The Influence of Service Quality and Room Rates on Guest Loyalty at UNP Hotel & Convention Center
Article Sidebar
Main Article Content
Abstract
Purpose: This study aims to elucidate the profound influence of service quality and room rates on hotel guest loyalty within the context of UNP Hotel & Convention Center.
Method: Employing an explanatory research design with a quantitative approach, this study examines the interplay between service quality, room rates, and hotel guest loyalty. The study focuses on a population of repeat guests at UNP Hotel & Convention Center. Data was collected from 50 respondents through purposive sampling using a meticulously designed questionnaire. The collected data was subjected to descriptive analysis and path analysis, with the proposed model evaluated using the Smart Partial Least Squares Structural (PLSS) assessment.
Results: The findings underscore a compelling and statistically significant correlation between service quality, room rates, and guest loyalty. This highlights a crucial implication for the hotel industry to prioritize and meticulously manage service quality and room pricing in order to foster and amplify guest loyalty.
Contribution: This research underscores the pivotal role of service quality and room rates in nurturing guest loyalty at UNP Hotel & Convention Center. The study reaffirms that guest loyalty is intricately tied to the anticipated service quality and pricing. As such, maintaining service quality at par and ensuring competitive room rates could potentially lead to higher guest retention and choice of the hotel. Conversely, a decline in either service quality or competitive pricing may precipitate diminished guest loyalty
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Abbasi-Moghaddam, M. A., & Zarei, E. (2019). Evaluation of service quality from patients’ viewpoint. BMC Health Services Research.
Abrate, G., & Nicolau, J. L. (2019). The impact of dynamic price variability on revenue maximization. Elsevier.
Ali, B. J., & Gardi, B. (2021). Hotel service quality: The impact of service quality on customer satisfaction in hospitality. International Journal of Engineering, Business and Management (IJEBM).
Al Shehhi, M., & Karathanasopoulos, A. (2020). Forecasting hotel room prices in selected GCC cities using deep learning. Elsevier.
Belarmino, A., & Koh, Y. (2022). Blurred lines: Comparing room rates, star-ratings, and user-generated contents for full-service and select-service hotels.
Biscaia, R., & Yoshida, M. (2021). Service quality and its effects on consumer outcomes: A meta-analytic review in spectator sport. European Sport Management Quarterly.
Chen, R. J. C. (2015). From sustainability to customer loyalty: A case of full service hotels' guests.
El-Said, O. A. (2020). Impact of online reviews on hotel booking intention: The moderating role of brand image, star category, and price. Elsevier.
Field, A. (2018). Discovering statistics using IBM SPSS statistics. Sage Publications.
Ilyas, G. B., & Mustafa, H. (Year). Price, Promotion, and Supporting Facilities on Customer Satisfaction. Golden Ratio of Marketing and Applied Psychology of Business.
Kawatak, S. Y., et al. (2023). Perception of guest satisfaction with service quality of Paradise Hotel Golf and Resort Likupang. Journal of Hospitality Management.
Kharouf, H., & Sekhon, H. (2019). The role of effective communication and trustworthiness in determining guests' loyalty. Journal of Hospitality Marketing & Management.
Kim, J., & Jang, S. (2020). Why are hotel room prices different? Exploring spatially varying relationships between room price and hotel attributes. Elsevier.
Koo, B., et al. (2019). The role of loyalty programs in boosting hotel guest loyalty: Impact of switching barriers. Elsevier.
Luo, Z., & Qu, H. (2016). Guest-defined hotel service quality and its impact on guest loyalty. Journal of Quality Assurance in Hospitality & Tourism.
Narteh, B., & Agbemabiese, G. C. (2013). Relationship marketing and customer loyalty: Evidence from the Ghanaian luxury hotel industry. Journal of Hospitality Marketing & Management.
Nhepera, N., & Onojaefe, D. (2019). An examination of the importance of hotel innovative on guest loyalty in Cape Town, South Africa. Acta Universitatis Danubius.
Park, J., & Jeong, E. (2019). Service quality in tourism: A systematic literature review and keyword network analysis. MDPI.
Reichheld, F. F., & Schefter, P. (2000). E-Loyalty: Your secret weapon on the web.
Rita, P., & Oliveira, T. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Elsevier.
Rofiah, C., & Wahyuni, D. (2017). Service quality and its effect on customer loyalty mediated by satisfaction at Bank Muamalat Jombang. Journal of STIE Dewantara.
Sanchez-Perez, M., & Illescas-Manzano, M. D. (2019). Modeling hotel room pricing: A multi-country analysis. Elsevier.
Saputri, R. S. D. (2019). Pengaruh Kualitas Pelayanan dan Harga Terhadap Loyalitas Pelanggan Grab Semarang. Journal of Strategic Communication.
Sawitri, N. P., et al. (2013). The effect of service quality on customer satisfaction and loyalty of Tegal Sari Accommodation in Ubud. Journal of Management, Business Strategy, and Entrepreneurship.
Shompong, C., & Udo, K. (2022). An estimate of the value of the beachfront with respect to the hotel room rates in Thailand. Elsevier.
Soler, I. P., & Gemar, G. (2019). Algarve hotel price determinants: A hedonic pricing model. Elsevier.
Suh, M., & Moon, H. (2015). Invisible and intangible, but undeniable: Role of ambient conditions in building hotel guests' loyalty. Journal of Hospitality Marketing & Management.
Susepti, A., et al. (2017). Pengaruh Kualitas Pelayanan Terhadap Kepuasan dan Loyalitas Tamu Hotel (studi tentang persepsi tamu hotel mahkota plengkung kabupaten banyuwangi). Jurnal Administrasi Bisnis (JAB).
Tanford, S. (2013). The impact of tier level on attitudinal and behavioral loyalty of hotel reward program members. International Journal of Hospitality Management.
Thungasal, C. E., & Siagian, H. (2019). The effect of service quality and price on customer loyalty through customer satisfaction at Hotel Kasuari. Agora.