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Service Quality Factors Influencing Concertgoers’ Satisfaction in Malaysia: A Servqual Analysis

Author

Listed:
  • Syazni Najiha binti Jamal

    (Faculty Hotel and Tourism Management, Universiti Teknologi MARA (UiTM) Cawangan Melaka Kampus Bandaraya, 110 Off Jalan Hang Tuah, 75350 Melaka, Malaysia.)

  • Nur Hanis binti Hamdan

    (Faculty Hotel and Tourism Management, Universiti Teknologi MARA (UiTM) Cawangan Melaka Kampus Bandaraya, 110 Off Jalan Hang Tuah, 75350 Melaka, Malaysia.)

  • Siti Amalina Binti Mohd Yazid

    (Faculty of Sport Science and Recreation, Universiti Teknologi MARA (UiTM) Cawangan Perlis, Kampus Arau, 02600 Arau, Perlis, Malaysia.)

  • Mohd Khairulanwar Md Yusof

    (Faculty of Sport Science and Recreation, Universiti Teknologi MARA (UiTM) Cawangan Perlis, Kampus Arau, 02600 Arau, Perlis, Malaysia.)

  • Ellail Ain Mohd Aznan

    (Faculty of Sport Science and Recreation, Universiti Teknologi MARA (UiTM) Cawangan Perlis, Kampus Arau, 02600 Arau, Perlis, Malaysia.)

  • Fadhilah Zainal Abidin

    (Faculty Hotel and Tourism Management, Universiti Teknologi MARA (UiTM) Cawangan Melaka Kampus Bandaraya, 110 Off Jalan Hang Tuah, 75350 Melaka, Malaysia.)

Abstract

This study examines how service quality affects the satisfaction of concertgoers at music concerts in Kuala Lumpur, Malaysia. Guided by the SERVQUAL framework, a cross-sectional survey of 309 attendees was conducted from November 2023 to January 2024. Seven service quality dimensions, entertainment, site elements, pricing, food and beverages, vendors, parking, and staff, were measured with a structured questionnaire. Data was analyzed using descriptive statistics, reliability tests, Pearson correlations, and multiple regression. All service quality dimensions showed significant positive relationships with overall satisfaction, and staff service and site elements had the strongest predictive effects. Large effect sizes and narrow 95 percent confidence intervals confirmed the practical significance of these results. The findings extend the SERVQUAL model to Southeast Asian live music events and highlight the importance of venue design, transparent pricing, and professional staff training in shaping visitor experiences. This study offers clear guidance for event organizers and tourism stakeholders to improve service delivery, strengthen destination competitiveness, and support Sustainable Development Goal 8 by promoting inclusive economic growth through music-based tourism.

Suggested Citation

  • Syazni Najiha binti Jamal & Nur Hanis binti Hamdan & Siti Amalina Binti Mohd Yazid & Mohd Khairulanwar Md Yusof & Ellail Ain Mohd Aznan & Fadhilah Zainal Abidin, 2025. "Service Quality Factors Influencing Concertgoers’ Satisfaction in Malaysia: A Servqual Analysis," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(9), pages 8870-8879, September.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-9:p:8870-8879
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    References listed on IDEAS

    as
    1. James P. Takona, 2024. "Research design: qualitative, quantitative, and mixed methods approaches / sixth edition," Quality & Quantity: International Journal of Methodology, Springer, vol. 58(1), pages 1011-1013, February.
    2. Abdullah A. M. AlSokkar & Effie L.-C. Law & Dmaithan A. AlMajali & Jassim A. Al-Gasawneh & Mohammad Alshinwan, 2024. "An Indexed Approach for Expectation-Confirmation Theory: A Trust-based model," Electronic Markets, Springer;IIM University of St. Gallen, vol. 34(1), pages 1-17, December.
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