THE EFFECT OF SERVICE QUALITY AND CORPORATE IMAGE ON VISITOR LOYALTY THROUGH VISITOR SATISFACTION AT BATIQA HOTEL LAMPUNG
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Abstract
This study was conducted to analyze the effect of service quality and corporate image toward customer loyalty using customer satisfaction as a mediating variable at BATIQA Hotel Lampung. The study employed a quantitative approach with explanatory research methods. The data was collected by questionnaires and distributed to customers who had stayed at BATIQA Hotel Lampung at least one night. The method of Structural Equation Modeling (SEM) with AMOS was utilized to analyze the interrelationships between and among the variables in this study. The results indicate that corporate image and service quality significantly affect customer satisfaction. Subsequently, Customer satisfaction also significantly affects customer loyalty. However, service quality and corporate image showed a significant negative direct effect on customer loyalty, implying that these variables do not directly strengthen customer loyalty without the presence of customer satisfaction. In addition, customer satisfaction was proven to act as a partial intervening variable between service quality, corporate image, and customer loyalty
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