Kepala Batas (HSMKBT) has emphasizes good customer care such as 24 hours reception or front desk, 24 hours security, daily housekeeping, laundry or valet, free Wi-Fi in every room, complimentary parking, hall rental for all type function, restaurant and coffee shop which will give the guest or customer to feel comfortable. However, the review or feedback from the guest or customer has showed that there're both positive and negative feedback.  There would be the guest or customer complained about customer neglect, lack of food and poor facilities in hall.  This situation has led to customer dissatisfaction and as a result, they might shifting their demand to another hotel, although there are only one hotel in Kepala Batas area.

This research will study about the service quality dimension toward customer satisfaction in Hotel Seri Malaysia Kepala Batas. Other than that, this research will investigate about the customer satisfaction.  

Rangkaian Hotel Seri Malaysia Sdn. Bhd. was incorporated in 1994.  The objectives brought by Rangkaian Hotel Seri Malaysia Sdn. Bhd. is to increase the medium cost accommodation facilities and to increase Bumiputera entrepreneur involvement in a well and systematically guided hotel operation.  The name is Hotel Seri Malaysia have been claimed to be the largest hotel chain in Malaysia.  There are 21 location of Hotel Seri Malaysia with a total number of rooms in excess of 2,095 units strategically located in Kedah, Pulau Pinang, Perak, Selangor, Negeri Sembilan, Johor, Terengganu, Perlis, Pahang and Sarawak.

Hotel Seri Malaysia Kepala Batas is the 19th network-owned by Rangkaian Hotel Seri Malaysia Sdn. Bhd.  This hotel has built on a high rise six (6) storey building and strategically located in the middle of Kepala Batas town which is the home state of the fifth Prime Minister of Malaysia and only 5 minutes after exit Toll Bertam, North-South Expressway in Kepala Batas.  Besides that, this relaxed hotel with a landscaped courtyard is 3 km from Penang Golf Resort and 4 km from Masjid Abdullah Fahim. The straightforward, contemporary rooms come with complimentary Wi-Fi in every rooms and hotel area, flat-screen TVs and sitting areas.  Other than that, there is complimentary parking.  Facilities include a casual Delima restaurant, a coffee shop and a surau, 24 hours reception or front desk, 24 hours security, safe deposit box, daily housekeeping, facsimile, laundry service, as well as event space.

There are three product or service provided by Hotel Seri Malaysia Kepala Batas which is room accommodation, seminar and banquet facilities and food and beverages.  Firstly, there are five (5) types of room accommodation offered by this hotel which is Standard Queen (SQ), Standard Twin (ST), Family Room (FR), Studio Suite (SS) and Penang Suite (PS).  The price offered for each room are different according to the class group of the guest or customer and during the peak or non-peak time.  Other than that, Hotel Seri Malaysia Kepala Batas also offered six (6) types of hall for different functions and capacity such as Zamrud Ballroom, Zamrud I, Zamrud II, Nilam, Business Lounge and VIP Room. Another product of Hotel Seri Malaysia Kepala Batas is food and beverages.  There are many type of dishes and menu provided by this hotel match with the capability and expertise from the chef of this hotel.

Hotel Seri Malaysia Kepala Batas has emphasize good customer service and always be ready to fulfill their guest needs and wants in order to gain loyal customer which is it can increase Hotel Seri Malaysia profit.  However, with the presence of all efforts to make sure the best services for its guest or customer, the hotel continue receiving complaint from the customers.  The complaint is often delivered to the sales department or through the travel and tour agency web sites.  Several tour and travel agency websites are agoda.com, tripadvisor.com and expedia.com.

In the Agoda website, it is stated that the negative review or feedback for Hotel Seri Malaysia Kepala Batas in 2016 is increase from last year.  According to the Front office department of Hotel Seri Malaysia Kepala Batas, there are 12 negative reviews regarding malfunction of the facility of hotel in Agoda website for 2015.  However, this year the negative reviews has been increase to 19 negative review.  Most of the complaint in Agoda website is about the malfunction of the air condition, television (TV) and Wi-Fi.  Therefore, these problems lead to the guest or customer feel uncomfortable and unsatisfied with the facilities in Hotel Seri Malaysia Kepala Batas.

Although Hotel Seri Malaysia Kepala Batas has made modification and improvement toward their product and service, it still show some dissatisfaction from the customer. Therefore, the researcher would like to investigate the most influential service quality dimension toward customer satisfaction.

