Pengaruh mutu jasa terhadap loyalitas jasa :: Studi kasus Grand Quality Hotel Yogyakarta

SRIKANDI, Jenifer, sahid Susilo Nugroho, Dr., M.Sc

2009 | Tesis | S2 Magister Manajemen

Pembenahan sektor pariwisata terutama perhotelan tidak hanya sekedar infrastruktur fisik saja melainkan harus memperhatikan service quality, loyalitas dan kepuasan pelanggan. Penelitian ini dilakukan untuk menganalisis service quality yang mempengaruhi service loyalty melaluli mediasi kepuasan pelanggan. Peneliti memfokuskan pada responden yang pemah menginap di Grand Quality Hotel Y ogyakat1a. Variabel yang digunakan dalam penelitian ini, antara lain service quality yang merupakan variabel bebas, service loyalty yang merupakan variabel terikat dan Kepuasan pelanggan merupakan variabel mediasi/intervening. Pengambilan data dilakukan dengan menggunakan metode purposive sampling melalui penyebaran kuisioner. Dari penelitian ini, dapat ditarik kesimpulan bahwa ditemukan pengaruh service quality terhadap service loyalty yang dimediasi oleh kepuasan pelanggan. Disamping mempunyai pengaruh langsung, service quality juga berpengaruh secara tidak langsung terhadap service Loyalty melalui kepuasan pelanggan. Sehingga, service quality memiliki pengaruh yang cukup besar terhadap keinginan tamu hotel untuk melakukan kunjungan ulang atau merekomendasikan ke orang lain; dengan kata lain bahwa tamu hotel mempet1imbangkan keseluruhan service quality untuk mewujudkan loyalitas mereka terhadap suatu hotel. Kata kunci: service quality, kepuasan pelanggan, service loyalty.

The restructuring in tourism sector especially hotels not only for the physical infrastructure but also in service quality, loyalty, and customer satisfaction. This research is aimed at analyzing service quality that influences service loyalty through customer satisfaction. The researcher focuses on the respondents who have ever stayed in Grand Quality Hotel, Yogyakarta. Variables used in this research are service quality as the independent variable, service loyalty as the dependent variable, and customer satisfaction as the intervening variable. Data is taken using pwposive sampling through questionnaires. From the research done, it is found that service quality influences service loyalty which is intervened by customer loyalty. Besides having a direct effect, service quality also influences service loyalty through customer satisfaction indirectly. Thus, service quality has a strong influence toward the desire of the guests to re-stay in that hotel or recommend the hotel to others. In other words, the guests consider the whole service quality to create their loyalty toward a hotel. Keywords: service quality, customer satisfaction, service loyalty.

Kata Kunci : Service quality,Kepuasan pelanggan,Service loyality