The Impact of Loyalty, Trust and Digital Service Quality on Customer Satisfaction: A Case Study of Villa Nadia Homestay, Malaysia

Customer satisfaction refers to a condition in which customers’ desires, expectations, and needs are fulfilled. It is a crucial aspect that consistently attracts the attention of product suppliers and service providers. This study aims to examine the relationship between loyalty, trust, and digital customer service among customers of Villa Nadia Homestay in Kota Bharu, Kelantan, in achieving customer satisfaction. The primary objective of this research is to identify the relationship between loyalty, trust, and digital customer service towards customer satisfaction. A quantitative research approach was employed, whereby questionnaires were distributed via Google Form, and a total of 94 customers participated as respondents. Data were analyzed using the IBM Statistical Package for the Social Sciences (SPSS) version 27, involving descriptive analysis, mean analysis, correlation analysis, and hypothesis testing. The findings revealed that loyalty, trust, and digital customer service exhibit a significant and positive relationship with customer satisfaction.