Abstract:The tourism industry plays a crucial role in Malaysia's economy, driving long-term growth and development. To deliver high-quality customer experiences, the industry must consider numerous factors, including the level of knowledge of its employees. This study explores the relationship between knowledge and service quality in the context of tourist guides working in the Southwest Sarawak (Kuching), Central Sarawak (Sibu) and Northeast Sarawak (Miri) regions. The study was conducted using a stratified random sam… Show more
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