Pengaruh Kualitas Pelayanan terhadap Kepuasan Wisatawan serta Dampaknya terhadap Loyalitas: Studi di Ciater Spa Resort

Rahmat Priyanto and Hary Hermawan
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Hary Hermawan: Sekolah Tinggi Pariwisata AMPTA Yogyakarta, Indonesia

No yevg6, OSF Preprints from Center for Open Science

Abstract: The aim of this research is to know the influence of service quality to satisfaction and tourist loyality in Ciater Spa Resort. The method used in this research is descriptive verificative. Method analisis of this research is analisis path with software PLS. The results showed that the quality of service has no significant effect on loyalty, it means that service quality as exogenous variable requires intervening role (variable of satisfaction). Visitor satisfaction at Ciater Spa Resort has a significant effect on visitor loyalty. In addition, the relationship between the two research variables are positive, the increasing customer satisfaction will increase also loyalty, otherwise the decrease in visitor satisfaction will have an impact on the decrease in visitor loyalty. These findings have matched customer loyalty theory in marketing books. So that verifikatif research has been done successfully to verify the theory of loyalty in general. This article at once confirms a model of service theory as well as its relationship with satisfaction and loyalty, while minimizing the possibility of false loyalty so that this model can be used in the implementation of service management. 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.

Date: 2018-01-16
New Economics Papers: this item is included in nep-cse and nep-sea
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:yevg6

DOI: 10.31219/osf.io/yevg6

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