The impact of servicescape towards Melaka International Trade Centre (MITC) service quality / Intan Adila Adam

This research is about a study on the impact of Servicescape towards Melaka International Trade Centre (MITC) Service Quality. Elements such as physical facility, location, ambient conditions and interpersonal conditions have been identified in order to investigate whether or not these factors have a relationship with service quality.

The survey is conducted at Melaka area. The sample size for this study is 100 customers who are having come in any event that occur in Melaka International Trade Centre (MITC). There were 100 questionnaires were distributed and all 100 questionnaires were returned. Data obtained using two methods that are primary and secondary data. Respondents are required to answer the questionnaires that contain element that potentially have relationship with service quality. Data are analyzed using Reliability Test, Pearson Correlation Analysis, Frequency Analysis and Descriptive statistics through SPSS Program and also Cross Tabulation.

The result shows that all three out of four of the element from independent variables which is physical facility, ambient conditions and interpersonal conditions have a significant relationship with service quality. Meanwhile location has no significant relationship with service quality.