Visitor's Satisfaction Towards Service Quality Of Penang Hill Funicular Train

According to Ababneh (2013) service quality plays an important role in order to increase the level of visitor satisfaction in the tourism industry. According to Vérain (2015) visitor satisfaction is becoming more significant in the service industries. When it is related to the tourism industry, visitors will be more likely to recommend the tourism destination or activity that they involved when they are satisfied with the tourism products or services (Vérain, 2015). Therefore, service quality is significant for the service provider and they must always ensure the high quality of service provided in order to retain their customers. This study attempts to examine the interrelationship between visitor’s expectation, perception, and satisfaction towards the service quality of Penang Hill funicular train. The SERVQUAL model has been implemented in this research in order to identify which service dimensions has the greatest contribution to the overall satisfaction of visitors that has taken the Penang Hill funicular train. This study was conducted using both qualitative and quantitative method in which survey questionnaire was used as the instrument to collect data There is 300 set of the questionnaire are distribute to the respondents and the response rate is 98%. In this research, the analysis techniques used to analyse the data are reliability, descriptive statistic, Pearson correlation and regression calculations. From the results findings, the Pearson correlation had shown there was a significant positive relationship between the SERVQUAL dimensions and the overall visitor satisfaction. For the regression analysis, it is shown that empathy dimension has the greatest contribution, out of five service dimensions (Tangibility, reliability, assurance, responsiveness and empathy)