Service Quality Dimensions and Guest Satisfaction: An Empirical Study of High-End Hotels in Langkawi, Kedah

SERVQUAL is an assessment tool devised by Parasuraman, Zeithaml, and Berry to evaluate the quality of service. It is achieved by examining the alignment between guests' expectations and their real-life encounters across five crucial dimensions which are tangibility, reliability, responsiveness, assurance, and empathy. Notably, hotels in Langkawi are responding to the challenges brought about by the post-pandemic era by implementing safety measures, embracing sustainability, and integrating digital technology. Their goal is to provide customized experiences at competitive prices, with a strong focus on delivering excellent service and ensuring guest satisfaction. Therefore, the purpose of this study was to investigate how service quality impacted guest satisfaction of four- and five-star hotel services in Langkawi, Kedah. This research involved 385 guests who had completed a questionnaire consisting of 33 items in measuring service quality dimensions such as tangibility, assurance, responsiveness, reliability, and empathy. The impact of service quality on customer satisfaction at Langkawi's four- and five-star hotels was analyzed quantitatively using SPSS version 26. The results of the multiple regression analysis revealed that assurance, reliability, and empathy were the most influential factors in guest satisfaction. The focus on all four and five-star hotels in Langkawi ensured that the findings were contextually relevant and provided valuable information that might help hotel managers in effectively meeting guest expectations. This research contributed to the understanding of service quality dynamics in luxury hotel settings and emphasized the importance of customized service strategies to optimize guest experiences.