Brand Loyalty at Chain Hotel in Denpasar

I Made Bayu Wisnawa

doi:10.24922/eot.v5i1.36666

Abstract

Purposes of this research are: (i) to find out the influence of brand image toward customer satisfaction (ii) to find out the influence of customer satisfaction toward brand loyalty (iii) to find out the influence of brand image toward brand loyalty and (iv) to find out the role of customer satisfaction as a mediating variable between brand image and brand loyalty. Structural Equation Modelling (SEM) was developed to answer the research problems. The number of respondent was 150 which was collected through offline and online self-administered questionnaire. There were 13 indicators used to measure each construct. The results show that (i) brand image positively and significanly influence customer satisfaction, (ii) customer satisfaction positively and significantly influenced brand loyalty, (iii) brand image did not influence brand loyalty, and (iv) customer satisfaction did not mediate the relationship between brand image toward brand loyalty. Keywords : brand image, customer satisfaction, brand loyalty

Highlights

IntroductionHotel is an accomodation facility that plays important role in tourism
BackgroundHotel is an accomodation facility that plays important role in tourism
The results show that the first hypothesis which says that brand image has a positive and significant influence toward customer satisfaction was proven by the significance value of 0.000 with direct influence value of 0.733

Summary

Introduction

Hotel is an accomodation facility that plays important role in tourism. Tourists will experience difficulty in enjoying their vacation. Tourists might stay up to 24 hours per day, accomodation service and food and beverage service should be available with quality service that is able to meet the needs and desires of tourists. Hotel is a place for tourists to be able to neutralize all the inconveniences gained during the vacation. It might be possible that all of the complaints that tourists get during the vacation will be reduced if they get a satisfactory service from the hotel (Lo, 2010). A hotel has an important role in maintaining and improving the image of tourist destinations

Methods

Results

Discussion

Conclusion