Customer Satisfaction Towards Taman Awam Teluk Likas Kota Kinabalu Essay

CHAPTER 1 THE PROBLEM ? RESEARCH TITLE : CUSTOMER SATISFACTION TOWARDS TAMAN AWAM TELUK LIKAS KOTA KINABALU ? Background In addition to the Perdana Park and Tun Fuad Stephens Park, another nice place to hang around and unwind your body and mind after a long and tiring day at the office is Taman Awam Teluk Likas, Likas Kota Kinabalu Sabah. Taman Awam Teluk Likas is located along Jalan Tun fuad Stephens or also known as the Coastal Highway. It is very near to Masjid Bandaraya (City Mosque) and Wisma Pertanian Likas.

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It was opened to the public some time last year, but before the renovation/beautification works, it was already quite a popular spot for picnics and gatherings. It used to be mere grassy land with fir trees, but now there are playground, parking spots, more trees and flowers, public washrooms, flag poles, etc. It is the annual spot for the Dragon Boat Festival and some other water sports. It is a nice place for a swim, or do some fishing or exercising, But there is no coast guard on duty at the beach.

From there you can gaze upon the coasts of Kota Kinabalu, Yayasan Sabah building and the ships berthing.

The crowd usually flocks in Taman Awam Teluk Likas in the late afternoon. If the traffic is clear, it would take only about 5 minutes-drive from KK city. Taman Awam Teluk Likas, also known as Likas Bay Park is located along Tun Fuad Stephen road stretching from near Tanjung Lipat to Likas bay. This is a seafront recreational park, officially opened to the public in December 2008. The Government spent about RM4mil to build the park which boasts of facilities such as children’s playground, fitness station, nicely paved pedestrian pathway, plaza, gazebos (resting huts), public toilet and car parks.

With the kind of facilities, participants of the popular Sabah Dragon Boat Race and spectators alike will expect better organizing and have more fun this year. Bird lovers would find this park a place to rest before going on foot to the nearby bird sanctuary. Likas bay is known to be resting place for migrating waders and other water birds. Picnickers usually throng this park on weekends and have, on one occasion seen a considerably large number of people taking dip at the beach in an apparently bad luck ridding ritual.

Taman Awam Teluk Likas one of attraction place in Kota Kinabalu to customer and tourist but the condition of that place were not really satisfied when they visited there because to many rubbish near the beach. Purpose Of Study The Purpose of this study is to identify the customer satisfaction towards Taman Awam Teluk Likas as one of tourism attraction in Kota Kinabalu Sabah which is influence by the facility that provided, Awareness of the communities and Government and also the safety at there. Below is the list of research objective: 1.

To identify the level of facility that provides at Taman Teluk Likas. 2. To determine the level of awareness related to rubbish problem at Taman Awam Teluk Likas. 3. To identify the level of safety at Taman Awam Teluk Likas. Significant Of Study The significant of this study are to helps in identifying the customer satisfaction towards Taman Awam Teluk Likas as one of tourism attraction in Kota Kinabalu Sabah. This study also could encourage people become more care about this issues in way to improved this place as tourism destination which should be considered.

Theoretical Underpinning The relationship between dependent variable will attempt to be explained through theoretical underpinning. Customer satisfaction towards Taman Awam Teluk Likas is the dependant variable which the various variance attempt to be explained by three independent variable which is facilities that provide to customers, community awareness about the environment and the safety to customers at Taman Awam Teluk Likas that related to customer satisfaction.

Facility is accommodation that provides to customer who comes to the place like hotel, restaurant, homestead, public area and etc (Dictionary. Com). The facility that provide is to fulfill the customer needs during their visit at that place and in the end its will affects to customer satisfaction. For example at Taman Awam Teluk Likas they provide the facilities such as toilet playground for kids, cottage break/ gazebo and parking lot also the area. This facility provide to customer who visit this place. But when it comes to customer satisfaction, there is some lack of facility that provide.

