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Tourism and Service Marketing

Author

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  • Priyanto, Rahmat

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kualitas pelayanan terhadap kepuasan dan loyalitas wisatawan di Ciater Spa Resort. Penelitian ini berjenis deskriptif-verifikatif. Metode analisis yang digunakan adalah analisis jalur dengan alat bantu sofware Partial Least Square (PLS). Hasil penelitian menunjukan bahwa Kualitas pelayanan di Ciater Spa Resort tidak berpengaruh signifikan terhadap loyalitas, hal ini berarti bahwa kualitas pelayanan sebagai variabel eksogen membutuhkan peran intervening (variabel kepuasan). Sedangkan, kepuasan pengunjung di Ciater Spa Resort berpengaruh signifikan terhadap loyalitas pengunjung. Selain itu hubungan diantara kedua variabel penelitian tersebut adalah positif, maka semakin meningkatnya kepuasan pengunjung akan semakin meningkat pula loyalitasnya, sebaliknya semakin menurunya kepuasan pengunjung akan berdampak terhadap semakin menurunnya loyalitas pengunjung. Penemuan ini telah sesuai teori loyalitas pelanggan dalam buku-buku pemasaran. Sehingga penelitian verifikatif yang telah dilakukan berhasil memverivikasi teori loyalitas secara umum. Artikel ini sekaligus menegaskan sebuah model teori pelayanan serta hubunganya dengan kepuasan dan loyalitas, sekaligus mampu meminimalisir adanya kemungkinan loyalitas semu sehingga model ini dapat dipakai dalam implementasi manajemen pelayanan.

Suggested Citation

  • Priyanto, Rahmat, 2018. "Tourism and Service Marketing," INA-Rxiv b4fwa, Center for Open Science.
    • Handle: RePEc:osf:inarxi:b4fwa
    DOI: 10.31219/osf.io/b4fwa
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