THE RELATIONSHIP BETWEEN HOTEL RATING AND CUSTOMER OUTCOMES AND ITS IMPLICATION TOWARDS REVISIT INTENTION

Abstract

This research aims to examine HOLSERV with three dimensions namely, employee, tangible and reliability, towards its relationship on customer satisfaction and return intention rather than SERVQUAL because it suits hotel environment. The object analysis was Bandung which proclaimed herself as a tourism city with quiet number of hotels rating as non-star to five-star hotels. From 41 three-star hotels, this research managed to cover 29 hotels to conduct this research. Respondents with total number of 355 participated to fill the questionnaire with the helped of hotel managers by spreading it to their customers who were checking out of the hotel. Structural equation modeling was applied to test the hypothesis and the results show that tangibility and reliability influence customers’ satisfaction but not employee. In addition, customer satisfaction influences return intention.