THE IMPACT OF SERVICE QUALITY AND PRICE TO CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN SWISS-BELHOTEL MALEOSAN MANADO
ABSTRACT: Loyalty of the
firm's customers has been recognized as the dominant factors in a business
organization's success. Service quality and price are vital competitive policy
to keep customer support and build
great base. Hotels are trying to win customer loyalty by providing good quality
services, affordable price and also make sure that customers
are satisfied. This study is aimed to analyze the influence of service quality and price to customer
satisfaction, service quality
and price to
customer loyalty and
customer satisfaction to
customer loyalty. This study is conducted in Swiss-Belhotel Maleosan
Manado with 99 respondents. This study
uses Path Analysis Method and
also includes validity
test, reliability test,
and classical assumption.
The results of the
study indicate that service quality and price has a positive significant
influence to customer satisfaction; service quality and price has a positive
significant influence to customer loyalty; and customer satisfaction has
positive significant influence to customer loyalty.
Author: Marcelitha T.
Montolalu
Journal Code: jpmanajemengg130066
