Customer Satisfaction in Tourism During the New Normal: The Role of Service Quality and Price

Abstrak

This research investigates the impact of service quality and pricing on customer satisfaction within the tourist industry during the New Normal phase post-COVID-19 pandemic. The study adopts a quantitative approach supported by questionnaire-based data collection. Data were obtained from 60 respondents who had experienced the services provided by the tourism destination, using an incidental sampling technique. The analysis combines qualitative and quantitative approaches to assess the questionnaire responses and examine the relationships among the variables. Multiple linear regression was utilized to assess the influence of service quality and price on customer satisfaction, both individually and collectively. The results demonstrate that service quality positively and significantly influences customer satisfaction. Price also positively and significantly influences customer satisfaction. Moreover, service quality and price jointly exert a positive and significant influence on customer satisfaction. The t-statistic and F-statistic results provide support for the hypotheses.