Customer satisfaction on services cape towards re-patronage intention: a study of hotels and resorts in Ayer Keroh Melaka / Nor Hamiza Mohd Noor, Siti Nazirah Omar and Mohd Halim Mahphoth

Melaka earned recognition from UNESCO as one of world heritage sites and increases its popularity as one of tourism spots in Malaysia. This directly influenced tourist to visit and stay in hotel as accommodation in Melaka. Several tourists perceived a conducive services cape as factor to stay longer and intended to repeat patronage in the future. This study deployed a list of services cape dimensions from Bitner (1992) and examines its importance which underpinning the research. The content was analysed through observation of five variables namely Ambient Conditions, Spatial Layout, Functionality, Signs, Symbols and Artifacts and Cleanliness and it relationships towards customer feeling on services cape and their intention to re-patronage. A sample of 195 people was taken from various hotels in Melaka by filling-up a given on-site survey questionnaire. Findings discovered significant relationship between customer feeling on services cape and their re-patronage intention, as cleanliness rated for their priority. Finally, the analyses have significant value for marketing-mix strategies and this elucidates potential outcome and outline possible recommendations that may vital for better improvement of services cape in hospitality industry.