deviation are calculated. Reliability of the scale is tested and coloration analysis was used.
The Gronbach alpha of SERVPREF dimensions and the overall satisfaction are all larger than 0.70 so it indicates
that there is an internal consistency in the dimensions and overall SATSFACION. It ranged from 0.710 to 0.914.
Therefore, the reliability of this survey of this study is good. Table 2 shows the Gronbach alpha of each
dimension.
Table 2 – about here
3.3 Profile of Respondents
The result in Table 3 shows that almost 61.8% of the respondents were males against 38.2% for females.
Moreover, the percentage of married respondents was 55.7%. With regard to the category of educational level, it
has been found that most of customers hold BA degree (58.3%).it can be seen from Table 1 that the he age
category 25-34 represented 19.7%, the age category 35-44 represented 30%, and the age category 45-54
represented 33.2%. While the age category 55 and above represented 17.1%. 79.3% of respondents have
experienced the hotel more than two times.
Table 3 – about here