This research is focused on the guest and customers of the Hotel Seri Malaysia Kepala Batas, Pulau Pinang. The group of guest or customer basically the loyal customer and regular customer who stay at Hotel Seri Malaysia Kepala Batas.  For this survey, a researcher will chose an average of 250 guest or customers as targeted respondents.  However, only 152 from 250 guest or customers will be chosen as respondents.

The researcher wants to focused and investigate the service quality dimension toward customer satisfaction in Hotel Seri Malaysia Kepala Batas, Pulau Pinang.

Customer satisfaction is a business beliefs which leads to the creation of value for customers, anticipating and managing their expectations, demonstrating ability and responsibility to satisfy their needs (Guzzo, 2010).  In this matter, the organization will continue to making improvement or modification in order to gaining satisfaction from their customer which is will lead to the increasing in profit.

1.7.2 Service Quality

Service quality can be defined as how well a customer's needs are met and how well the service delivered meets the customer's expectations (Booms, 1983).  Basically, service quality is about the difference between what customer expect and what they perceived.

This chapter will provide and discuss the previous research related to the independent variables and dependent variable concepts of this research including customer satisfaction, service quality and its dimensions.  This chapter will discuss about information related to the research through journal, articles and internet. Besides that, literature review seeks to describe, summarize, evaluate, clarify and integrate the content of primary reports (Cooper, 1989).

2.2 CUSTOMER SATISFACTION

Basically, customer satisfaction can be referred to the customer's perception which is met with their expectations. In the service profit chain, greater service delivery, which result the satisfied and loyal customers who make repeat purchases and refer other customers to the organization (Kotler, 1995).  In this matter, it is very important for the company or organization to always make sure that the customer's expectation and customer's perceived value are met.  In hotel industry, customer satisfaction can be one of important variable because basically it is involve services from the staff, managers and head of directors.  Customer satisfaction can be measured as the prices or values that are important factors influencing and assisting the development of satisfaction (Thompson, 1994).   

Previous research has shown that the environment in hotel industry whether it is successful or fail is the result from the hotel's ability to satisfy customer's needs constantly and steadily.  Other than that, by offering services that customers prefer is obviously a dynamic source for gaining customer satisfaction.  Satisfied customers can bring lot of other advantages for the service providers as a ripple effect including loyalty to service provider, engagement in positive word-of-mouth promotion and paying premium prices (M. Amin, 2013).  Fulfilling expectations will produce a feeling of satisfaction, whereas not meeting them will cause dissatisfaction among hotel guest.  This could lead to the existence of customer complaint which could damage the hotel's image and name.

Failure to pay attention to influential attributes in choice intention may result in a customer's negative evaluation and may lead to the unfavorable word-of-mouth (K. S. Chon, 1995).  Therefore, customer satisfaction potentially leads to purchases repetition and favorable word-of-mouth publicity.  Therefore, all people involved in hotel industry need to be aware with the importance of customer satisfaction which could lead to the gaining of customer loyalty and new customer because of the word-of-mouth publicity.

Service quality can be defined as how well a customer's needs are met, and how well the service delivered meets the customer's expectations (Booms, 1983).  There are many journal article with the similarities in defining service quality. Besides that, perceived quality of service is dependent on a comparison between expected and perceived service and is thus the outcome of a comparative evaluation process (Gronoos, 1984). SERVQUAL model is the most common model when it comes to measuring service quality.

According to Parasuraman (1985), SERVQUAL model has showed that the smaller the gap, the greater the increase customer's satisfaction with the service quality. Basically, the differences arise when there is a conflict of interest in the service delivery perception between hotel management and the customers.

There are five key dimensions of service quality which is reliability, tangibles, responsiveness, assurance and empathy.  The service quality on tangibles such as physical facilities, equipment and appearance of personnel.  Secondly, the service quality on reliability such as ability to perform the promised service dependably and accurately.  Thirdly, service quality on responsiveness such as willingness to help customers and provide prompt service.  Other than that, service quality on assurance such as knowledge and courtesy of employees and their ability to inspire trust and confidence.  Lastly, service quality on empathy such as caring, individualized attention the firm provides its customers (Akbaba, 2006).

