Explaining Satisfaction Levels of the Guest of the Three Star Hotels at Kota Bharu, Kelantan

Essay by suaidah91College, Undergraduate March 2014

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1.0 Introduction

This chapter discusses in detail about the research background,

problem statement, research objectives, research questions, significance of

study and definition of terms. The research background of the study explained

shortly about guest satisfaction and its determinants. For the research

background of the study and research objective, it explained about the problem

that was identified in this study and the purposes of conducting this study. The

significance study explained about the reasons and benefits of conducting this


1.1 Research Background

From comparison between previous 30 years and now, it can be seen

that Malaysia has go through major changes which mean it has been

developed by upgraded environment and facilities in much area. This is

because Malaysia was contributed huge amount of revenue from tourism

industry based on Statistics of Tourist Arrivals and Receipts to Malaysia.

Consequently, it has encourages the growth of a sustainable economy in the

country. For that reason, Malaysia has been decide that the tourism industry is

one of the most significant sectors in Malaysia as it is one of Malaysia's largest

earners of foreign exchange. According to Celuch and D'Onofrio (1993); Fornell

and Westbrook (1984); and Halstead (1989), then, expanded by Nyer, 2000,


the hotel industry have closely connected to the tourism industry. In order to

uphold their success in today's competitive environment in hotel industry, it is

vital for hoteliers to keep hold of their current guests by providing satisfaction to


Figure 1.1: Tourist Arrivals and Receipts to Malaysia

Guest satisfaction is essential to long-term hotel business success and

one of the most frequently researched topics in marketing (Jones and Suh,

2000; Pappu and Quester, 2006).Due to guest satisfaction has been considered

as a fundamental determinant of long-term business success, lots of research

on guest satisfaction...