Middle east and north african students' perception toward Sharia Compliant Hotel

Abstract

One of the biggest contemporary challenges of management in service industries is providing and maintaining customer satisfaction. Service quality and customer satisfaction have increasingly been identified as key factors in the battle for competitive differentiation and customer retention. Overwhelming customer demand for quality products and service has in recent years become increasingly evident to professionals in the tourism and hotel industry. Among all customer demands, service quality has been increasingly recognized as a critical factor in the success of any business. The purpose of this study is to examine level of service quality and level of satisfaction of MENA students in UTM. Also it investigates the relationship between the both variables stated above. Furthermore, this research tries to discover the existence of difference in the level of service quality and level of Satisfaction based on demography. By using Preferences, SERVQUAL and satisfaction questionnaire the data was collected. During the analysis several methods was used such as, factor analysis, reliability analysis, single mean t-test, correlation and regression, ONE-WAY ANOVA, independent t-test and descriptive analysis. The results of this study shows high level of service quality and satisfaction, however only two servqual dimensions that has a positive relationship with the satisfaction, furthermore only nationality has make a difference in terms of level of satisfaction. This study provides hotel professionals with an assessment of current methods of measuring and managing customer satisfaction in Sharia Compliant Hotel.