Tourist's satisfaction of 5-star hotels in Kota Kinabalu

Chin, Angeline Wei Mui (2008) Tourist's satisfaction of 5-star hotels in Kota Kinabalu. Other thesis, Universiti Malaysia Sabah.

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Abstract

This study examines the influence of services quality dimensions of 5-star hotels using the five (5) dimensions of SERVQUAL (Parasuraman et al, 1988) namely tangible, reliability, responsiveness, assurance, and empathy as the measurement of perceived service quality on customer satisfaction of 5-star hotels in Kata Kinabalu, Sabah. Moderators such as age, nationality and past experience are also examined in regard to how it influences the relationship between the service quality dimensions and customer satisfaction. A survey was conducted among the hotel guests that have experienced 5-star hotels service in Kota Kinabalu in April 2008. A total of 188 usable questionnaires were collected for this study. Data collected was analyzed in SPSS by using multiple regressions to examine the relationship between tangibles, reliability, responsiveness, assurance and empathy and guest satisfaction; and hierarchical regression to determine the moderating effects of age, nationality, and past experience in regard to how it influences the perceived service quality and customer satisfaction. The findings reveal a significant positive relationship exists between the service quality dimensions and customer satisfaction in the 5-star hotel industry in Kata Kinabalu. It is found that all the service quality dimensions - tangibles, reliability, responsiveness, assurance and empathy have significantly influence customer satisfaction. Furthermore, moderating variables - nationality and past experience have significant influence on the relationship between service quality and customer satisfaction. It is suggested that the 5-star hotels operators need to pay more attention and to emphasize on these significant underlying service quality dimensions of tangibles, reliability, responsiveness, assurance, empathy, as well as nationality and past experience to enhance customer satisfaction and customer loyalty; in order to maximize 5-star hotels profit for the future. The findings contribute to the understanding of key service quality dimensions lead to guest satisfaction of 5-star hotels in Kota Kinabalu, Sabah.

Item Type:	Thesis (Other)
Keyword:	Perceived service quality, Customer satisfaction, SERVQUAL, 5-star hotel
Subjects:	G Geography. Anthropology. Recreation > G Geography (General). Atlases. Maps > G1-922 Geography (General) > G149-180 Travel. Voyages and travels (General) > G154.9-155.8 Travel and state. Tourism
Department:	SCHOOL > School of Business and Economics
Depositing User:	DG MASNIAH AHMAD -
Date Deposited:	11 Aug 2025 10:40
Last Modified:	11 Aug 2025 10:40
URI:	https://eprints.ums.edu.my/id/eprint/44857

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