CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY OF FRONT OFFICE STAFF AT THE HOTEL IN KUALA TERENGGANU

INTRODUCTION

According to Asian Development Outlook (2007) revealed that the trend of world markets has change noticeably from agriculture business to service markets. It is vital for each services businesses to improve their service quality in order to make their services satisfied by customers, especially in the hotel industry. Quality standards becomes the priority focus for many hotel operators in order to meet the customers’ needs and wants and the customers’ expectations. Juwaheer & Ross (2003) discovered that hotel operators are more likely to anticipate and fulfil their customers’ needs and wants once customers’ requirements are clearly identified and understood. Moreover, Choi & Chu (2001) stated that the more the customers are satisfied, the more likely they will return or prolong their hotel stay. At present, hotel visitors in Kuala Terengganu, Malaysia seem to have adequate high standards and demands for excellent service. Instead of having a nice room to draw in customers and increased their competition, hotel operators are now offer high quality staff as a feature. Wipoosattaya (2001) mentioned that personal service is at the priority of many travellers’ list of the most important factors when considering which hotel to stay in, and customers’ satisfaction is the top priority for each owners and managers in order to compete with hundreds of others. Hotel