The relationship between service quality and customer satisfaction at H&L Hypermarket At Aiman Mall, Kota Samarahan, Sarawak / Marta Nuti Juimes

These days, all the organizations are facing challenges to investigate how service quality affects customer satisfaction in a hypermarket in order to improve their service quality. The service quality affects customer satisfaction in terms of tangibility, reliability, responsiveness and assurance of the hypermarket. This study seeks to identify the relationship between service quality and customer satisfaction at H&L Hypermarket at Aiman Mall, Kota Samarahan, Sarawak. In this study, the researcher used correlational and questionnaires for data collection. There are several theories that were found from journals and articles which further explain the association between the two variables ofthis study. A total of 169 responses from 181 distributed questionnaires were used for the analysis ofthis study. The results showed that the relationship between service quality was positive and significant with customer satisfaction. By having this result, it was proved that customer satisfaction was affected by service quality provided by the hypermarket. The significance of the study was that the positive reinforcement of customers will increase customer satisfaction on the employees. Thus, employee who is satisfied has a commitment toserve the customers better. This study was limited as there was still not enough study about service quality and customer satisfaction in retailing industries to be referred by the researcher. Therefore, it is highly recommended to add more references on the service quality and customer satisfaction in retailing industries.