Abstract
The COVID – 19 pandemic been made bad impact all tourism sector. Travels agents need to be adapted to pandemic condition to survive in this current situation. The purpose of this research is to test the influence of marketing mix, quality of service on customer satisfaction and loyalty. This study took samples on the research population customers of PT. Mutiara Cemerlang Utama Bali who buys domestic and international flight tickets, makes hotel room reservations, tour package, India pilgrimage tours, assistant to make passport and visa extension. This research leads to descriptive and verificative research called explanatory research. The data was collected by interviewing and disseminating questionnaires by purposive sampling method processed using Partial Least Square (PLS) analysis tool, the number of samples used by 120 samples. The results obtained in this study are that the marketing mix has a significant positive effect on customer satisfaction, the quality of service has a significant positive effect on customer satisfaction, but marketing mix and quality of service have a positive effect on customer loyalty. This is due to several factors that affect such as the price competition of travel agents. Customer satisfaction has a positive and significant effect on customer loyalty.
Highlights
The COVID-19 pandemic has forced people in the world to travel with various regulations
The results obtained in this study are that the marketing mix has a significant positive effect on customer satisfaction, the quality of service has a significant positive effect on customer satisfaction, but marketing mix and quality of service have a positive effect on customer loyalty
Descriptive analysis used in the study to describe the characteristics of research respondents that can be seen from several research variables related to respondents' perception of the marketing mix, service quality, customers satisfaction and customers loyalty
Summary
The COVID-19 pandemic has forced people in the world to travel with various regulations. The new regulations for traveling during the pandemic period are constantly changing following the conditions in each country and airlines. This situation makes travel agent services sell products and be updated with the current regulations. To be able to compete and grow in this service business, a Travel Agent must be able to provide better service and have more varieties than other existing agents. This pandemic period requires travel agents to improve their services by providing an updat-ed applicable rule to maintain customer satisfaction with the services provided
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