THE RELATIONSHIP BETWEEN SERVICE QUALITY AND CUSTOMER SATISFACTION TOWARD FRONT OFFICE STAFF AT 3 STARS HOTELS IN KUALA LUMPUR

Abstract

This study investigates the relationship between service quality and customer satisfaction towards front office staff in 3-star hotels in Kuala Lumpur. Through a quantitative research approach, the study aims to analyse three key dimensions of service quality – tangibility, responsiveness, and assurance – and their impact on customer satisfaction. The research findings reveal noteworthy insights into each dimension. Tangibility showcases a positive perception among respondents. Notably, the mean scores for Tangibility items T2 and T5 are 4.41 and 4.38 respectively. Similarly, responsiveness, including attributes like promptness and willingness to assist, garnered commendable ratings, with notable emphasis on timely service delivery. The mean score for the highest-rated item, R2, is 4.30. Furthermore, assurance, encompassing factors such as reliability and professionalism, emerges as a significant predictor of customer satisfaction, with the highest-rated item A5 scoring 4.29. Statistical analysis using Pearson correlation coefficients indicates positive associations between all three dimensions of service quality and customer satisfaction, with responsiveness and assurance demonstrating relatively stronger correlations (r = 0.531 and r = 0.615 respectively). These findings underscore the critical role of service quality in shaping customer perceptions and satisfaction levels, thereby providing valuable insights for enhancing frontline service delivery in the hospitality industry.