The Effect of Marketing Mix on Satisfaction and Its Impact on Hotel Customer Loyalty in Pekanbaru-Riau

Arizal.N, Arizal.N and Dwika Listihana, Wita and Nofrizal, Nofrizal (2018) The Effect of Marketing Mix on Satisfaction and Its Impact on Hotel Customer Loyalty in Pekanbaru-Riau. In: Proceedings of the first Padang International Conference on Economics education, Economic Business and Management, Accounting and Enterpreneurship (PICEEBA), 2-3 Juli 2018, Padang.

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Abstract

The purpose of this study to test and analyze empirically the influence of Quality Service to satisfaction and its impact on customer loyalty hotel in Pekanbaru City. Organization and Service Company in its operation is determined is the quality of the services it produces where the quality of these services include several dimensions such as the physical form owned by the organization or service, how empathy of the employees, responsive and also the extent to which the reliability of the service provider. The quality of this service will affect the user satisfaction of the service and this satisfaction will have an impact on the loyalty of the user. From this research can see how the influence of the quality of service to satisfaction and its impact on the loyalty of hotel customers in Pekanbaru City. The results of this study indicate that there is influence of marketing mix to satisfaction and its impact on customer loyalty of hotel in Pekanbaru-Riau

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