For example there is one toilet had in Taman Awam Teluk Likas and it is can be use in the large quantity of customer during the weekends, some of customer has to wait for their turn, and the other things in toilet like toilet paper, and soap for wash hand were not provided. Some other facilities like place for barbeque and playground for kid its not enough for customer who come to visit especially during weekends and school holiday. The lack of facilities here can give effect to customer satisfaction because customer always has their own expectation to the place their visit.

The main aim of community awareness programs is to make the community more informed, alert, self-reliant and capable of participating in all activities and programs of disaster management in close collaboration with government and non-governmental organizations. Here in Tmn Awam Teluk Likas has with the rubbish problem. Local customer and also tourist who comes to visit here unsatisfied about the hygiene at the beach also the public area, which is toilet, walk side and at the cottage break. This thing can give the bad perception to this place, because tourist and local customer were come to relax here has their own expectation to the place.

Safety is the state of being “safe” (from French sauf), the condition of being protected against physical, social, spiritual, financial, political, emotional, occupational, psychological, educational or other types or consequences of failure, damage, error, accidents, harm or any other event which could be considered non-desirable. This can take the form of being protected from the event or from exposure to something that causes health or economical losses. It can include protection of people or of possessions. Safety means good judgment. Here in Taman Awam Teluk Likas the security level of safety were weak.

Because there is no life guard/coast guard in duty near the beach, so it dangerous to customer especially for those who not really good swimmer, there are some cases that reported about people drown. So it can effect the customer satisfaction because customer can not enjoying their leisure time without worried their safety at there. Research Question 1. What is the level of facility at Taman Awam Teluk Likas? 2. What is the best way to inculcate an awareness of hygiene and care facilities in Taman Awam Teluk Likas? 3. What is the level of safety at Taman Teluk Likas especially at the beach?

Statement Of Hypothesis Hypotheses 1: Alternative: H1 – There is a significance relationship between facilities and customer satisfaction towards Taman Awam Teluk Likas Null: Ho – There is no significant relationship between facilities and customer satisfaction towards Taman Awam Teluk Likas. Hypotheses 2: Alternative: H1 – There is a significance relationship between community awareness and customer satisfaction towards Taman Awam Teluk Likas. . Null: Ho – There is no significant relationship between community awareness and customer satisfaction towards Taman Awam Teluk Likas. Hypotheses 3: Alternative:

H1 – There is a significance relationship between safety to visitor and customer satisfaction towards Taman Awam Teluk Likas. Null: Ho – There is a significant relationship between safety to visitor and customer satisfaction towards Taman Awam Teluk Likas. Research Problem Taman Awam Teluk Likas one of attraction place in Kota Kinabalu Sabah to local cutomer and also tourist/foreign, but the condition of that place were not really satisfied when they visited there because too many rubbish near the beach. There is no Community Awareness in way to keep Taman Awam Teluk Likas clean from rubbish and other disposal thing.

Other than that, the facility that provide is not in good condition and still lack of facility provide like they are no stall at there. The toilet that provide also not enough when weekend, people have to wait their turn to use the toilet. Some of the facility like playground, cottage break, and also barbeque place is not enough, especially at the weekend because that placed were crowded with people who comes to do their leisure time with family. There also lack of safety, because there is no coast guard on duty near the beach, so it is dangerous to customer especially for those who not really good swimmer.

There are some cases that reported about people drown. Conceptual Framework • Independent Variables 1. Facility A facility is a building or room which was created to serve a specific purpose or is the ease of doing something. Physical infrastructure is in an important factor in tourism industry, by providing good facilities. An example of a facility is a gym. (http://www. yourdictionary. com/facility). There is still lack of facility that provides in Taman Awam Teluk Likas for example there is only one washroom and small space playground that provide at there and it will not enough for customer especially during weekends.

