Open AccessCustomer Experience Marketing (CEM), Customer Satisfaction and Customer Trust Affects Customer Loyalty: A Study on Star Hotels in Jakarta Province
Author(s) -
Dewi Trini,
M. Noor Salim
Publication year - 2018
Publication title -
business management and strategy
Language(s) - English
Resource type - Journals
ISSN - 2157-6068
DOI - 10.5296/bms.v9i2.13615
Subject(s) - customer delight , business , customer satisfaction , loyalty business model , customer advocacy , marketing , customer retention , customer to customer , customer equity , customer intelligence , advertising , service quality , service (business)
This study aims to examine customer experience marketing (CEM), customer satisfaction, consumer trust affects customer loyalty for star hotels in Jakarta, Indonesia. This study employs a causal and descriptive research using a survey research method. This study hypothesizes that (1) CEM has a significant effect on customer loyalty, (2) CEM has a significant effect on customer satisfaction, (3) customer satisfaction has a significant effect on customer loyalty, (4) customer satisfaction has a significant effect on customer trust and (5) customer trust has a significant effect on customer loyalty. The sample used is 200 respondents that were obtained from the star hotels’ guests in Jakarta. A structural equation modelling (SEM) is employed and the results reveal that only CEM has a significant impact on customer loyalty meanwhile customer satisfaction and customer trust have no impact on customer loyalty.