Factors Impact on Customer Satisfaction: In Case of Quality of Tourism Services in Mui Ne, Binh Thuan Province

Abstract

Currently, tourism has become an undeniably important industry as well as a crucial role in the national economy, particularly in Bình Thuận. In order to develop the tourism industry, ensuring customer satisfaction in terms of service quality is extremely important. This study is focused on analyzing the impact of several factors on customer satisfaction with tourism services in Mũi Né, Bình Thuận Province. Data collection is about 350 tourists. The research results identify six factors impacting customer satisfaction: (1) reliability, (2) responsiveness, (3) infrastructure, (4) empathy, (5) amenities, and (6) price. Besides, this study suggests a solution to enhance customer satisfaction with quality service in the tourism industry.