Other than that, there is not enough place for barbeque that provide to customer, so some customer has to bring their own barbeque set from their home, this can effect customer satisfaction because it would annoy visitors to bring a lot of things. 2. Community Awareness Awareness is the state or condition of being aware, having knowledge, consciousness. It is more about knowledge or understandings of a subject, issues or situation. The awareness from the government and local community are important in order to develop destination (Dictionary. om). Community awareness really important to keep maintains the cleanliness environment at Taman Awam Teluk Likas and to maintain the facilities still in good condition. 3. Safety Safety is the state of being ‘safe’ (from French sauf), the condition of being protected against physical, social ,spiritual, financial, political, emotional, occupational, psychological, educational, or other types or consequences of failure, damage, error, accidents, harm or any other event which could be non-desirebable. (yourdictionary. om) Here in Taman Awam Teluk Likas the security level of safety were weak. Because there is no life guard/coast guard in duty near the beach, so it dangerous to customer especially for those who not really good swimmer, there are some cases that reported about people drown. So it can effect the customer satisfaction because customer can not enjoying their leisure time without worried their safety at there. Dependant Variables The definition of customer satisfaction has been widely debated as organizations Increasingly attempt to measure it.

Customer satisfaction can be experienced in a variety of situations and connected to both goods and services. It is a highly personal assessment that is greatly affected by customer expectations. Satisfaction also is based on the customer’s experience of both contact with the organization (the “moment of truth” as it is called in business literature) and personal outcomes. Some researchers define a satisfied customer within the private sector as “one who receives significant added value” to his/her bottom line—a definition that may apply just as well to public services. (www. cssp. org). Summary

This study shows that the facilities, local community Awareness, and safety will affect the customer satisfaction towards Taman Awam Teluk Likas as the tourism attraction in Kota Kinabalu. CHAPTER 2 LITERATURE REVIEW This chapter will give an overview of literature and model that are related to the research problem stated in the previous chapter. The concept definition about customer satisfaction is also being introduced in this chapter. Definition of Customer Satisfaction The definition of customer satisfaction has been widely debated as organizations increasingly attempt to measure it.

Customer satisfaction can be experienced in a variety of situations and connected to both goods and services. It is a highly personal assessment that is greatly affected by customer expectations. Satisfaction also is based on the customer’s experience of both contact with the organization (the “moment of truth” as it is called in business literature) and personal outcomes. Some researchers define a satisfied customer within the private sector as “one who receives significant added value” to his/her bottom line—a definition that may apply just as well to public services.

Customer satisfaction differs depending on the situation and the product or service. A customer may be satisfied with a product or service, an experience, a purchase decision, a salesperson, store, service provider, or an attribute or any of these. Some researchers completely avoid “satisfaction” as a measurement objective because it is “too fuzzy an idea to serve as a meaningful benchmark. ” Instead, they focus on the customer’s entire experience with an organization or service contact and the detailed assessment of that experience.

For example, reporting methods developed for health care patient surveys often ask customers to rate their providers and experiences in response to detailed questions such as, “How well did your physicians keep you informed? ” These surveys provide “actionable” data that reveal obvious steps for improvement. Customer satisfaction is a highly personal assessment that is greatly influenced by individual expectations. Some definitions are based on the observation that customer satisfaction or dissatisfaction results from either the confirmation or disconfirmation of individual expectations regarding a service or product.

To avoid difficulties stemming from the kaleidoscope of customer expectations and differences, some experts urge companies to “concentrate on a goal that’s more closely linked to customer equity. ” Instead of asking whether customers are satisfied, they encourage companies to determine how customers hold them accountable (Danial Mike February 2007 ). Review of Past and Current Literature Customer satisfaction has been a popular topic in marketing practice and academic research since Cardozo’s (1965) initial study of customer effort, expectations and satisfaction.

Despite many attempts to measure and explain customer satisfaction, there still does not appear to be a consensus regarding its definition (Giese and Cote, 2000). Customer satisfaction is typically defined as post consumption evaluative judgments concerning a specific product or service (Gundersen, Heide and Olsson, 1996). It is the result of an evaluative process that contrasts prepurchase expectations with perceptions of performance during and after the consumption experience (Oliver, 1980).

