Evaluating service quality in Indonesian rural tourism: The RURALQUAL model approach
DOI:
https://doi.org/10.20414/jed.v6i2.10416Keywords:
customer experience, customer satisfaction, RURALQUAL model, service quality, tourismAbstract
Purpose — The purpose of this study is to evaluate service quality using the RURALQUAL model and examine its relationship with customer satisfaction and customer experience.
Method — The research method employed in this study is quantitative research using Structural Equation Modeling, specifically Partial Least Squares (PLS-SEM). The variables investigated include service quality (X) as the independent variable, customer experience (Y) as the intervening variable, and customer satisfaction (Z) as the response variable. The population for this study consists of tourists visiting Wanayasa Rural Tourism in Purwakarta. The sampling method used to select participants is non-probability sampling, specifically the purposive sampling technique. A total of 344 Wanayasa tourists were included as samples in this study.
Result — This study discovered that there is a notable impact on customer experience and customer satisfaction when it comes to service quality. Additionally, customer experience can act as a mediator between service quality and customer satisfaction.
Novelty — This research applies RURALQUAL model approach to measure service quality in rural tourism in Wanayasa, Purwakarta, Indonesia.
Downloads
References
Badan Pusat Statistik. (2024). Statistik kunjungan wisatawan mancanegara 2023 (Vol. 15). Badan Pusat Statistik.
Choi, H., Ann, S., Lee, K. W., & Park, D. B. (2018). Measuring service quality of rural accommodations. Sustainability, 10(2), 9–11. https://doi.org/10.3390/su10020443
Fajri, D., & Ma’ruf, J. J. (2018). Pengaruh social media marketing dan promosi harga terhadap kepuasan konsumen dan pengalaman konsumen sebagai variabel mediasi pada maskapai penerbangan AirAsia di Banda Aceh. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 3(2), 33–48.
Fang, W. T. (2020). Tourism in emerging economies: The way we green, sustainable, and healthy. https://doi.org/10.1007/978-981-15-2463-9
Ulum, F., & Muchtar, R. (2018). Pengaruh e-service quality terhadap e-customer satisfaction website start-up Kaosyay. Jurnal Tekno Kompak, 12(2), 68–72.
Gomoi, N. J., Tampi, J. R. E., & Punuindoong, A. Y. (2021). Pengaruh kualitas pelayanan dan pengalaman konsumen terhadap kepuasan konsumen (Pasien) rawat inap Irina C Rumah Sakit Umum Pusat. Productivity, 2(6), 507–510.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2020). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications Ltd.
Hardianto, F. N. (2018, December). Sistem pariwisata pedesaan dan pengembangan desa wisata. In Prosiding Seminar Nasional: Pengembangan Pariwisata yang Berkelanjutan: Inovasi, Teknologi, dan Kearifan Lokal.
Hasibuan, I. M., Mutthaqin, S., Erianto, R., & Harahap, I. (2023). Kontribusi sektor pariwisata terhadap perekonomian nasional. Jurnal Masharif Al-Syariah: Jurnal Ekonomi dan Perbankan Syariah, 8(2), 1200–1217.
Hurst, J. L., Niehm, L. S., & Littrell, M. A. (2009). Retail service dynamics in a rural tourism community: Implications for customer relationship management. Managing Service Quality: An International Journal, 19(5), 511–540.
Hwang, J., & Seo, S. (2016). A critical review of research on customer experience management: Theoretical, methodological, and cultural perspectives. International Journal of Contemporary Hospitality Management, 28(10), 2218–2246. https://doi.org/10.1108/IJCHM-04-2015-0192
Karnowati, N. B., Astuti, H. J., Pujiharto, P., & Fitriati, A. (2021). Pengaruh kualitas layanan, pengalaman, kepuasan konsumen, dan perilaku mencari variasi terhadap perpindahan merek. Jurnal Manajemen Motivasi, 17(1), 18. https://doi.org/10.29406/jmm.v17i1.2621
Keni, K., & Sandra, K. K. (2021). Prediksi customer experience dan service quality terhadap customer loyalty: Customer satisfaction sebagai variabel mediasi. Jurnal Muara Ilmu Ekonomi dan Bisnis, 5(1), 191. https://doi.org/10.24912/jmieb.v5i1.11196
Makanyeza, C., & Mumiriki, D. (2016). Are all customers really the same? Comparing service quality and satisfaction between residential and business telecommunications customers. Acta Commercii, 16(1), 1–10. https://doi.org/10.4102/ac.v16i1.348
Mamoun, N. E., Akroush, L. J., Jraisat, D. N., Kurdieh, R., & Qatu, A.-F. L. T. (2016). Tourism service quality and destination loyalty: The mediating role of destination image from international tourists’ perspectives. Tourism Review, 71(1), 18–44.
