SERVICE QUALITY AS A COMPETENT MARKETING STRATEGY TO MAINTAIN CUSTOMER LOYALTY: A CASE STUDY IN THREE STAR HOTEL

Nurdin, Hidayah, S.ST.Par., M.M., et.al. (2016) SERVICE QUALITY AS A COMPETENT MARKETING STRATEGY TO MAINTAIN CUSTOMER LOYALTY: A CASE STUDY IN THREE STAR HOTEL. VSRD International Journal of Business and Management Research, 6 (6). pp. 107-113. ISSN 2231-248X

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Abstract

This paper is an empirical study that presents a comprehensive framework of relationships among service quality and customer loyalty in the hospitality industry. This study uses a quantitative approach with survey method. The samples were guests who have stayed in three stars’ hotels in the city of Solo, Indonesia. A total of 250 respondents participated in this study. The results indicated that service quality is a crucial role in the hotel industry. The study finds that service quality is statistically has a positive relation to customer loyalty and customer complaint has a negative relation to customer loyalty. It concludes that there are many strategies can be used in order to maintain customer loyalty, the strategy in every hotel are different and can be changed as follow as trend and situation of the hotels. Because of the competition amongst hotel industry is very tough. Keywords: Service Quality, Hotel, Marketing Strategy, Customer Loyalty

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