DRIVING FACTORS OF CUSTOMER LOYALTY IN HOTEL NOVUS JIVA ANYER

Abstract

Purpose The purpose of this research is to examine the brand image, price fairness, service quality, customer satisfaction, and customer trust as the driving factors to customer loyalty in Hotel Novus Jiva Anyer. Design/Methodology/Approach As it is quantitative research, this research uses a questionnaire as its instrument. The questionnaire was distributed to 307 respondents who have ever stayed at Hotel Novus Jiva Anyer. Purposive sampling method was chosen for this research. Statistical software is used to test the hypothesis using Structural Equation Modeling (SEM). Findings This study found that service quality has a significant influence on customer satisfaction, customer satisfaction has a significant influence on customer loyalty, customer satisfaction has a significant influence on customer trust, and customer trust has a significant influence on customer loyalty. However, brand image has no significant influence on customer satisfaction, and price fairness has no significant influence on customer satisfaction. Originality/Value The authors believe that this study is the first study that discusses Driving Factors of Customer Loyalty in Hotel Novus Jiva Anyer.