The most widely accepted conceptualization of the customer satisfaction concept is the expectancy disconfirmation theory (McQuitty, Finn and Wiley, 2000). The theory was developed by Oliver, who proposed that satisfaction level is a result of the difference between expected and perceived performance. Satisfaction (positive disconfirmation) occures when product or service is better than expected. On the other hand, a performance worse than expected results is dissatisfaction (negative disconfirmation). Studies show that customer satisfaction may have direct and indirect impact on business results.

Luo and Homburg (2007) concluded that customer satisfaction positively affects business profitability. The majority of studies have investigated the relationship with customer behaviour patterns (Dimitriades, 2006; Olorunniwo et al. , 2006; Chi and Qu, 2008; Faullant et al. , 2008). According to these findings, customer satisfaction increases customer loyalty, influences repurchase intentions and leads to positive word-of-mouth. Given the vital role of customer satisfaction, it is not surprising that a variety of research has been devoted to investigating the determinants of satisfaction.

Satisfaction can be determined by subjective (e. g. customer needs, emotions) and objective factors (e. g. product and service features). Applying to the hospitality industry, there have been numerous studies that examine attributes that travelers may find 360 important regarding customers. Customer satisfaction has been the subject of considerable research and has been defined and measured in various ways (Oliver, 1997). Customer satisfaction may be defined as the customer’s fulfillment response to a consumption experience, or some part of it.

Customer satisfaction is a pleasurable fulfillment response while dissatisfaction is an unpleasurable one (Buttle, 2004). Independent Variables (Facilities) Definition of Facilities According to Freedictionary. com, facility is something ease in moving, acting, or doing aptitude or something that facilitates an action or process and created to serve a particular function. Review of Past and Current Literature Products and services are two common categories in analyzing competition, particularly in the field of marketing (Kotler and Keller, 2012; Kotler and Armstrong, 2004; Peter and Olson, 2010).

In much greater definitions related to products and services, nonetheless, the general conditions of the building and all forms of facilities, which are available in the building, may become interesting combinations to represent product or services for a particular building. It is, undoubtedly, perceived that the conditions of the building and all forms of available facilities in a building have potential to be considered as contributing factors toward customer satisfaction (Baucell, et al, 2007).

When the service quality exceeds the expectations, the service provider has won a delighted customer. Dissatisfaction will occur when the perceived overall service quality does not meet expectations (Looy, Gemmel & Dierdonck, 2003). Sometimes customer’s expectations are met, yet the customer is not satisfied. This occurs when the expectations are low (Buttle, 2005). For example, the customer expects the flight to be late and it gets late. Customer satisfaction is considered to be one of the most important outcomes of all marketing activities in a market-oriented firm.

The obvious need for satisfying the firm’s customer is to expand the business, to gain a higher market share, and to acquire repeat and referral business, all of which lead to improved profitability (Barsky, 1992). Independent Variables of Community Awareness According to Dictionary. com, awareness is the state or condition of being aware, having knowledge, consciousness. It is more about knowledge or understanding of a subject, issues or situation. The awareness from the local community and tourist who comes visit to Taman Awam Teluk Likas are important to get the level of customer satisfaction.

Review of Past and Current Literature Local community and also tourist should play a role in the awareness in way to get the level of customer satisfaction. According to Godfrey & Clarke 2000, communities are the focal point for the supply of accommodation, catering, information, transport, facilities and services for tourism development. Environmental education involves learning about the natural systems that sustain life and how those systems are affected by human activity. Environmental education raises public awareness of the environmental consequences of our actions.

During the last decades the trend for environmental protection has expanded in various areas, including the realm of education. The underlying assumptions of this inclusion are that if people are aware of the need for and the ways of protecting the environment they will act to preserve it, schools should assume responsibility for educating about environmental protection, and environmental education can be effective as a part of a school curriculum. (Paraskevopoulos et. al, 1998).

