Malaysian rural tourism 32 vol 2 no1 january 2013

Malaysian Rural Tourism
32 Vol. 2, No.1 (January 2013)
which represents 38.94 percent of the direct effect. In view of that, it is concluded that customer
satisfaction is partially mediates the relationship between service quality and customer loyalty. Based on
the above findings, it is concluded that customer satisfaction plays a role as mediator and has mediating
affect on service quality and customer loyalty relationship in Malaysia rural tourism industry.
The research findings suggest that customer‟s satisfaction among rural tourism tourists can be improved
and enhanced by focusing on factors that can enhance service quality. On the other hand, rural tourism
tourists‟ loyalty can be strengthened and enhanced by raising the level of customer satisfaction among rural
tourism tourists. Eventually, customers‟ satisfaction among rural tourism tourists should play an important
factor to increase rural tourism operators‟ profit. This research highlights the belief that customers‟
satisfaction plays a crucial role in Malaysia rural tourism industry. It puts frontward one probable the
elusive link causal explanation between customers‟ satisfaction and profitability of the business.
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