Examining Service Quality Dimensions Towards Malaysian Airport Customers in Sarawak

Abstract

Abstract

Nowadays, focusing on quality is extremely important in any businesses for survival of the organizations in long term and to remain competitive in uncertain and complex environment. Service quality is the main thrust of success of business organization especially for the tourism service provider in Muslim country like Malaysia. Malaysia as a progressive Muslim-majority country, is well positioned to offer high-quality services in the tourism sector while upholding Islamic values. It is important to understand clearly on what is wanted and how they experience on the actual service quality at airport. Passengers come from various countries thus various cultures from all over the world whereby it is difficult and hard on recognizing on which medium to satisfy or maybe on what kind of service they expect to perceive and receive from the airport service provider like Malaysian Airport Holdings Berhad (MAHB) which also includes on what them encountering the service and perceived expectation. This study attempts to examine the relationship between service quality dimensions and satisfaction of Malaysian Airport customer in Sarawak, Malaysia. This study utilizes quantitative approach which employs a self-administered a cross-sectional survey design. 200 copies of questionnaires were distributed to the respondents and 150 usable copies were subsequently collected. Regression analysis was utilized to assess the effect of services quality dimension on customer’s satisfaction. The findings indicate that tangibility, reliability, responsiveness, empathy and assurance having positive effect on customers’ satisfaction. This study has important implications for policymakers and stakeholder of MAHB for appropriate interventions as to enhance customer’s satisfaction in the tourism industry in Malaysia.