Analyzing Customer Satisfaction in Service Quality at the Malaysian Green Hotel

The service quality in The Green hotel sector is a crucial determination toward a thriving market. The current trend of enhancing good quality management in Green hotel industry affect the goal of competitive advantage between the Green Hotels. The conceptual model of service quality is needed to understand the provenance of service quality and potential gaps in quality. The study aims to help the Green hotel to measure the service quality by using the SERVQUAL model. The study consists of five independents variables which are tangible, empathy, reliability, assurance, and responsiveness, while the dependent variable is customer satisfaction. The survey data was collected from 155 respondents were analyzed using Statistical Package from the Social Science (SPSS 25.0). This research uses the cluster sampling technique as probability sampling. The findings of this research contribute to the Green Hotels sector as well as the government, specifically on Malaysia tourism industry and sustainability.