Several educators and environmentalists have produced a rich variety of education models, instructional packages and materials, and theoretical guidelines that have constituted EE. All these efforts have underlined the importance of education in promoting environmental awareness and protection. Many teachers in high schools develop and apply EE materials and activities. Furthermore, environmentally aware teachers tried to acquire both knowledge and training in EE (Carre & Carter, 1993). However, few researchers were active in providing the required research base for a scientific approach to the field.

The existing lack of research in EE, especially with regard to children in elementary schools, is not only a Turkish phenomenon. Most international studies have focused on the environmental knowledge and education of high school students, leaving the elementary level untouched (Jaus, 1982; Littledyke, 1997) However, the significance of EE is highlighted by research findings suggesting that students at the elementary (Froud, 1994; Gorodetsky, & Keiny 1995) level acquire most of their knowledge about the environment from classes in school.

Furthermore, it is becoming evident to all agents involved in EE that the significance of the old idea of building upon the prior knowledge and experience of each student acquires new meaning in the context of EE (Paraskevopoulos et. al, 1998). Walsh (1994) discussed extensively the need to consider the specific local experience of students before EE programs are implemented; the need for local research on environmental knowledge of students has been underlined by other researchers as well. Independent Variables (safety)

Definitions According to Merriam – Webster Dictionary, the definition of safety is not causing harm or injury. It means that having a low incidence of adverse reactions and significant side effects when adequate instructions for use are given and having a low potential for harm under conditions of widespread availability. The word safety means a complete understanding of your work and knowledge of every step that must be taken and the realization that mistakes could be costly to own self and the company.

Safety is one of the main concerns of the tourist when deciding on a tour therefore it is up to the service provider and managers to keep up with the safety expectation from the tourist. In the tourism perspective, the tourist mostly concern about the issue on general safety on the destination, food and water hygiene, being able to travel from certain place without feeling not secure and the access to emergency care in case something bad happened ((Duncan and Lawson, 1997) Review of past and current literature.

In today’s hectic and unpredictable lifestyle, people are getting more and more concern about personal safety, this also includes in the travel sector. Sonmez and Graefe (1998) had examined that the issue of safety in international travel and found out that the risk of terrorism directly influencing the tourist’s decision. Other than that, there is evidence that if a nation is suffering a deteriorating law and order problem this will cause the demand for tourism to that nation to be adversely affected ( Levantis and Gani, 2000).

The safety issue has been a great deal in the recent years, academics and practitioner had taken into consideration about crisis management in order to find solution that can negates the safety and security bad impact in the tourism industry and the affected destination. A less developed nation which are suffering from law and order problem will be at risk for the development of tourism because the primary concern for the tourist when choosing their travel destination is the potential exposure to rime, in which the poorer nation usually poses the bigger risk Due to this affect, the provider of tourist service such as restaurant, hotels, hire car companies and so on, there will be cost increase by way of higher insurance premium, and higher losses against businesses due to the criminal activities and this will lead into the increase of provision for security measure (Levantis and Gani, 2000). Chapter 3 Research Methodology ? . Research Method Introduction This chapter will present the ways of conducting the whole research.

This includes the purpose of research, sample size targeting and selecting, data collection methods and data analysis methods. Research Design For this research study, the researcher using descriptive research design to indentify and obtain the information because it is more suitable in order to answer the research used when the objective is systematically description of facts and characteristics of a given population or area of interest, factually and accurately. This research design is helps to make specific predictions or discover relationship and interactions among variables in order to identify customer satisfaction.

Descriptive design can be divided by two methods which is survey design and case study design. Survey design is more suitable for this study because it is high accuracy results, more flexible in choosing data collection techniques and offers lower cost. This design help to identify the customer satisfaction towards Taman Awam Teluk Likas to be one of attraction place in tourism industry in Kota Kinabalu Sabah by obtaining information from previous research that related to this study and survey method. Time Factor

Cross- sectional analysis used to proceeds this research, cross-sectional analysis means limiting investigations to a static analysis made at a single point in time. The limitations of these cross-sectional analyses are that they are confined to a specific point time which all the data collected just in short term and it is easier to conduct. For this research study, it was develop since September to December 2012. Level of Analysis Level of analysis is about who or what that being studied. There are three level of analysis are needed to done in this research study based on research title “Customer satisfaction towards Taman Awam Teluk Likas.

