CUSTOMER SATISFACTION MEDIATES THE EFFECT OF SERVICE QUALITY AND HOTEL IMAGE ON THE LOYALTY OF HOTEL CUSTOMER IN GORONTALO CITY

Abstract

The aim of this research is to analyze the effect of service quality and hotel image on customer satisfaction. Customer satisfaction and trust mediate the effect of service quality and hotel image on customer loyalty. The research populations are guests who stay at hotels in Gorontalo City, totaling 671 hotel guests, whereas its research samples are 250 hotel guests. The data analysis technique used is Structural Equation Modeling (SEM). The research finding reveals that the service quality and hotel image own an effect on customer satisfaction. Also, customer satisfaction owns an effect on customer loyalty. Customer satisfaction mediates the effect of service quality and hotel image on customer loyalty. To increase hotel customer satisfaction which ultimately provides loyalty, hotels in Gorontalo must meet customer expectation by providing empathy, such as customers obtaining personal attention from employees and employees apologizing when they make mistakes. In addition, it is necessary to have a good reputation in providing service and always pay attention to the guests.