PENGARUH KUALITAS LAYANAN DAN ATMOSFIR TERHADAP LOYALITAS MELALUI KEPUASAN KONSUMEN PADA BUTIK HOTEL ARTOTEL DI SURABAYA

Abstract

Boutique hotel comes to Surabaya in the middle of 2012. Artotel Surabaya brings a new boutique hotel concept, art hotel. This hotel refers to the real boutique hotel concept introduced by Ian Schrager in 1980’s.It’s not only the service quality that become the main thing, but the concept also applied in the atmosphere of the hotel. This research was conducted to find the effect of service quality and atmosphere of boutique hotel direct to customer loyalty, and also indirect effect through customer satisfaction. Data collected through questionaires to 160 respondents who stayed over in Artotel Surabaya. Data processed using Structural Equation Modelling (SEM) technique to find the relation between the research variables, Service Quality, Atmosphere, Customer Satisfaction, and Customer Loyalty. The results then will be analyzed and concluded. Conclusion of this research finds that Service Quality has the most direct, indirect and total impact to Customer Loyalty.