Which is involve individual (local community and tourist) as level of analysis of customer satisfaction towards Taman Awam Teluk Likas, because getting feedback from that individual(local community and tourist) who has experience been there, it will help this research study on what is customer expectation at that place. Next level analysis involved is group of student, or group of gender to get the feedback for this research, with this analysis with the group it will help to identify the level of customer satisfaction.

Lastly the level of analysis involve in this research study is the employee who is working and responsible at Taman Awam Teluk Likas in this research in way to get the feedback according to customer satisfaction issues. Data Gathering Methods Types of Data There are two types of data which is primary data and secondary data. Primary data is a new data that can be gathered according to the researcher’s own specifications in line with his particular objectives. Primary data generated by survey which is include questionnaire, interview and observations.

Secondary data is data that collected by someone other than the researcher such as public records, previous studies, company documents/annual reports, published data, government document , trade publication and books. It is also include the thoughts of non-observer. Both types of data will be used in this study. Primary data is collected via questionnaire and interview with local community and the management of Taman Awam Teluk Likas while secondary data extracted from journal and articles from internet and previous research study. Select Data Gathering Methods Primary Data For this study, data gather mainly by survey and interview.

Data collected from interview and distribute a questionnaire to local community and management of Taman Awam Teluk Likas. By using this method we could identify the level of customer satisfaction towards facilities, awareness and safety that provides in Taman Awam Teluk Likas in way to make the place is one of the tourism attraction in Kota Kinabalu Sabah. Secondary Data Secondary research was carried out including previous studies, statistics and any other relevant information about Taman Awam Teluk Likas Kota Kinabalu Sabah. 1. Review literature of the most recent published research and articles that related to Taman Awam Teluk Likas. . Sabah Tourism Board Data Analysis Techniques There are two types of data analysis which is primary analysis and secondary analysis. Primary analysis is the analysis of data in research study. Secondary analysis is the reanalysis of data for the purpose of answering the original research question with better statistical techniques or answering new question with old data. After all the data or information has been obtained, a computer program for statistical analysis which called Social Statistical Package( SPSS) use to analyses data that have been collected and keyed in. his type of analysis will increase the reliability and the validity of this research. This analysis is to determine the factor that effect the customer satisfaction towards Taman Awam Teluk Likas to be one of attraction placed to visit in tourism industry at Kota Kinabalu Sabah. Selection Subject Sample is a small group drawn from the population and contains the characteristics of the population. Select sample that will facilitate the analysis to be made of data. A sampling frame is a list of all sampling units available for selection at a stage of the sampling process.

At the final stage, the actual sample is drawn from such list. Some of the more creative thinking in a research project may be related to be specifications of a sampling frame. Sample can be divided into two types which is probability and non-probability. In probability sampling, each element of the population has known chance of being selected for the sample. The sampling is done by mathematical decision rules that leave no discretion to the researcher. There four types of probability sampling which is random sampling, stratified sampling, systematic sampling and cluster sampling.

In non-probability sampling, the selection of a population element to be part of the sample is based in some part on the judgment of the researcher. There are three types of sampling which is judgmental, quote and convenience sampling. For this research study, there are one hundred of sampling size are selected which is from the local community and the tourist who have visit Taman Awam Teluk Likas. Random sampling is implemented in this research. A random sample is a subset of individuals that are randomly selected from a population.

Because researchers usually cannot obtain data from every single person in a group, a smaller portion is randomly selected to represent the entire group as a whole. The goal is to obtain a sample that is representative of the larger population. Instrument and Scale The researcher using Likert Scale under internal scale for this questionnaire survey. It measures the magnitude of the difference and the proportions in difference. Likert Scale contains individuals respond with varying degree of intensity on a scale ranging between extremes. The score of the responses are summed and averaged to yield and individuals attitude score.

