THE INFLUENCE OF SERVICE QUALITY TOWARDS SATISFACTION AND ITS IMPACT ON LOYALTY; CASE OF BATIQA HOTEL JABABEKA

Abstract

Purpose The purpose of this research is to find out the influence of service quality dimension which are tangible, reliability, responsiveness, assurance, and empathy on customer satisfaction and its impact on customer loyalty in Batiqa Hotel Jababeka Design/Methodology/Approach This research use quantitative research for analyzing data with instrument an online and offline questionnaire of 26 statements. Purposive sampling method was chosen for choosing the respondent and this research gain 305 respondents. It was focused on people who already visit (not stay) in Batiqa Hotel Jababeka. Statistical software is used to test the hypothesis using Structural Equation Modeling. Findings From the analysis of stasictical software and Structural Equation Modeling (SEM), it concludes that there is only one dimension on service quality influence customer satisfaction which is tangible and the other dimension which are reliability, responsiveness, accuracy, and empathy doesn’t influence customer satisfaction. And there is a significant influence between customer satisfaction toward customer loyalty. Originality/Value The study regarding the influence of service quality dimension toward customer satisfaction and its impact on loyalty; A case study of Batiqa Hotel Jababeka has not been done before. Moreover, there is limited study investigating the service quality towards customer satisfaction and impact on customer loyalty in the hotel located in industrial area.