PENGARUH KEPUASAN TERHADAP LOYALITAS PELANGGAN

(Survei terhadap para penghuni hotel di Semarang)
2007

Oleh : Yohanes Sugiharto
(Artikel Dipublikasikan pada ; VISI Edisi XVIII/2007, 52-64)

Abstrak
Companies make consumer’s satisfaction as one of their objectives. Satisfied consumers are expected to repeat buying, recommend company’s product to other persons, even to be loyal to the company. The article’s objective is to identify service variables with major contribution to overall satisfaction and its effect on loyalty. Purposive random sampling method is implemented to collect data from sample guests of hotels in Semarang to be tested using Structural Equation Modeling. Evidence shows that housekeeping service has positive, statistically significant, effect on customers’ satisfaction. Overall satisfaction variable is also has statistically significant effect on customers’ loyalty. Insight gained from the research is expected to contribute to development of alternative strategy in enhancing customers’ loyalty’

Keywords : Customers’ satisfaction; Customers’ loyalty

Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management)
e-mail : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

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