The effectiveness of service quality towards customer satisfaction at MITC

This research is about a study the effectiveness of service quality towards customer satisfaction at Melaka International Trade Centre (MITC). Factors such as service quality and customer satisfaction have been identified in order to investigate whether or not these factors have a relationship with customer satisfaction. The survey is conducted at Melaka area. The sample size for this study is 100 respondent which is customers of Melaka International Trade Centre. Data obtained using two methods that are primary. Respondents are required to answer the questionnaires that contain element that potentially have relationship with service quality and customer satisfaction. Data are analyzed using Reliability Test, Pearson Correlation Analysis through SPSS Program. The result shows that all dimensions in service quality which is tangible, reliability responsiveness, empathy and assurance have significant relationship on customer satisfaction. From the finding also customers do not satisfied with the service quality provide by Melaka International Trade Centre because the customers’ perception greater than their expectation.