Examining service quality dimensions towards satisfaction of Malaysian airport customers in Sarawak

Nowadays, concentrating on quality is extremely important in any type of businesses for the organization to survive in long term and remain competitive in uncertain and complex environment. Service quality is the key thrust of the success of any business organization especially for the tourism service provider in Muslim country like Malaysia. Malaysia is known as a progressive Muslim-majority country, is well positioned in offering high-quality services in the tourism sector while upholding Islamic values. It is very important to recognize clearly on what is required and how they experience on the actual service quality at the airport as a tourism spot. Passengers come from different countries representing various cultures and societies from all over the world, thus it is challenging and hard to recognize on which medium to satisfy or what type of service they expect to perceive and receive from the airport service provider like Malaysian Airport Holdings Berhad (MAHB) which also includes on what they encountered from the service provided and perceived expectation. This study attempts to examine the relationship between service quality dimensions and satisfaction of Malaysian Airport customer in Sarawak, Malaysia. This study utilizes quantitative approach which employs a self-administered a cross-sectional survey design. There are 200 copies of questionnaires were distributed to the respondents and 150 usable copies were subsequently collected. Regression analysis was applied to assess the effect of service quality dimensions toward customer’s satisfaction. The findings indicate that tangibility, reliability, responsiveness, assurance and empathy having positive effect on customers’ satisfaction. This study has important implications for policymakers and stakeholder of MAHB for appropriate interventions as to enhance customer’s satisfaction in the tourism industry in Malaysia.