The SERVQUAL scale consists of 22 items for assessing customer perceptions and expectations regarding the quality of service.  A level of agreement or disagreement with a given item is rated on a seven-point Likert scale.  The result are used to identify positive and negative gaps.  The gaps measured by the difference between perceptions and expectations scores and indicates the level of service quality.  If the result is positive, perceived service exceeds expected service.  However, a negative result means low quality of service. According to this instrument, service quality occurs when perceived service meets or exceeds customer's expectations.

The theoretical framework is the foundation on which entire research project is based. It is a logically developed, described and elaborate network of associations among the variables considered relevant to the problem situation and identified through process such as literature review.  Besides that, a good theoretical framework identifies and defines the important variables in the situation that are relevant to the problem and later describes and explains the interconnections among these variables. In a simple concept the theoretical framework can be illustrated in diagram.

This chapter will discusses more about the research design, method and procedures to collect data in order to fulfill the research objectives requirement.  The researcher develops a questionnaire to get the primary data and also apply secondary data such as publications as the theoretical framework in this research project.

Research methodology is systematic way to solve a problem.  It is a science of studying how research is to be carried out.  Essentially, the procedures by which researchers go about their work of describing, explaining and predicting phenomena are called research methodology (S. Rajasekar, 2013).  Basically, research methodology is the process used to collect data and other type information for used in making business decisions.  For example, interviews, surveys and observations. In order to finish the research, the researcher has used different criteria for solving or searching the research problem.  This is because different sources use different type of methods for solving problem.

A research design can be define as a framework or blueprint for conducting the marketing research project.  Research design is the overall plan for connecting the conceptual research problems to the pertinent empirical research (Wyk, 2001).  In other word, the research design expresses what data is requires, what methods are going to be used to collect and analyze this data and how all of this is going to answer the research question. Besides that, both data, methods and the way in which these will be constructed in the research project need to be the most effective in producing the answers to the research question.

Target population is the collection of elements or objects that possess the information sought by the researcher and about which inference are to be made (Malhotra, 2010).  Other than that, population is the total of all elements that share some common characteristic and include the universe for the purpose of the marketing research problems.  The total population in Hotel Seri Malaysia Kepala Batas in 250 guest and there are only 152 guest of Hotel Seri Malaysia Kepala Batas being targeted as the respondents for the research on customer satisfaction.

Besides that, the respondents are from different ages and other demographic characteristics. The selection will be based on the purposive sampling technique and these guest are picked with randomly. The data for this research is collected through self-administered questionnaire distributed by the researcher.

Sampling design can be referred to the process that includes the five steps that are closely involved and relevant to all aspect of the marketing research from problem definition to presentation of the result.  The five steps involve define the target population, determine the sampling frame, select the sampling technique, determine sampling size and execute the sampling process.  In this research, researcher using exploratory research, precisely defining the variables, and designing appropriate scales to measure them are also a part of research design.  The targeted respondent is among the guest of Hotel Seri Malaysia Kepala Batas.

Sampling technique refer to the name or other identification of the specific process by which the entitled of the sample have been selected.  The sampling unit is a single element or group of elements subject to selection in the sample.  Sampling technique can be classified into probability and non-probability. Non-probability relies on the personal judgment of the researcher rather than chance to select sample elements (Malhotra, 2010).  For this research, the researcher has choose purposive sampling which is under non-probability sampling technique.

Purposive sampling also known as judgmental sampling is a form of convenience in which the population elements are selected based on the judgment of the researcher.  This is because the researcher believes that the targeted respondents are representative of the population of interest or the otherwise appropriate (Malhotra, 2010). Therefore, the targeted respondents for this research is the guest of Hotel Seri Malaysia Kepala Batas.

Sampling can be refer to the set of elements taken from a larger populations, the sample is subset of the population which is full set of elements or people that has been sampling.  A sampling frame is the source material or device from which a sample is drawn (Carl-Erik Sarndal, 2003).  Other than that, it is list all those within a population who can be sampled and may include individuals, household or institutions.  The sampling frame will be drawn at Hotel Seri Malaysia Kepala Batas.  The questionnaire will distribute randomly towards the guest of Hotel Seri Malaysia Kepala Batas and the guest will be choosing randomly.

Sample size can be refer to the number of elements to be included in the research.   Besides that, a sample size is a subgroup or subset of the population. After studying the sample, the researcher will be able to conclude that it can be generalized to the population interest. The researcher have referred to Krejcie & Morgan (2010) sample size table in order to choose the appropriate sample size for this research.

