|
Authors:
Made Ngurah Krisna Arya W, Putu Yudi Setiawan, Ni Made Wahyuni, Nyoman Gede Arya Diatmika, Indonesia
|
|
Abstract:
Competitive and intensive business competition and consumer's intention to switch choices have resulted in hotel service providers to change hotel management policies to always increase customer loyalty. The purpose of this study was to assess the effect of service quality and brand engagement on customer loyalty and to propose brand engagement as mediators of the relationship of the service quality with customer loyalty. The research analysis unit is a hotel located in Badung Regency, Bali, with hotel customer respondents. This study is a survey of 100 respondents, using PLS to link the construct of service quality, brand engagement, and customer loyalty. Data collection uses a questionnaire method that has previously been tested for validity and reliability. The analysis technique uses Smart PLS 3.0. The results showed a significant relationship between service quality and customer loyalty, brand engagement with customer loyalty. This research also proves the mediating role of brand engagement on the relationship of service quality with customer loyalty. The implications of this research indicate that marketing plans must be made explicit. Owners and senior management must positively embrace the philosophy of marketing management to achieve organizational goals. Research is expected to contribute the important effect of brand engagement in understanding the mechanism of how service quality with a focus on customers increases customer loyalty.
|
