Open AccessThe Influence of Service Quality on Customer Satisfaction and Loyalty at Pyramid Suites Hotel Banjarmasin
Author(s) -
Iyut Fairuz,
Muhammad Maladi,
Ibrahim I. Daud
Publication year - 2021
Publication title -
asian journal of economics, business and accounting
Language(s) - English
Resource type - Journals
ISSN - 2456-639X
DOI - 10.9734/ajeba/2021/v21i1330463
Subject(s) - statistic , customer satisfaction , service quality , loyalty business model , value (mathematics) , population , statistics , data collection , pyramid (geometry) , loyalty , psychology , marketing , service (business) , business , mathematics , demography , sociology , geometry
Aims: This study aims to analyse and describe how much influence of service quality has on customer satisfaction and loyalty.
Study Design: This type of research is quantitative, with a conclusive causal approach, research that aims to obtain a conclusion from the data that obtained and processed which explains the causal relationship between the variables.
Place and Duration of Study: the study was conducted at Pyramid Suites Hotel Banjarmasin, started in September 2020 until July 2021.
Methodology: The population in this study are guests of Hotel Pyramid Suites who stay more than three times. The research sample was 100 respondents. The data collection technique used a questionnaire which was then used as a score tabulation for each variable studied. The data analysis method used in this study is Smart PLS 3.
Results: Tangible has a negative effect on customer satisfaction of -0.411, then the t-statistic value is 2.930, this value > t-table of 1.96 and the P value is 0.004 which is smaller than 0.05. Reliability has a positive effect on customer satisfaction of 0.563, then the t-statistical value is 2.679 and the P value is 0.008. Responsiveness has a positive influence on customer satisfaction of 0.280, then the t-statistic value is 2.012, this value is > 1.96 and the P value is 0.045. Assurance has a positive effect on customer satisfaction of 0.184, then the t-statistic value is 2.684, the P value is 0.008. Empathy has a positive influence on customer satisfaction of 0.337, then the t-statistic value is 3.084, the P value is 0.002. Customer satisfaction has a positive influence on customer loyalty of 0.802, then the t-statistic value is 18.260, and the P value is 0.000.
Conclusion: The results show that service quality which consist of tangible, reliability, responsiveness, assurance, empathy affect customer satisfaction and customer satisfaction affects customer loyalty