There are four sections in this research study of customer satisfaction towards Taman Awam Teluk Likas as a questionnaire survey. Section A is Demographic information which is only having four basic questions about age, sex/gender, educational level and employment status. It is a description of individual characteristics. Section B,C,D are the measurement of independent variables, and section E are the measurement of the dependant variables. Section B; Facilities, Section C; Community Awareness, Section C; Safety and lastly Section E; Customer satisfaction.

Every section in the questionnaire has five questions except for section A is demographic information which is only have four basic questions. The totals of question for every section are all same with five questions to avoid error when keyed in into Social Statistical Package (SPSS). The correlation of respondent is put in number from which is from 1-5. This means there are 5 different ranks: 1=Strongly Agree 2=Agree 3=Neutral 4=Disagree 5=Strongly Disagree. Validity and Reliability Validity is defined as the extent to which any measuring instrument measures what it is intended to measure.

Reliability concerns with the extent to which any measuring procedure yields the same results on repeated trials. Likert Scales are the most widely used measuring scale and this method a great deal because used fived choice response formats and are designed to measure attitudes or opinions. Pilot Study Before questionnaire is ready for use, it has to be pretested. The purpose of the pretest is to check whether the ideas in each question are clearer to the respondent. It is conducted on a very small sample. It allows the researcher to check for syntax errors, general format layout, and the comprehensiveness of the instrument.

Plans Of Data Analysis Hypotheses 1: Alternative: H1 – There is a significance relationship between facilities and customer satisfaction towards Taman Awam Teluk Likas Null: Ho – There is no significant relationship between facilities and customer satisfaction towards Taman Awam Teluk Likas. Hypotheses 2: Alternative: H1 – There is a significance relationship between community awareness and customer satisfaction towards Taman Awam Teluk Likas. . Null: Ho – There is no significant relationship between community awareness and customer satisfaction towards Taman Awam Teluk Likas. Hypotheses 3: Alternative:

H1 – There is a significance relationship between safety to visitor and customer satisfaction towards Taman Awam Teluk Likas. Null: Ho – There is a significant relationship between safety to visitor and customer satisfaction towards Taman Awam Teluk Likas. Chapter Summary In this chapter, the researcher tries to summary the concept and the relationship among variables by doing research hypothesis. Besides, also to determine research method this includes the research design, data gathering methods, instrumentation and scale and lastly the plan for data analysis Questionnaire Survey My name is Rosdiana Mohd Yaman.

I’m an undergraduate student at University Tun Abdul Razak (UNIRAZAK) in Malaysia. I’m conducting a survey on the Customer Satisfaction towards Taman Awam Teluk Likas to be one of attraction in Kota Kinabalu. The result of this questionnaire will be kept confidential and will only be used for the benefits of this study. Thank you for your cooperation. Section A: Demographic Information (Please Tick/ Sila Tanda v) 1)AGE (UMUR) 10-25 26-40 41-55 56-70 OTHERS 2)SEX (JANTINA) MALE (Lelaki) FEMALE(Perempuan) 3)EDUCATIONAL LEVEL (TAHAP PENDIDIKAN) None (Tiada) READ AND WRITE (Tahu membaca dan menulis) PMR

