Service Quality, Brand Attributes, Satisfaction and Loyalty of Guests Staying at Le Meridien Hotel Bali Jimbaran

Agung Suryawan Wiranatha,I Gusti Ayu Oka Suryawardani,Luh Putu Triyanti Ariestiana Dewi

doi:10.24922/eot.v8i1.71451

Abstract

Guest satisfaction and loyalty become an indicator of the success of a hotel. Service quality and brand attributes are two components that related the satisfaction and loyalty of guests who stay at the hotel. The purposes of this study were 1) To analyse the relationship of service quality and brand attributes to the satisfaction of guests staying at the Le Meridien Bali Jimbaran hotel, 2) To analyse the relationships of service quality and brand attributes to the loyalty of guests staying at the Le Meridien Bali Jimbaran hotel, 3) To analyse the satisfaction of the guests staying at the Le Meridien Bali Jimbaran hotel. This research used quantitative method involving 100 guests who stayed overnight as the respondents. Sampling was done by accidental sampling and analysis using Structural Equation Model (SEM) with SmartPLS 3.0 software. The results showed that 1) Service quality had a significant effect on satisfaction, 2) Service quality had no significant effect on loyalty, 3) Brand attributes had a significant effect on satisfaction, 4) Brand attributes had significant influence on loyalty, and 5) Satisfaction has a significant effect on loyalty. Suggestions that can be made in this study that hotel should support loyalty, maintain and pay close attention to brand attributes that need to be improved and guest mindset influence, as well as the should find other aspects that can support and increase guest loyalty.

Highlights

Le Meridien is a property and brand of the Marriott International company that focuses on a European perspective
The characteristics of respondents based on the purpose of staying were dominated by the purpose of vacationing as much as 72%, the respondent data based on gender were dominated by male guests with a percentage of 64%, while 56% for the percentage who dominated the guest members based on the characteristics according to the member program, characteristics based on the purpose of staying with a value of 39% who chose Le Meridien Bali Jimbaran because the brand they owned was based on the main purpose of choosing Le Meridien Bali Jimbaran and based on the frequency of stay, 84% of new guests stayed at the Le Meridien Bali Jimbaran hotel for the first time
Ho is accepted because “Service quality does not have a significant effect on loyalty”, while Ha is rejected because there is no direct influence between service quality and loyalty

Summary

Introduction

Le Meridien is a property and brand of the Marriott International company that focuses on a European perspective. This brand started appearing in the 1960’s and was used as a place where people got together to enjoy the fun of life. Le Meridien Bali at Jimbaran is a hotel that compete to attract the tourists come to stay and count on the quality of service and the attributes of the Le Meridien brand which has an advantage compared with other hotels. The satisfaction of the tourists will be achieved when reality exceeds expectations This tourist satisfaction is able to encourage guests who will be loyal to the hotel. Each hotel is competing to highlight the advantages of the attributes they have in order to attract tourists to come to stay at their hotel

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Conclusion