The Effect of Service Quality on Customer Satisfaction
A Study of GOT Travel Batam
DOI:
https://doi.org/10.55606/bijmt.v6i2.7275Keywords:
Customer Satisfaction, Digitsl Tourism, GOT Travel Batam, Online Travel Agent, Service QualityAbstract
This study examines the effect of service quality on customer satisfaction at GOT Travel Batam, an online travel agent operating in Batam, Indonesia. The research addresses the problem of how different dimensions of service quality shape customer satisfaction in a digital travel-service context, where interactions are mediated by online platforms rather than face-to-face encounters. The main objective is to identify which dimensions of service quality significantly influence customer satisfaction and which dimension is the most dominant. A quantitative descriptive–verificative approach was applied using a survey of customers who had used GOT Travel Batam at least once in 2024–2025. A sample of 95 respondents was obtained through purposive sampling and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). Service quality was measured through the SERVQUAL dimensions of tangibles, reliability, responsiveness, assurance, and empathy, while customer satisfaction was treated as the dependent variable. The results indicate that reliability and empathy have positive and significant effects on customer satisfaction, whereas tangibles, responsiveness, and assurance do not show significant effects in the proposed model. Empathy emerges as the most dominant dimension, followed by reliability. Overall, the findings suggest that online travel customers place greater emphasis on personal attention and dependable service performance than on physical evidence or mere response speed.In conclusion, service quality remains critical for customer satisfaction in digital OTAs, but the hierarchy of dimensions shifts empathy and reliability become the dominant drivers while tangibles, responsiveness, and assurance lose their direct influence
References
Afraah, S. M., Aghniya, Z. P., & Artanto, B. (2025). Development of the E-SERVQUAL model for online travel agent to enhance customer experience. Jurnal Sistem Teknik Industri, 27(3), 193–202.
Ardista, R. (2021). Pengaruh kualitas pelayanan terhadap kepuasan pelanggan PT. Langit Membiru Wisata Bogor. Jurnal Parameter, 6(1), 38–49.
Arikunto, S. (2010). Prosedur penelitian: Suatu pendekatan praktik. Rineka Cipta.
Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Butarbutar, R. R., Wiratanaya, G. N., Rachmarwi, W., Ganika, G., Susanty, S., Widyaningsih, I. U., & Suma, N. N. (2021). Pengantar pariwisata. Penerbit Widina.
Dwi, A. (2025). Pengaruh service quality, object development, dan service excellent terhadap visitor satisfaction pariwisata pantai dalam perspektif bisnis Islam (Studi pada pengunjung Pantai Rio by the Beach di Kabupaten Lampung Selatan) (Disertasi doktoral, UIN Raden Intan Lampung).
Fadillah, F., Lubis, R., & Patisina, P. (2025). Service quality and customer satisfaction: The key to repurchase intention for travel packages. Psikoborneo: Jurnal Ilmiah Psikologi, 13(4), 724–734.
Fitrianti, D., & Sonani, N. (2021). Pengaruh kualitas layanan terhadap kepuasan pelanggan di industri pariwisata di Jawa Barat. Arus Jurnal Sosial dan Humaniora, 1(3), 140–147.
Gultom, D. K., Arif, M., & Fahmi, M. (2020). Determinasi kepuasan pelanggan terhadap loyalitas pelanggan melalui kepercayaan. Maneggio: Jurnal Ilmiah Magister Manajemen, 3(2), 171–180.
Iswahyuniarto, D. (2023). Pengaruh digital marketing terhadap keputusan pembelian dan kepuasan pelanggan pada jasa online travel agent. Jurnal Syntax Admiration, 4(3), 299–315.
Jibril, M., & Aruan, D. T. H. (2024). Examining Indonesian tourists' outlook on rural tourism: Qualitative analysis of SERVQUAL and E-SERVQUAL dimensions. Jurnal Manajemen dan Bisnis Performa, 21(1), 12–31.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson.
Kourtesopoulou, A., Theodorou, S. D., Kriemadis, A., & Papaioannou, A. (2019). The impact of online travel agencies web service quality on customer satisfaction and purchase intentions. In V. Katsoni & M. Segarra-Oña (Eds.), Smart tourism as a driver for culture and sustainability: Fifth International Conference IACuDiT, Athens 2018 (pp. 343–356). Springer. https://doi.org/10.1007/978-3-030-03910-3_24
Maharaj, M., Pawar, S., & Rani, M. (2025). A study on impact of travel agency services on customer satisfaction. International Journal of Engineering, Business and Management, 9(2).
Mumtaza, F. A., & Millanyani, H. (2023). Pengaruh kualitas pelayanan terhadap kepuasan pelanggan pada Urbans Travel. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 1645–1661.
Putri, S. D. D., Pidada, I. S. D. U., & Royanow, A. F. (2024). Pengaruh kualitas pelayanan terhadap kepuasan pelanggan pada Lombok Culture Tour and Travel. Jurnal Ilmiah Hospitality, 13(1), 51–60.
Sari, R. N., Basudani, W. A., & Hidayah, A. (2025). The effect of service quality and customer satisfaction on PT. Archipelago Tourism Tour. Akrab Juara: Jurnal Ilmu-Ilmu Sosial, 10(1), 207–218.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial least squares structural equation modeling. In C. Homburg, M. Klarmann, & A. Vomberg (Eds.), Handbook of market research (pp. 587–632). Springer. https://doi.org/10.1007/978-3-319-05542-8_15-1
Su, W. (2024). The influence of service quality of online travel website on customer satisfaction. Frontiers in Economics and Management, 5(8), 50–61.
Sugiyono. (2016). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Wan Jasni, W. N. F., Jamaluddin, M. R., & Hanafiah, M. H. (2020). Online travel agencies (OTAs) e-service quality, brand image, customer satisfaction and loyalty. Journal of Tourism, Hospitality & Culinary Arts, 12(2), 96–111.
Wijaya, A. F. B., Surachman, S., & Mugiono, M. (2020). The effect of service quality, perceived value and mediating effect of brand image on brand trust. Jurnal Manajemen dan Kewirausahaan, 22(1), 45–56.
Yuniarso, A., Setyorini, A. D., & Anggiani, S. (2021). Service quality to customer satisfaction with situational leadership as moderation (Case study on travel agent). E-Journal of Tourism, 8(2), 140–150.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Brilliant International Journal Of Management And Tourism
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