Therefore, the sample size for this research is 152 from 250 guest of Hotel Seri Malaysia Kepala Batas.  Instrument used in this research is questionnaires.

There are two types of data collection methods which is primary data and secondary data. Primary data can be defined as the data that researcher originates them for the specific purpose of addressing the problem at hand.  Primary sources are distinguished from secondary sources, which cite, comment on, or build upon primary sources (Malhotra, 2010).  

An example for primary data are questionnaires, interview, observation and telephone call.  An advantage of primary data is that it is specifically tailored to the research needs and the disadvantage of this type of data is that it is expensive to obtain (Grimsley, 2016).  Therefore, for this research, primary data were collected through a set of questionnaires which is will help the researcher to collect data about related topic.

Meanwhile, secondary data can be defined as the data that have been already collected and recorded by someone else and readily available from other sources (Ut, 2013).  An example of secondary data is journal and articles, past research, books, customer database and websites.  For this research, the researcher have been collect data from journal and article which is the topic is relate with the dimension of service quality towards the customer satisfaction in hotel industry.

The main article used by the researcher is from Atilla Akbaba “Measuring service quality in the hotel industry: A study in a business hotel in Turkey”, Johanudin Lahap “A study of brand image towards customer's satisfaction in the Malaysian hotel industry” and Muslim Amin “Service quality dimensions and customer satisfaction: An empirical study in the Malaysian hotel industry”.

Besides that, the researcher also collect data from the website as support material and text book from Naresh K. Malhotra “Marketing Research”.  The data collected from website related to the guest of Hotel Seri Malaysia Kepala Batas is from Agoda.com.

For this research, the researcher has used Likert scale under non-comparative scaling which is the evaluation is independent of the other object which the researcher is studying.  Likert scale in one of the most preferable for measuring attitudes because the methods is simple to administer.  With the Likert scale, the respondent indicate their own attitudes by checking how strongly they agree or disagree with carefully worded statements that range from very positive to very negative towards the attitudinal object.  There are five alternatives that the respondents can generally choose which is strongly disagree, disagree, neutral, agree and strongly agree.  Respondents were asked to evaluate the questions and give their answer by circle the five point Likert scale as below.

For this research, a set of questionnaires has been developed in order to obtain the data.  A questionnaire is simply a tool for collecting an information about a particular issue of interest.  It is mainly made up of a list of questions and always have a definite purpose that is related to the objectives of the research.  There are three section of questionnaire for this research.  The first section consist a question about respondent demographic such as gender, age, marriage status, occupational, highest education level and frequency of stay at Hotel Seri Malaysia Kepala Batas.  Second section consist the questions about the service quality dimensions toward customer satisfaction and the last section consist the questions about customer satisfactions toward Hotel Seri Malaysia Kepala Batas.  For this research, the researcher have adapt the questionnaire from Johanudin Lahap (2015) for customer satisfaction and Akkaba (2006).  There are 39 question included in this questionnaire which took about 10 to 15 minutes to be answered.

Section A in this questionnaire consist 6 questions about respondent demographic profile which is gender, age, marriage status, occupational, highest education level and frequency of stay at Hotel Seri Malaysia Kepala Batas.

Section B in this questionnaire consist of 21 questions regarding the research independent variable (IV) which is service quality dimensions toward customer satisfaction.  There are five part divide for each dimensions which is tangible, convenience, adequacy in service supply, understanding and caring and assurance.

Section C in this questionnaire consist of 12 questions regarding the research dependent variable (DV) which is customer satisfactions toward Hotel Seri Malaysia Kepala Batas.

The researcher have referred to two main journals for the development of questionnaire and research instrument.  

Data analysis is a practice which raw data is order and organizes so that useful information can be extracted from it.  The process of organizing and thinking about data is keys to understanding what the data does and does not contain.  The techniques of analysis are very important for obtaining a best result.  The data coded, compute and process using Statistical Packages for Social Science Version 23 (SPSS 23.0) for window and the result report in writing form.  The tools used for data-analysis are Reliability Analysis, Descriptive Analysis, Correlation Analysis and Multiple Regression Analysis.

Reliability analysis can be defined as a process of identifying maintenance of significant items and classifying them with respect to malfunction on safety, environmental, operational and economic consequences.  In this research, the researcher has used the reliability test to examine the Cronbach's Alpha in order to measure item in questionnaires is related to each other or not and able to identify which items that should be excluded from the scale.  Other than that, reliability analysis is use to estimate the proportion of variance that is systematic or consistent in a set of test score.  If the reliability is less than 0.6 are considered poor, in range of 0.70 is acceptable and over 0.80 considered good (Sekaran, 2003).

