Service marketing mix and customer satisfaction of hotel in Johor Bahru

Abstract

Providing customer satisfaction is one of the biggest challenges in service industries. Organizations today are putting on efforts to identify and manage existing customers. Among the popular marketing theories, the 7Ps marketing mix recognized the critical factor in business for competitive differentiation, customer satisfaction. This study examines the relationship between the 7Ps marketing mix and customer satisfaction. Furthermore, this research tries to discover the existence of difference in the level of customer satisfaction based on nationality that customer are Malaysian or Non-Malaysian. In this research the non-probability and convenient sampling is chosen and by using Likert Scale’s questionnaire the data were collected from 12 hotels in Johor Bahru. Data were analyzed according to the collected questionnaires by several methods were used such as, reliability and validity analysis, t-test, ANOVA, Pearson correlation and multiple regression. The results of this study show all the 7Ps marketing mix components has a positive relationship with the customer satisfaction and, among the marketing mix components, product has the largest impact on customer satisfaction. Furthermore purpose of stay and nationality have not significant difference in level of customer satisfaction. Alike, traveler type has significant difference level of customer satisfaction. This study provides hotel professionals with an assessment of 7Ps marketing mix theory to measure and manage customer satisfaction in hotels in Johor Bahru.