This study analyzes the influence of service quality on customer satisfaction at Jendela Wisata Travel in Malang City using the SERVQUAL method. The research evaluates five quality dimensions: tangibles, reliability, responsiveness, assurance, and empathy. A quantitative approach was employed, collecting data via a questionnaire distributed to 87 respondents. Data was analyzed using multiple linear regression and SERVQUAL gap analysis. Results indicate that reliability, responsiveness, and empathy have a significant positive effect on customer satisfaction, with responsiveness being the most dominant factor. Conversely, the tangibles and assurance dimensions showed a significant but negative influence. The gap analysis revealed service performance in four dimensions has not met customer expectations, with responsiveness having the largest negative gap (-0.218). The tangible dimension was the only one with a positive gap (+0.017). Simultaneously, all five dimensions significantly affect customer satisfaction, explaining 27.5% of the variance in customer satisfaction. This research offers managerial insights for Jendela Wisata to improve service quality, particularly in responsiveness.
Ramadhani et al. (Wed,) studied this question.
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