Enhancing Service Quality through Employee Knowledge in the Tourism Industry

Emirudziawati Bt Juni, I. Hutasuhut
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Abstract

The tourism industry plays a crucial role in Malaysia's economy, driving long-term growth and development. To deliver high-quality customer experiences, the industry must consider numerous factors, including the level of knowledge of its employees. This study explores the relationship between knowledge and service quality in the context of tourist guides working in the Southwest Sarawak (Kuching), Central Sarawak (Sibu) and Northeast Sarawak (Miri) regions. The study was conducted using a stratified random sampling method, and data was collected through a survey questionnaire. The data was analysed using Structural Equation Modeling techniques, and the findings indicated a significant relationship between knowledge and various service quality dimensions, including reliability, assurance, tangibles, empathy, and responsiveness. The study aims to inform the development of effective policies and programmes by the Ministry of Tourism and its agencies and to provide a foundation for future research on the Malaysian tourism industry.
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利用员工知识提升旅游业的服务质素
旅游业在马来西亚经济中扮演着至关重要的角色,推动着长期的增长和发展。为了提供高质量的客户体验,该行业必须考虑许多因素,包括其员工的知识水平。本研究以沙捞越西南部(古晋)、沙捞越中部(西武)及沙捞越东北部(美里)地区的导游为研究对象,探讨知识与服务品质的关系。本研究采用分层随机抽样的方法,通过问卷调查的方式收集数据。使用结构方程建模技术对数据进行了分析,结果表明知识与服务质量的各个维度之间存在显著的关系,包括可靠性、保证、有形、同理心和响应。这项研究的目的是为旅游部及其机构制定有效的政策和方案提供信息,并为今后对马来西亚旅游业的研究奠定基础。
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