THE IMPACT OF RELIABILITY, RESPONSIVENESS, ASSURANCE, EMPHATY, AND TANGIBLE TOWARDS CUSTOMER LOYALTY: A CASE STUDY IN XYZ HOTEL JABABEKA

Abstract

The rapid growth of hotel industry in Jababeka, Cikarang creates a big challenge among hotel producers to provide a great quality of services and to keep their customer loyal, which are the crucial issues for any hotel industry. The objective of this research is to analyze the impact of Reliability, Responsiveness, Assurance, Empathy, and Tangible towards Customer Loyalty in XYZ, a 3-star hotel in Jababeka, Cikarang. The framework of this study was developed based on previous research of Al-Rousan & Mohamed which carried out in 2010. Using a convenience sampling technique, a total of 195 in-house guests were randomly selected for this research. Binomial logistic regression analysis was used to analyze the data of this study. The finding shows that from Service Quality elements, Empathy and Tangible are found to have significant impacts towards Customer Loyalty. Moreover, the finding shows that XYZ Hotel should bring out their best on improving their service quality, specifically in Tangibility aspects.