Markovi?, S., & Šebrek, J. K. (2020). Service quality measurement in rural tourism: Application of RURALQUAL model. Academica Turistica, 13(2), 215–227. https://doi.org/10.26493/2335-4194.13.215-227
Mulya Handayani, S., Jamhari, Rahayu Waluyati, L., & Handoyo Mulyo, J. (2020). Consumer satisfaction on wetland rice agro-tourism in Daerah Istimewa Yogyakarta (DIY). IOP Conference Series: Earth and Environmental Science, 518(1). https://doi.org/10.1088/1755-1315/518/1/012061
Mulyo, J. H., Rohmah, F., Perwitasari, H., & Nasir, M. A. (2021). The service quality of Kampoeng Kopi Banaran agrotourism, Central Java Province, Indonesia. IOP Conference Series: Earth and Environmental Science, 662(1). https://doi.org/10.1088/1755-1315/662/1/012003
Muskat, B., Hörtnagl, T., Prayag, G., & Wagner, S. (2019). Perceived quality, authenticity, and price in tourists’ dining experiences: Testing competing models of satisfaction and behavioral intentions. Journal of Vacation Marketing, 25(4), 480–498. https://doi.org/10.1177/1356766718822675
Nobar, H. B. K., & Rostamzadeh, R. (2018). The impact of customer satisfaction, customer experience, and customer loyalty on brand power: Empirical evidence from hotel industry. Journal of Business Economics and Management, 19(2), 417–430. https://doi.org/10.3846/jbem.2018.5678
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41. https://doi.org/10.2307/1251430
Putri, A., Suhartono, C., & Kristanti, M. (2023). Pengaruh kualitas layanan terhadap minat kunjung kembali di restoran Kaizen BBQ Grill & Shabu-Shabu Surabaya dengan customer experience sebagai variabel mediasi. Jurnal Manajemen Perhotelan, 9(1), 46–54. https://doi.org/10.9744/jmp.9.1.46-54
Reichel, A., Lowengart, O., & Milman, A. (2000). Rural tourism in Israel: Service quality and orientation. Tourism Management, 21(5), 451–459. https://doi.org/10.1016/S0261-5177(99)00099-0
Risso, W. (2018). Tourism and economic growth: A worldwide study. Tourism Analysis, 23, 123–135. https://doi.org/10.3727/108354218X15143857349828
Ryglová, K., Rašovská, I., & Šácha, J. (2017). Rural tourism: Evaluating the quality of destination. European Countryside, 9(4), 769–788. https://doi.org/10.1515/euco-2017-0043
Šebrek, J. K., & Markovi?, S. (2020). Service quality measurement in rural tourism: An application of modified RURALQUAL model. Tourism and Hospitality Management, 26(1), 245–257.
Shyju, P., Singh, K., Kokkranikal, J., Bharadwaj, R., Rai, S., & Antony, J. (2023). Service quality and customer satisfaction in hospitality, leisure, sport, and tourism: An assessment of research in Web of Science. Journal of Quality Assurance in Hospitality and Tourism, 24(1), 24–50. https://doi.org/10.1080/1528008X.2021.2012735
Silvestri, C., Aquilani, B., & Ruggieri, A. (2017). Service quality and customer satisfaction in thermal tourism. TQM Journal, 29(1), 55–81. https://doi.org/10.1108/TQM-06-2015-0089
Srivastava, M., & Kaul, D. (2014). Social interaction, convenience, and customer satisfaction: The mediating effect of customer experience. Journal of Retailing and Consumer Services, 21(6), 1028–1037. https://doi.org/10.1016/j.jretconser.2014.04.007
Stickdorn, M. (2009). Service design in tourism. In Designing services with innovative methods (pp. 246–267).
Surahman, I. G. N., Yasa, P. N. S., & Wahyuni, N. M. (2020). The effect of service quality on customer loyalty mediated by customer satisfaction in tourism villages in Badung Regency. Jurnal Ekonomi & Bisnis Jagaditha, 7(1), 46–52. https://doi.org/10.22225/jj.7.1.1626.46-52
Sureshchandar, G. S., Rajendran, C., & Anantharaman, R. N. (2002). The relationship between service quality and customer satisfaction: A factor-specific approach. Journal of Services Marketing, 16(4), 363–379. https://doi.org/10.1108/08876040210433248
Wardana, I. M., Sukaatmadja, I. P. G., Yasa, N. N. K., & Setini, M. (2021). Comparative and competitive advantages: Perspective of rural tourism (Study on tourism in the province of Bali Indonesia). GeoJournal of Tourism and Geosites, 33(4), 1493–1500. https://doi.org/10.30892/gtg.334spl07-598
Simanjuntak, D. C. Y., & Purba, P. Y. (2020). Peran mediasi customer satisfaction dalam customer experience dan loyalitas pelanggan. Jurnal Bisnis dan Manajemen, 7(2). https://doi.org/10.26905/jbm.v7i2.4795
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Fety Nurlia Muzayanah, Rediawan Miharja, Agustifa Zea Tazliqoh
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
