Examining Linkage of Service Marketing Mix on Customer Satisfaction and Customer Loyalty: Hotel and Tourism Study

Razak, Mashur (2022) Examining Linkage of Service Marketing Mix on Customer Satisfaction and Customer Loyalty: Hotel and Tourism Study. International Journal of Latest Research in Humanities and Social Science (IJLRHSS), 5 (5). pp. 162-181.

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Abstract

This study aims to analyze the effect of the service marketing mix on customer satisfaction and loyalty at Hotel Claro Makassar. This research can be classified as experimental causal research, where this research analyzes the influence and relationship between one variable and another. Data was collected through questionnaires and documentation. The population in this study is customers who have used Makassar hotel services. Data were analyzed using descriptive analysis techniques and Structural Equation Modeling (SEM). The results show that the product has an effect either directly or through satisfaction on customer loyalty of Hotel Claro Makassar customers. The price has an impact either directly or through satisfaction on the customer loyalty of Hotel Claro Makassar customers. The promotion has a positive and insignificant impact either directly or through satisfaction with customer loyalty on customers of Hotel Claro Makassar. The place affects happiness and does not affect commitment but indirectly impacts loyalty through customer satisfaction. Employees have an effect both presently and through satisfaction on customer loyalty of Hotel Claro Makassar customers. Physical evidence has an impact both directly and through satisfaction with the customer loyalty of Hotel Claro Makassar customers. The process affects both directly and through customer loyalty customers of Hotel Claro Makassar.

Item Type:	Article
Uncontrolled Keywords:	Service Marketing Mix; Customer Satisfaction; Customer Loyalty.
Subjects:	600 Technology and Applied Sciences > 650-659 Manajemen dan Ilmu yang berkaitan > 658.3 Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
Divisions:	JURNAL ONLINE
Depositing User:	Univ. Handayani Makassar
Date Deposited:	04 Jul 2022 02:19
Last Modified:	04 Jul 2022 02:19
URI:	http://repo.handayani.ac.id/id/eprint/117

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