SPM/STPM DIPLOMA DEGREE OTHERS 4)EMPLOYMENT STATUS EMPLOYMENT UNEMPLOYMENT SELF-EMPLOYED Section B: Facility provides Please circle one response for each of the following. 1= Strongly Agree 2=Agree 3=Neutral 4= Disagree 5=Strongly Disagree Strongly AgreeAgree NeutralDisagreeStrongly Disagree 1. I am satisfied with the toilet that provide. 1 2 3 4 5 2. I am satisfied with the playground for kids that provide. 1 2 3 4 5 3. The facility should be improved. 1 2 3 4 5 4. I am satisfied with the place for barbeque that provide. 1 2 3 4 5 5. I satisfied with parking lot that provide. 1 2 3 4 Section C: Community Awareness 1= Strongly Agree 2=Agree 3=Neutral 4= Disagree 5=Strongly Disagree Strongly AgreeAgreeNeutralDisagreeStrongly Disagree 1. Local community should take part to keep maintain the cleanliness of the beach. 1 2 3 4 5 2. Local community should take part on campaign and seminar awareness. 1 2 3 4 5 3. Environment campaign should be emphasizing well at Taman Teluk Likas. 1 2 3 4 5 4. Does the community take their own responsibility as a good local people? 1 2 3 4 5 5. Local community should be more aware about the benefits of tourism to their community. 1 2 3 4 Section D: Safety 1= Strongly Agree 2=Agree 3=Neutral 4= Disagree 5=Strongly Disagree Strongly AgreeAgree NeutralDisagreeStrongly Disagree 1. I feel secure at Tmn Awam Teluk Likas. 1 2 3 4 5 2. The authorities should emphasizing public safety. 1 2 3 4 5 3. There should be a coast guard on duty at the beach. 1 2 3 4 5 4. There should be security guard near the parking lot. 1 2 3 4 5 5. There should be a safety box provide by the authorities for any emergency cases. 1 2 3 4 5 Section E: Customer Satisfaction 1= Strongly Agree 2=Agree 3=Neutral 4= Disagree 5=Strongly Disagree

Strongly AgreeAgree NeutralDisagreeStrongly Disagree 1. I satisfied doing my leisure time at Taman Awam Teluk Likas. 1 2 3 4 5 2. Taman Awam Teluk Likas is suitable as a recreation place. 1 2 3 4 5 3. Taman Awam Teluk Likas can be one of tourism destination in Kota Kinabalu Sabah 1 2 3 4 5 4. I will comes next times to do my leisure time here. 1 2 3 4 5 5. Taman Awam Teluk Likas is a best place for family picnic. 1 2 3 4 5 REFERENCES Taylor, S. A & Baker, T. L . 1994. An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’ purchase intentions. Journal of Retailing. 0( 2) : 163-178. Zeithaml, V. , Bitner, M. J. 2000. Services Marketing. New York, NY. McGraw-Hill. Parasuraman, A. , Zeithaml, V. , Berry, L. 1988. SERVQUAL: a multiple item scale for measuring customer perceptions of service quality. Journal of Retailing. 64:12-40. Donovan, R. J. , and Rossiter, J. R. 1982. Store atmosphere: an environmental psychology approach. Journal of Retailing. 58: 34-57. Bitner, M. J. and Hubbert, A. R. 1994. Encounter satisfaction versus overall satisfaction versus quality: the customer’s voice, in Rust, R. T. and Oliver, R. L. (Eds), Service Quality: New Directions in Theory and Practice.

Sage Publication. London,72-94. Deng, W. J. and Pei, D. L. 2009. Development of the Hospitality Quality Consciousness Scale: A Pilot Study. The Business Review, Cambridge. 12(1): 73-80 Zeithaml, Valerie, Leonard L. Berry and A. Parasuraman (1993), “The Nature and Determinants of Customer Expectations of Service”, Journal of the Academy of Marketing Science, 21 (1), 1-12. Yuksel, Atila & Yuksel, Fisen (2002), “Measurement of tourist satisfaction with restaurant services: A segment-based approach”, Journal of Vacation Marketing, 9(1), 52-58. Lovelock, C. H. , Edwardson M. , Patterson P.

G (1998) “Managing the customer Service function”, Sydney, Prentice-Hall, 423 – 445. Oliver, Richard L 1981, “Measurement and Evaluation of Satisfaction Process in Retail Setting” Journal of Retailing 57 (fall): 25-48. Palmer, A. and O’Neill, M (1999), “The effects of tangibles on long-term perceptions of service quality”, ANZMAC Annual Conference, University of New South Wales, Sydney. Parasuraman A. , Zeithaml Valarie A. and Berry Leonard L (1985), “A Conceptual Model of Service Quality Aref,F,Redzuan M. & Gill s. s (2010). Tourism development in local communities:as a community development approach 155-161 APPENDICES

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