| Summary: | Customer satisfaction that uses any hotel services cannot be attained from just one or two satisfactory services but their satisfaction must include a repertoire of services that include aspects such as good services provided by the receptionist, rooms condition, toilet condition, the hotel environment, and services provided by the hotel staffs. With an improvement of customer satisfaction plus a higher standard of quality set by the hotel management, it can raise customer trustworthiness towards the respective hotel to a higher level. Thus, the main research purpose is to identify factors that influence customers' satisfaction towards hotel services and to identify critical factors that influence customer loyalty based from hotel services provided thus turning respective customers into loyal customers. A total of 100 respondents of UTM Scholars Inn visitors had been collected based from classified questionnaires which later extracted and inserted into Statistical Package for Social Science (SPSS) software to aid further analysis. Four method of analysis were used to analyze research data which are; frequency statistical analysis, score min statistical analysis, Cross-Tab statistical analysis and Chi-Square analysis. This research had identified 10 main factors that influence customer satisfaction which were found based from deliberate literature review and analysis from collected data. From an overall overview, customer satisfaction for UTM Scholar Inn UTM is at the level satisfaction to good. In conclusion, the management and the staff of Scholar Inn UTM Hotel need to improve their customer satisfaction that uses their service to a more astounding level.
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