Structural Relationships between Aspects of Hotel Service Quality and Their Effect on Tourist Satisfaction (Hubungan Struktur antara Aspek Kualiti Perkhidmatan Hotel dan Kesannya ke AtasKepuasan Pelancong)

Norazah Mohd Suki

Abstract


ABSTRACT

This study examines the impact of assurance, reliability, responsiveness, tangibles and empathy on the level of tourist satisfaction with hotel service delivery. A questionnaire is distributed to 200 respondents who are patrons of hotels in the Federal Territory of Labuan, Malaysia and are familiar with their services. The resulting data is analyzed using Structural Equation Modeling (SEM) via AMOS 5.0. The findings support previous research and demonstrate that tourists’ satisfaction can be enriched by changes and improvements in hotel services significantly associated with empathy, tangibles, reliability, and responsiveness. The amount of empathy perceived serves as the best predictor of tourist satisfaction, followed by the extent of the discernible tangible benefits. By recognizing the impact of assurance, reliability, responsiveness, tangibles and empathy on tourist satisfaction with hotel service delivery, tourism marketers and planners should be able to attract more tourists by placing greater emphasis on the key aspects of hotel service considered in this study.

ABSTRAK

Kajian ini menguji kesan jaminan, kebolehpercayaan, tindak balas, tangible dan empati terhadap kepuasan pelancong mengenai penyediaan perkhidmatan hotel. Soal selidik telah diedarkan kepada 200 responden yang telah mengunjungi dan menerima perkhidmatan hotel di Wilayah Persekutuan Labuan, Malaysia. Data telah dianalisis dengan menggunakan Structural Equation Modeling (SEM) menggunakan perisian AMOS 5.0. Hasil kajian ini menyokong penyelidikan terdahulu yang menunjukkan bahawa kepuasan pelancong boleh dipertingkatkan dengan mengubah dan memperbaiki perkhidmatan hotel kerana ia mempunyai kaitan signifikan dengan empati, tangible, kebolehpercayaan dan tindak balas. Empati merupakan faktor yang mempunyai pengaruh terbesar terhadap kepuasan pelancong diikuti oleh faedah-faedah yang tangible. Dengan mengiktiraf kesan jaminan, kebolehpercayaan, tindak balas, tangible dan empati terhadap kepuasan pelancong mengenai perkhidmatan hotel yang diterima, pemasar dan perancang pelancongan sepatutnya boleh menarik minat lebih ramai pelancong dengan memberikan penekanan kepada aspek-aspek utama penyediaan perkhidmatan hotel tersebut.


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