Customer perception on service quality towards tourism customer satisfaction in Malaysian marine tourism sector

Ulfy, Mohammad Arije and Hossin, Md Suliman and Karim, Md Wasiul and Suib, Fatin Husna (2021) Customer perception on service quality towards tourism customer satisfaction in Malaysian marine tourism sector. GeoJournal of Tourism and Geosites, 37 (3). pp. 792-799. ISSN 2065-0817 E-ISSN 2065-1198

Preview	PDF (SCOPUS) - Supplemental Material Download (488kB) | Preview
	PDF (Article) - Published Version Restricted to Repository staff only Download (693kB) | Request a copy

Abstract

Marine based tourism has emerged as a subject of concern in the area of ocean and coastal management. Today, demand for marine tourism has increased dramatically and is highlighted as one of the new horizons and fastest-growing sectors in the world’s tourism industry. Malaysia is indeed one of the countries with the most beautiful and diversified marine life. The fundamental purpose of this study is to examine the satisfaction of tourists towards the service quality of marine tourism in Malaysia. The development of the research framework is based on the SERVQUAL model. A total of 300 responses were received from the Klang Valley area of Malaysia. For the purpose of processing and analyzing the data, Partial Least Square (PLS-SEM) method was employed. By applying a two-step approach, the study assesses the measurement model and the structural model. Findings from the survey reveal that assurance, tangibility, empathy, reliability, and responsiveness have a significant positive relationship with customer satisfaction thus these factors describe customer satisfaction adequately. This study would enable policymakers and tourism companies to develop policies to improve customer satisfaction by increasing the quality of service

Item Type:	Article (Journal)
Additional Information:	8704/93581
Uncontrolled Keywords:	Customer Perception, Marine Tourism, Malaysia, PLS-SEM, Satisfaction, SERVQUAL
Subjects:	H Social Sciences > HF Commerce > HF5475.I74 Halal business, entrepreneur, marketing, management, and administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences > Department of Business Administration Kulliyyah of Economics and Management Sciences
Depositing User:	Dr Fatin Husna Suib
Date Deposited:	09 Nov 2021 08:46
Last Modified:	09 Nov 2021 08:46
URI:	http://irep.iium.edu.my/id/eprint/93581

Actions (login required)

View Item