The relationship between service quality and customer satisfaction at Servay Hypermarket at The Summer Mall, Kota Samarahan, Sarawak / Merwira Al Amar

Retailing industry must be provided with a good quality of services, sufficient information and staff attitude in order to solve the challenges faced by them at the same time. If the challenges faced are not being solved, it will lower customer satisfaction and it is hard for the customers to find what they want in retailing industry. This study sought to identify the relationship between service quality and customer satisfaction at Servay Hypermarket at The Summer Mall, Kota Samarahan, Sarawak. Besides that, several theories that were being conducted by previous researchers were discussed to further explain the association between the variables in this study. In this study, a total of 174 questionnaires were used for the analysis of this study. Other than that, the researcher used correlational research. The results showed that there was a large correlation and significant between tangibility and customer satisfaction (r=.667**, p<0.05), reliability and customer satisfaction (r=.599**, p<0.05), responsiveness and customer satisfaction (r=.687**, p<0.05) and also assurance and customer satisfaction (r=.725**, p<0.05). Hence, the relationship between service quality which were tangibility, reliability, responsiveness and assurance had a strong relationship with customer satisfaction. Furthermore, these results implied that customer satisfaction was affected by service quality and both the management and employees played vital roles in creating better service quality that can increase the customer satisfaction. The importance of this study was that the organization was willing to provide what was the best for customers and the quality services increased the satisfaction of customers. It is highly recommended that future research should study service quality and customer satisfaction in different states or countries and also in different industries.