Service quality and customer satisfaction in Kundasang Guesthouse Ranau, Sabah / Nurulsyhilla Kanim

The general purpose of this study was to examine the relationship between service quality and customer satisfaction in Kundasang Guesthouse Ranau, Sabah. The five key specific objectives based on the SERVQUAL model which to determined the relationship of tangibility, reliability, responsiveness, assurance, and empathy on customer satisfaction in Kundasang Guesthouse. A service quality (SERVQUAL) measurement of customer satisfaction has attracted a remarkable interest in economic and hospitality industry literature. Since then, a number of researchers have looked for the answers to whether service quality (SERVQUAL) affecting customer satisfaction in hospitality industries. This study used quantitative approach research design. Questionnaire is chosen as a data collection instrument. The Questionnaire of this study will distribute through online which is using E-mail and Google Form as the tool to build the online questionnaire. There are 138 respondents of guests Kundasang Guesthouse involved. Sampling technique is Non-probability sampling which Convenience sample used in this study. Data analysis method is use a descriptive and inferential analysis. Findings of the study showed that three of the service quality dimension which is Responsiveness, Assurance, and Empathy has a positive relationship with Customer Satisfaction, while Tangibility dimension and Reliability dimension shows an insignificant relationship with the Customer Satisfaction. For this study, findings presenting that Assurance was the important factor influencing customer satisfaction in Kundasang Guesthouse, followed by Responsiveness as the second important and Empathy was the third important factor that influence customer satisfaction.