Descriptive analysis is used to describe the basic features of data in a research and it provide simple summary about the sample and measure.  Besides that, descriptive analysis transform the raw data into a form that would provide information to describe a set of factors in a situation that will make the better understanding and interpretation.  Descriptive analysis also performed to describe the background of the respondents that are gender, race, age, marital status and also on the variables understudy (Sekaran., 2003).

Validity is a measure of the degree of validity or the validity of a research instrument. An instrument is said to be valid if it is able to measure what is to be measured or desired. An instrument said to be valid if can be reveal the data of the variables studied (Spss, 2015). For this research, the validity of the questionnaire was conducted using Pearson Correlation in SPSS. Item-item of the questionnaire that significantly correlated with total score indicates that the items are valid.

By analyze the result from the questionnaire, the researcher try to obtain the observe value with critical value in determining whether to reject or fail or null hypothesis.

Correlation analysis measure the relationship between two items which is dependent variable and independent variable.  For this research, the researcher has used The Pearson Correlation method.  The Pearson Correlation used to know the relationship of a hypothesis between two variables whether it is significant positive or negative by examining the correlation between the dependent variable and independent variables.  The correlation can be in the range between 1.0 whether it is plus or minus.

Multiple regression analysis is an extension of simple linear regression and measure the linear association between dependent variable and independent variables.  Besides that, regression analysis was evaluated based on R Square, Adjusted R Square, Beta (B) and its corresponding indicator (p value).  R Square can be refer as the percentage variance of dependent variables that can be explained by the independents variables.  In this matter, a higher R Square means that there are stronger relationships between the variables.  Meanwhile, adjusted R Square referred to a more honest value to estimate the R Square for the population.

In this chapter, the researcher will discuss more about the data analysis and finding for this research.  The detail survey findings are presented in the form of table and written description.  This analysis is done according to the section provided in the questionnaire.  Besides that, this chapter contain the test result for reliability analysis, descriptive analysis, correlation analysis and multiple regression analysis

The researcher have targeted 152 from 250 guest of Hotel Seri Malaysia Kepala Batas. This is because there are 100 units of room which is the total of guest that can fit for each types of room are 250 guest. Therefore, the researcher has distribute a set of questionnaire to the guest during weekend for only three day because there are high occupancy during that time. The researcher have distribute the questionnaire during the check out and check in while the guest need to wait for their key and their bill for being issued.

Despite the 152 set of questionnaire being distribute to the guest of Hotel Seri Malaysia, not all of 152 questionnaire being return or usable. The respondent response rate can be shown as below.

Based on Table 4.2, the alpha value for independent variable of tangible is 0.862.  According to Sekaran (2003), the item are reliable if the alpha value is above 0.6. Therefore, measurement for Independent Variable (IV) for tangible is reliable for future analysis.

Based on Table 4.3, the alpha value for convenience is 0.897 which is it shows that, the alpha value is above 0.6 and reliable for the future analysis.

Based on Table 4.4, the alpha value for adequacy in service supply is 0.762 which is the value is complying with the reliability requirements.  Therefore, the alpha value of 0.762 shows that the result is consistent and stable.

Based on Table 4.5, the alpha value of independent value for understanding and caring is 0.833.  According to the Sekaran (2003), the item are reliable if the alpha value is above 0.6.  Therefore, the independent variable of understanding and caring is reliable.

Based on Table 4.6 above, the alpha value for assurance is 0.650 and this shows that, the measurement of independent variable for assurance is reliable for the future analysis.  This is because the reliable of alpha value is above than 0.6.

Table 4.7 as above shows that the alpha value of dependent value for customer satisfaction is 0.822.  This means that, the value is complying with reliability requirements and the value of 0.822 shows that the result is normal and stable.

From 100 respondents, 38 (38%) are male and 62 (62%) are female. This result shows that female respondent more than male respondents.  The reason is most guest of the Hotel Seri Malaysia Kepala Batas are female.

