期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2021
卷号：11
期号：11
页码：1172-1179
DOI：10.6007/IJARBSS/v11-i11/11301
语种：English
出版社：Human Resource Management Academic Research Society
摘要：The aim of this is to identify the relationship between service quality and customer satisfaction in the outdoor activities service by Rentas Adventure Group. The SERVQUAL model was adopted to measure the service quality provided, which contributes to customer satisfaction. Questionnaires were distributed among 250 customers of Rentas Adventure Group. An easy random sampling technique was used to determine the sample size, and 218 respondents had given their prompt feedback towards the questionnaire distributed. Research questions and objectives were set. Descriptive statistics comprising the percentage, the mean, and standard deviation were used for data presentation and analysis. Correlation analysis was employed to evaluate the relationship between service quality and customer satisfaction. The study reveals that service quality affects customer satisfaction and a relationship between service quality and customer satisfaction. The researcher concluded that the organization needs to regularly enhance and monitor its service quality because of its effects on customer satisfaction. To ensure that customer satisfaction is high, organizations must first know the customers' expectations and how they can meet such expectations. In providing the customer's satisfaction could be improved, the organizations recommended seeking feedback from the customers to improve it in the future.
