Analysis Of Service Quality Improvement, Customer Satisfaction And Customer Loyalty In The Hotel Industry In Serang Banten Using The Sem-Pls Method

Abstract

The research objectives to analyze the effect of reliability, responsiveness, assurance, empathy and physical evidence on customer satisfaction at Four Star Hotels in Serang City. They know the factors causing the decreasing customer satisfaction level and improvements which may grew customer satisfaction with the services of Four Star Hotels in Serang City. The population in this study are customers from four-star hotels, namely customers who stay and use four-star hotel facilities, with a total sample of 100 respondents. In this research, the data analysis method using Structural Equation Model-Partial Least Square (SEM-PLS) in the early stages of confirmatory factor analysis test on formative constructs carried out by testing the value of outer collinearity VIF, the significance of outer weight and construct reliability. The next step is to extract scores. Latent variables using the IPMA method help expand the findings of the PLS-SEM preliminary results. The results in this research, indicate that the five factors that make up Service Quality can increase Consumer Satisfaction and Loyalty. Several indicators which need improvement in Service Quality are: (a) Attitude, (b) Speed ​​of Employees in Serving, (c) Troubleshooting, (d) Courtesy, and (e) Concern. All components of Service Quality have been in exemplary implementation and need to be maintained. This result can provide benefits for developing the ability of writers to write scientific papers, especially in the field of industrial engineering