PERAN CITRA HOTEL DAN KEPUASAN PELANGGAN DALAM MEMEDIASI PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN PADA HOTEL MELATI DI KAWASAN WISATA KUTA

  • Ni Ketut Rahayu Laksmi Uttami
  • I Ketut Rahyuda
  • I Made Wardana

Abstract

The rapid development of hotel industry in Bali is very competitive, particularly on the growth of budget hotels in Kuta Tourism Area which has increased in significant amount. The key to maintain competitive advantage in the competitive environment lies in how to deliver service quality in order to achieve customer loyalty. The effect of service quality to customer loyalty increases with the role of image and customer satisfaction. This study was conducted in budget hotels in Kuta Tourism Area through 200 respondents. The results of this study showed that service quality, hotel image, and customer satisfaction have a positive and significant effect toward customer loyalty. Hotel image and customer satisfaction are as well stated as a mediator in the service quality and customer loyalty relationship.

Keywords: Image, Customer Satisfaction, Service Quality, Customer Loyalty

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Published
2014-10-02
How to Cite
UTTAMI, Ni Ketut Rahayu Laksmi; RAHYUDA, I Ketut; WARDANA, I Made. PERAN CITRA HOTEL DAN KEPUASAN PELANGGAN DALAM MEMEDIASI PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN PADA HOTEL MELATI DI KAWASAN WISATA KUTA. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, [S.l.], oct. 2014. ISSN 2337-3067. Available at: <https://ojs.unud.ac.id/index.php/eeb/article/view/8677>. Date accessed: 23 apr. 2024.
Citation Formats
Issue
VOLUME 03.NO.09.TAHUN 2014
Section
Articles