A Study of Customer Satisfaction toward Service Quality of Hotels in Langkawi

Noraslinda Mohd Said, Nursyafiqah A Raman, Johanudin Lahap, Fadhlina Mahat, Teku Zariff Zaeimoedin and Mas Affandy Mashuri
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Noraslinda Mohd Said: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA (UiTM), Cawangan Pulau Pinang, Pulau Pinang, Malaysia
Nursyafiqah A Raman: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA (UiTM), Cawangan Pulau Pinang, Pulau Pinang, Malaysia
Johanudin Lahap: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA (UiTM), Cawangan Pulau Pinang, Pulau Pinang, Malaysia
Fadhlina Mahat: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA (UiTM), Cawangan Pulau Pinang, Pulau Pinang, Malaysia
Teku Zariff Zaeimoedin: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA (UiTM), Cawangan Pulau Pinang, Pulau Pinang, Malaysia
Mas Affandy Mashuri: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA (UiTM), Cawangan Pulau Pinang, Pulau Pinang, Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 2, 2819-2827

Abstract: The hospitality industry is growing, and the main factors contributing to its success are service quality and customer satisfaction. The main aim of this study is to examine factors that influence customer satisfaction towards the service quality offered by hotels in Langkawi. Langkawi is an Island located in the northern part of Peninsular Malaysia, the island attracts many visitors domestically and internationally making it among the most popular tourist destinations in Malaysia. For the methodology, this research adopts descriptive analysis to analyze the relationship between the quality of service toward customer satisfaction provided by hotels that exist in Langkawi. The data was then analyzed by SPSS by using spearmen correlation analysis. The findings reveal that the five dimensions (tangible, dependability, responsiveness, assurance, and empathy) were known to have a positive relationship with customer satisfaction. Based on the results, it was discovered that assurance scored the highest level of importance towards customer satisfaction. Hence, it can be concluded that despite many factors influencing customer satisfaction, it was found that customer assurance plays a vital role in service quality, particularly in Langkawi hotels.

Date: 2025
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