THE RELATIONSHIP BETWEEN LOYALTY, TRUST AND DIGITAL CUSTOMER SERVICE TOWARDS CUSTOMER SATISFACTION AMONG CUSTOMERS OF VILLA NADIA HOMESTAY, KOTA BHARU, KELANTAN

Abstract

Customer satisfaction is a critical indicator of performance and competitiveness in the hospitality industry, particularly among small-scale accommodation providers such as homestays. In an era of rapid digital transformation, customers increasingly expect prompt communication, service reliability, and personalized engagement through online platforms. This study examines the influence of loyalty, trust, and digital customer service on customer satisfaction among guests of Villa Nadia Homestay in Kota Bharu, Kelantan. A quantitative research design was adopted, and data were collected from 94 respondents using a structured questionnaire distributed via Google Form. The data were analysed using IBM SPSS Statistics version 27, involving descriptive statistics, correlation analysis, and hypothesis testing. The results revealed that all three variables loyalty, trust, and digital customer service have significant positive relationships with customer satisfaction. Loyalty and trust showed strong correlations, indicating that emotional connection and perceived reliability are key drivers of satisfaction. Meanwhile, digital customer service demonstrated a moderate yet meaningful influence, highlighting the growing importance of digital convenience and responsiveness. These findings underscore the need for homestay operators to strengthen customer relationships through trust-building, consistent service delivery, and enhanced digital engagement. The study contributes to the literature on customer relationship management (CRM) and digital service quality within Malaysia’s hospitality sector, offering both theoretical insights and practical recommendations for improving customer satisfaction in small-scale and community-based accommodations.

Keywords: Customer Satisfaction, Loyalty, Trust, Digital Customer Service, Hospitality