ASSESSING THE IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION AND LOYALTY IN SOME SELECTED HOTELS IN KUALA LUMPUR

Abstract

This research aims to examine the relationship between Kuala Lumpur service quality and customer happiness and loyalty. On the policy groundwork of high value for long-term growth, Kuala Lumpur has pursued high standards for hotel service quality. The purpose of this research is to analyse the connection between satisfied customers and their continued patronage. A self-administered, quantitative questionnaire was developed for this study’s data collection. To achieve this, a quota sample of 10 hotels was established, and 30 respondents were randomly selected from each hotel, for a total of 300 participants (non-probability sampling). The study instrument was a questionnaire. The coefficient of dependability for this instrument was calculated to be 0.936. Frequencies and percentages were calculated based on the responses of the respondents’ demographic data. Means and standard deviations were applied to the data collected from hotel guests, while Pearson-moment correlations were used to examine the responses to study questions 2 and 3. The researcher used an independent sample t-test to determine if there was a statistically significant difference in how men and women rated the quality of the service they received. All aspects of service quality were found to be significant in the relationship between satisfied customers and repeat business. Conclusions can also be drawn regarding the relationships between service quality and client loyalty. The findings showed a statistically significant association between service quality and customer loyalty, as measured by a Pearson’s r=0.673 and a r=0.618 for the two variables, respectively. The results showed that hotel owners and managers should pay close attention to the predictor highlighted in this study as having a significant impact on customer loyalty, but they should not discount the significance of other elements including certainty, reliability, tangibles, and empathy.