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All Journal International Journal of Tourism and Hospitality in Asia Pasific
A. J. Ali
Universiti Sains Malaysia, Jalan Sg Dua, 11800 Minden, Pulau Pinang, Malaysia
Humanities

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Examining Key Determinants of Customer Satisfaction in the Post-Pandemic Cinema Experience Ainul Mohsein Binti Abdul Mohsin; A. J. Ali; Daisy Mui Hung Kee; Muhammad Danish Haikal Bin Mohamad Nassa; Muhammad Afiq Adid Bin Sharuddin; Muhammad Aiman Bin Mohd Hatta; Muhammad Asyqar Widad Bin Mohd Azrol Nizam; Muhammad Danish Akmal Bin Kamarudin
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i3.4221

Abstract

Customer satisfaction has become an important performance indicator for entertainment service providers such as cinemas, particularly in a competitive industry driven by experience and content quality. This study aims to analyze the factors influencing customer satisfaction toward Golden Screen Cinema (GSC) in Malaysia by examining five key determinants: ambience, service quality, accessibility, pricing, and movie genre. Using multiple regression analysis on data from 104 respondents, the findings reveal that ambience (? = 0.296, p 0.01) and movie genre (? = 0.313, p 0.001) have significant positive effects on customer satisfaction. In contrast, service quality (? = 0.172), accessibility (? = 0.045), and pricing (? = 0.138) do not significantly influence satisfaction. The model explains 68.1% of the variance in customer satisfaction (R² = 0.681), indicating strong explanatory power. The results suggest that the cinema experience and film selection are the main drivers of customer satisfaction, emphasizing the importance of enhancing environmental quality and curating appealing movie offerings to maintain customer satisfaction in the entertainment industry.
Understanding the Impact of Food Delivery Services on University Students’ Purchase Intentions Rosmelisa Yusof; Liem Gai Sin; Nursafiyyah Mohamed Fauzi; Nurul Afiqah Mohd Nasir; Nurul Alis Amira Ahmad Mahidin; Nurul Firzanah Mohd Suhaimi; Nurul Muzirah Syed Abu Bakar; A. J. Ali; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i3.4224

Abstract

GrabFood, one of the leading food delivery applications, has become an essential part of university students’ daily consumption behavior due to its convenience and accessibility. This study aims to examine the factors influencing students’ purchase intentions toward GrabFood by focusing on convenience, price, design, and food variety as independent variables, with trustworthiness serving as a mediating factor. Using a quantitative research design, data were collected from 102 university students in Malaysia through a structured questionnaire and analyzed using multiple regression with SPSS. The results reveal that food variety (? = 0.422, p 0.05) and price (? = 0.343, p 0.05) are the strongest positive determinants of purchase intention, followed by convenience (? = 0.214, p 0.05). In contrast, design (? = ?0.041) and trustworthiness (? = 0.080) do not exhibit significant direct effects. The model explains 69.3% of the variance in purchase intention (R² = 0.693), underscoring the predominance of functional and value-based factors over aesthetic considerations. These findings suggest that GrabFood should continue prioritizing fair and transparent pricing, expanding menu diversity, and maintaining service reliability to strengthen user trust, satisfaction, and long-term loyalty among university students.
Understanding Customer Satisfaction in Budget Airlines: A Malaysian Case Study Lay Hong Tan; Choon Ling Sim; Jia Hui Tan; Jing Hui Tan; Ke Rou Tan; Qiu Yu Tan; Shi Wei Tan; A. J. Ali; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i3.4218

Abstract

Customer satisfaction is a crucial determinant of brand loyalty and long-term success in the competitive airline industry. Low-cost carriers, in particular, must continually enhance service quality to maintain customer trust and market advantage. This study aims to examine the factors influencing customer satisfaction among passengers of low-cost airlines in Malaysia. A quantitative research design was employed using an online questionnaire distributed via social media to frequent travelers, resulting in 150 valid responses. Data were analyzed using regression analysis, with customer satisfaction as the dependent variable and perceived convenience, perceived benefits, perceived security and privacy, and perceived trust as independent variables. The results show that perceived convenience (? = 0.110), perceived security and privacy (? = 0.210), and perceived trust (? = 0.334) have positive and significant effects on customer satisfaction, while perceived benefits (? = –0.026) show a minor negative relationship. The model explains 26.5% of the variance in customer satisfaction and is statistically significant (F = 14.555, Durbin-Watson = 1.825). These findings highlight the importance of building customer trust, ensuring transaction security, and enhancing convenience to strengthen satisfaction and loyalty. The results provide practical insights for low-cost airlines to improve service quality and sustain competitiveness in Malaysia’s aviation market.
Co-Authors Ainul Mohsein Binti Abdul Mohsin Choon Ling Sim Daisy Mui Hung Kee Jia Hui Tan Jing Hui Tan Ke Rou Tan Lay Hong Tan Liem Gai Sin Muhammad Afiq Adid Bin Sharuddin Muhammad Aiman Bin Mohd Hatta Muhammad Asyqar Widad Bin Mohd Azrol Nizam Muhammad Danish Akmal Bin Kamarudin Muhammad Danish Haikal Bin Mohamad Nassa Nursafiyyah Mohamed Fauzi Nurul Afiqah Mohd Nasir Nurul Alis Amira Ahmad Mahidin Nurul Firzanah Mohd Suhaimi Nurul Muzirah Syed Abu Bakar Qiu Yu Tan Rosmelisa Yusof Shi Wei Tan