PERAN KUALITAS LAYANAN DALAM MENINGKATKAN KEPUASAN DAN LOYALITAS PELANGGAN (STUDI PADA THE SHANTI RESIDENCES AND RESORTS BALI)

Abstract

This research focused on the role of service quality in improving the satisfaction and loyalty of the customers of The Santi Residences and Resorts Bali. There ere 91 respondents in this research with the creteria that they had already used the products and services of The Santi Residences and Resorts Bali more than twice, with a minimum age of 17. The determination of samples used Purposive Sampling Method. The research usedPartial Least Square (PLS) with SmartPLS program. The result of the research showed that 1) Service quality had a positive and significant effect towards the customers’ satisfaction 2) service quality had a positive effect but insignificant towards the customers’ satisfaction 3) statisfaction had a positive and significant effect towards the customers’ loyalty. The result of the research gave an implication to the management side of The Shanti Residences and Resorts Bali for improving the service quality by emphasizing on emphaty by giving a special treatment to the customers. The improvement of the cutomers’ satisfaction emphasized more on the image improvement of the company by giving a warranty to the customers of The Santi Residences and Resorts Bali. Furthermore, the customers’ loyalty could be done by improving word of mouth communication to the customers. By word of mouth communication, the customers would give positive information about the offered products and services.

Keywords: service quality, satisfaction, customers’loyalty