Brand Attributes and Service Quality in Networked Hotels and Their Influences on Tourist Loyalty
Abstract
Sejumlah praktik pemasaran meyakini terdapat sejumlah anteseden loyalitas pelanggan, diantaranya atribut brand, kualitas layanan dan/atau produk, serta kepuasan pelanggan. Tulisan ini ditujukan mengkaji kausalitas dari atribut brand, kualitas layanan hotel, kepuasan, dan loyalitas wisatawan pada usaha akomodasi. Menggunakan kueisoner teruji, pada Januari-Maret 2022 pasca COVID-19, data dikumpulkan dari 135 wisatawan nusantara yang menginap di tiga hotel anggota Inna Bali Grup. Model persamaan struktural (SEM) dirancang dengan atribut brand dan kualitas layanan hotel diposisikan sebagai laten eksogen, loyalitas sebagai laten endogen, dan kepuasan wisatawan sebagai laten pemediasi. Analisis data menjustifikasi adanya pengaruh positif yang nyata dari kedua laten eksogen pada kepuasan wisatawan yang menginap serta kepuasan memiliki pengaruh yang nyata pada loyalitas wisatawan dengan besar pengaruh melebihi besar pengaruh langsung dari kualitas layanan hotel.
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