ANALISA FAKTOR OPERANT DAN OPERAND SERVICE QUALITY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER ENGAGEMENT DAN CUSTOMER SATISFACTION PADA KONSUMEN JW MARRIOT DI SURABAYA

Abstract

Hotel industry is one of the industry that supports the tourism sector at Surabaya. The number of hotel increasing definitely have a positive impact towards tourism destination to Surabaya, but on the other hand this event is also causing higher competition among hotels. The high number of hotels may inflict customers decision to easily switch on to the other hotel if the service of a certain hotel not satisfy the customer. Due to the hotels competition, it is crucial to understand the importance to build customer loyalty. The purpose of this research is to identify the variables which impact directly towards customer loyalty. The type of research is quantitative research with causal design. The reasearch variables are: perceived acquisition value, perceived transaction value, customer engagement, customer satisfaction, dan customer loyalty. The number of samples are 150 of samples. The research object is JW Marriot Surabaya Hotel. The data collection method is using questionnaire and the variables maesurement is with likert scale. Using structural equation model with AMOS program as data analysis technique. And finally the hyphotesis testing with t test. This research shows that operant service quality influences toward customer engagement and customer satisfaction, operand service quality and customer engagement influence toward customer satisfaction, also the customer satisfaction influences toward customer loyalty. According to the model test, it is showing that the model is good. The impact of the operant service quality toward customer engagement equals to 11,9 percent. The impact of operant service quality, operand service quality, and customer engagement toward customer satisfaction equals to 42,8 percent. The impact of customer satisfaction toward customer loyalty equals to 14,4 percent