Table 4.9 shows the classification of the respondent's age.  Most of the respondents for this research is from the age of 25 years old until 34 years old with 38 (38%).  Secondly, the age of 35 until 44 years old with 20 (20%) and followed with the age of 18 until 24 years old which is 16 (16%).  Fourth, the respondent is from the age of 45 until 54 years old with 14 (14%).  Next, the respondents from the age of 55 until 64 years old with 8 (8%) and lastly the respondents with age of 65 years old and above with 4 (4%).  This might be because most guest of the Hotel Seri Malaysia Kepala Batas which are from the age of 25 until 34 years old.

The above table show the marriage status of this research's respondents.  From the total of 100 respondents, 62 (62%) are married and the rest of respondent 38 (38%) are single.  This because most of the guest of Hotel Seri Malaysia Kepala Batas are married.

Table 4.12 shows the highest educational level of respondents.  From the total respondents of 100, 45 (45%) respondents are from bachelor degree and followed with certificate/diploma with 32 (32%) respondents.  Thirdly, the respondent for this research are from secondary school with 14 (14%).  Next, master degree is the fourth from that participate for this research with 8 (8%) and followed with doctorate (PHD) with only 1 (1%) respondents.

The above table shows the frequency of stay at Hotel Seri Malaysia Kepala Batas.  From the total respondent of 100, most guest of the Hotel Seri Malaysia stay three times a year with 34 (34%) and followed by four times a year with 30 (30%).  Next, the guest that stay twice a year with 17 (17%) and followed by five times or more with 16 (16%).  Lastly, 3 (3%) from the total respondent stay once a year at Hotel Seri Malaysia Kepala Batas.

Table 4.14 show the result testing of descriptive analysis for the independent variables and dependent variable.  The mean value are supposed to be above 3.00 in order to consider as acceptable by the respondents.  Meanwhile, if the value below than 3.00, it can be consider as non-acceptable by the respondents.  Table 4.13 described that the mean value for dependent variable is 4.4500 which means that the guest are satisfied with Hotel Seri Malaysia Kepala Batas service quality.  Besides that, the highest mean value for independent variable is convenience with 4.5567, followed by understanding and caring with 4.4640, assurance with 4.3525, adequacy in service supply with 4.2600 and lastly tangible with 4.1967.

Table 4.15 show the result of the correlation testing for customer satisfaction and service quality.  The result shows that the significant value of tangible and customer satisfaction is 0.000 which is below than 0.05 and it shows that there is a significant relationship between independent variable and dependent variable and thus the research hypothesis 1 is accepted.  Other than that, the value between tangible and customer satisfaction is 0.486 shows a weak relationship between this independent variable and dependent variable.

Secondly, the significant value between convenience and customer satisfaction is 0.000.  The result of 0.000 is below than 0.05 and it shows that there is a significant relationship between independent variable and dependent variable.  Therefore, the research hypothesis 2 is accepted and the value is 0.564 which it shows that there is a moderate relationship between convenience and customer satisfaction.

Thirdly, the significant value of adequacy in service supply and customer satisfaction is 0.000 which is below than 0.05 (5% error).  Since the value is < 0.1, the null is rejected and it can be conclude that the relationship is significant.  Therefore, the research hypothesis 3 also accepted.  Other than that, the value is 0.685 and it shows that there is a moderate relationship between adequacy in service supply and customer satisfaction.

Fourth, understanding and caring with customer satisfaction shows the significant value is 0.000.  This shows that there is a significant value between understanding and caring with customer satisfaction since it is below than 0.05.  Therefore, the research hypothesis 4 is accepted.  The value for this independent variable and dependent variable is 0.922 and it shows a very strong relationship between understanding and caring with customer satisfaction.

Lastly, the significant value between assurance and customer satisfaction is 0.000 which is below than 0.05 and it shows there is a significant relationship between independent variable and dependent variable.  The research hypothesis 5 can be accepted.  The value is 0.801, thus it shows a strong relationship between assurance and customer satisfaction.

Table 4.17 shows the regression analysis for this research.  The table shows that research model fitness is 91.5%.  The total fitness supposed to be 100%.  This model is fitted enough and this shows that the most influence variable on the customer satisfaction are tangible, convenience, adequacy in service supply, understanding and caring and assurance.

