FACULTY OF BUSINESS, MANAGEMENT

AND SOCIAL SCIENCES

BACHELOR OF BUSINESS ADMINISTRATION
Final Year Project
PROJECT TITLE: Factors That Influence Customer Satisfaction in Hotel Industry
Dear respondent:
I am Ho Zhi Jean, a final year undergraduate student of Bachelor of Business Administration (Hons) from Quest
International University Perak (QIUP). The purpose of this research is to investigate the factors perceived
service quality, perceived value brand image, and price fairness which will influence the customer satisfaction
in hotel industry.
Thank you for your participation.
Instructions:
1) There are Three(3) sections within this questionnaire. Please answer ALL
questions in ALL sections.
2) You will take approximately 5 to 10 minutes to complete the questionnaire.
3) Please read the instruction carefully before answering the question. Your
individual responses will be kept strictly confidential.

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Section A: General Information

Please put a tick () in the box [

] next to the answer of your choice. Each question may only choose ONE

answer.
1. Have you ever stayed at any hotel from following list? If yes, please choose ONLY ONE (tick ) for the
purpose of this survey (hereinafter referred as hotel companies
MH Hotel, Perak

Sunway Resort Hotel & Spa,

Kinta Riverfront, Perak

Petaling Jaya
Copthorne Hotel Cameron

Parkroyal Penang Resort

Berjaya Langkawi Resort, Langkawi
Thistle Port Dickson, Port Dickson

Highlands, Brinchang
The Majestic Hotel, Kuala Lumpur
Fraser Place, Kuala Lumpur
Others

2. How many times have you stayed at the hotel?

[

] 1 2 times

] 3 4 times

] 5 6 times

] 7 times and above

3. Please state the purpose of your last trip while stayed in hotel:
[

] Business

] Holiday / Leisure

] Others: ________________(Please specify)

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Section B: Construct Measurement

The number 1 to 5 represents a continuum in which 1 is strong disagreement and 5 equals to strong agreement.
According to your experience as a hotel customer, please circle the number that best reflects your opinion about
the statement.
*Notes: 1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly Agree

Neutral

Agree

3
3
3
3
3

4
4
4
4
4

Neutral

Agree

1
1
1
1

2
2
2
2

3
3
3
3

4
4
4
4

Neutral

Agree

2
2
2
2
2

3
3
3
3
3

4
4
4
4
4

1
1
1
1
1

AgreeStrongly

Disagree

PV5

2
2
2
2
2

Disagree

The hotel services have an acceptable standard of quality.

The hotel services are good for the price paid.
The hotel services fulfill my needs well.
I feel relaxed when I use the hotel services.
Using the hotel services provided by the hotel is worth for me
to sacrifice some time and efforts in purchasing.

Disagree

PV1
PV2
PV3
PV4

DisagreeStrongly

Questions

DisagreeStrongly

No.

DisagreeStrongly

IV1. PERCEIVED VALUE

5
5
5
5
5

No.

Questions

SQ1
SQ2
SQ3

The hotel has operating hours convenient to all its customers.

The hotels employees are well-dressed and appear neat.
The hotels employees give me prompt service.
The hotel provides its services at the time it promises to do

SQ4
SQ5

so.
I feel safe in my transactions with the hotel.

AgreeStrongly

IV2. SERVICE QUALITY

5
5
5
5
5

No.
BI1
BI2
BI3
BI4
BI5

Questions
I have always had a good impression of the hotel.
I believe that the hotel has better image than its competitors.
I consider that the hotels reputation is high.
The hotel brand is trustworthy.
The hotel brand offers good service quality.

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1
1
1
1
1

AgreeStrongly

IV3. BRAND IMAGE

5
5
5
5
5

attractive.
PF3 The rate of hotel services is reasonable.
The hotel is offering flexible pricing for various services that
PF4
meet my needs.
I will continue to stay with the hotel unless the price is
PF5
significantly higher as compared to other hotel.

AgreeStrongly

policies of products and services.

The pricing policies of products and services from the hotel are

Agree

PF2

The hotel took effective ways to help us know its pricing

Neutral

PF1

Questions

Disagree

No.

DisagreeStrongly

IV4. PRICE FAIRNESS

1
1

2
2

3
3

4
4

5
5

DisagreeStrongly

Disagree

Neutral

Agree

AgreeStrongly

DV. CUSTOMER SATISFACTION

My choice to stay in the hotel was a wise one.

2
CS

I feel satisfied with the hotels service quality.

3
CS

The hotel company always fulfils my expectations.

4
CS

I am pleased to have visited the hotel.

No.

Questions

CS

I think I did the right thing when I decided to stay in the hotel.

1
CS

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Section C: Personal Details

Please put a tick () in the box [

] next to the answer of your choice.

1) Gender:
[

] Male

] Female

] Married

2) Marital Status:
[

] Single

3) Age:
[

] Below 20 years old

] 21 30 years old

] 41 50 years old

] Above 50 years old

] 31 40 years old

4) Race:
[

] Malay

] Chinese

] Indian

] Others

5) Educational level:
[

] Primary / Secondary

] STPM / Foundation

] Diploma

] Degree

] Master

] PhD

] Businessman

] RM 2,500 RM 4,999

6) Occupation:
[

] Student

] Housewife

] Employee

] Others

7) Monthly income level:

[

] Below RM1,000

] RM 1,000 RM 2,499

] RM 5,000 RM 7,499

] Above RM 7,500

Thank you for your time, opinion and comments.

All responses will be kept private and confidential.
~ The End ~

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