ABSTRACT
This study attempts to explore the domain of the physical environment in a beach resort context and to examine how physical environment factors influence customers’ behavioral intention through their satisfaction. Three hundred and seventy (370) sets of questionnaire were distributed to the guests who stayed at five star beach resorts in Langkawi, Malaysia. The descriptive and regression analysis were conducted using SPSS, version 21.0. It is found that Interior Design, Ambience, Location and Layout are important factors influencing customer satisfaction, which subsequently influence the intended behaviors of the customers at five star beach resorts in Langkawi, Malaysia. Resort operators are suggested to maintain quality physical environment at their properties for maximum customer satisfaction to bring about revisit, recommendation and positive word-of-mouth, and ultimately improve financial performances.