Table 4.18 shows the result of coefficient testing. The significant value is determined if the p value is below 0.01 or 0.05.  The result above shows the p value for tangible is 0.261 which is not significant because the p value is above 0.01 or 0.05.  Besides that, the p value for convenience is 0.054 which means that there is a significant since the p value is below 0.05.  Next, the p value for adequacy in service supply is 0.001 which is not significant because the p value is below than 0.01 or 0.05.  Other than that, the p value for understanding and caring is 0.000 which means that it is a significant because the p value is below than 0.01 or 0.05.  Lastly, the p value for assurance is 0.000 and since the value is below 0.01, the result is significant.

Therefore, the most influenced benefits for this research is understanding and caring which according to the table, the value for Beta in standardized coefficients is the highest with 0.712.

In the last chapter, the researcher will discuss the overall of the topic in this research and suggest some recommendation for Hotel Seri Malaysia Kepala Batas.  The conclusion and recommendations will be discuss from the researcher's point of view.

The main purpose for this research is service quality dimension toward customer satisfaction in Hotel Seri Malaysia Kepala Batas, Pulau Pinang.  The questionnaire was answered by 100 respondent which is guest of Hotel Seri Malaysia Kepala Batas from different gender, age, marriage status, occupational, education level and frequency stay at Hotel Seri Malaysia Kepala Batas.  The data collected from the questionnaire had been analyzed by using Statistical Package for Social Science (SPSS) Version 23 or SPSS 23.0.

Other than that, this research has given the researcher an opportunity to study more about the service quality dimension toward customer satisfaction in Hotel Seri Malaysia Kepala Batas.  It is useful for the researcher to compare the result with each independent variable in order to find out whether the hypothesis is accepted or not.  The objectives for this research is to determine the service quality toward customer satisfaction in Hotel Seri Malaysia Kepala Batas, Pulau Pinang and to investigate the most influential service quality dimension toward customer satisfaction.

This research is carried out in order to identify the most significant factors that influencing the customer satisfaction.  Besides that, this research can help to build researcher's knowledge and understanding of the research variable.  This research also can provide benefits for the traveler who want to become guest or customer at hotel.  For organization or hotel industry, this research will help them to recognize the opportunity ahead of them, the strength and weakness which will help them to improve their management in organization.

The researcher found that it is very difficult to collect data since there are some data that Hotel Seri Malaysia Kepala Batas want to keep as private and confidential.  Some material are difficult to get and it has interrupt during the process assembly and collecting the data.

There will be problem that the respondent might not return back the questionnaire after the distribution.  Besides that, there are several guest or customer that did not give cooperation and this has make the researcher hard to collect the exact data related to the research

The data collected by researcher might not be accurate because of the respondent that did not give their full cooperation during answering the questionnaires.  Some of the respondent might not understand the question and some of them might lying or that it easy when answering the questionnaire.  Therefore, lack of commitment and cooperation from the respondents may affect the result of data.  However, the researcher has made effort to ensure the integrity of the findings.

From the research, it is highlighted that the tangible, convenience, adequacy in service supply, understanding and caring, and caring is the dimension of service quality which can influence the customer satisfaction.

There are a lot of weaknesses for this research since it is the first time for the researcher conduct a research. If there is another researcher who want to use this research as reference to guide a new one, it is recommend that they need to find more articles, journal or book as a support material which is related to the research objective.  This research will become more valuable and better in future if there are many information obtained from any sources.

The researcher would like to make some recommendation for Hotel Seri Malaysia Kepala Batas in order to improve their service which is to always updating or upgrade their tangible facilities.  If Hotel Seri Malaysia Kepala Batas upgrade their facility into modern element, it can attract more people to become guest of the hotel and loyal customer.  Other than that, Hotel Seri Malaysia can improve their company image to become bigger hotel chain in Malaysia. They also need to focus more on improve their facilities in order to satisfied their customer.

Besides that, Hotel Seri Malaysia Kepala Batas need to pay more attention on the online reviews which is it can affect the company image if there are too many negative review from their guest.  The training for hotel's staff is obliged in order to make sure that the guest is always satisfied with the staff performance.  However, not only emphasize the training, Hotel Seri Malaysia Kepala Batas also need to acknowledge their staff effort in making the great service for the guest by giving rewards or any other method.  This can increase the staff's motivation to work more harder in future which is can help to increase the hotel's positive image.

Other than that, Hotel Seri Malaysia Kepala Batas can decrease their room rate for non-government employee because most of these guest are not satisfied with the room rate for non-government employee. From the total respondent of 100, 77 from it are from government employee and this can shows that there are not many of the non-government employee stay at Hotel Seri Malaysia Kepala Batas.

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