The Influence of Experiential Value on Customer Satisfaction and its impact on Customer Loyalty
DOI:
https://doi.org/10.17509/sabajotr.v3i2.91530Keywords:
Hotel Industry, Experiential Value, Customer Satisfaction, Customer LoyaltyAbstract
This research aims to understand the extent to which experiential value influences customer satisfaction and its impact on customer loyalty at Crowne Plaza Bandung. In this study, the exogenous variable Experiential Value (X) is utilized, consisting of three dimensions: service excellence, aesthetic, and playfulness. The first endogenous variable (Y1) is Customer Satisfaction, comprising four dimensions: expectation satisfaction, perceived value, satisfaction with the price, and satisfaction as fulfillment. The second endogenous variable (Y2) is Customer Loyalty, consisting of repeat purchase and willingness to recommend. Therefore, based on previous findings, the researchers identify the core issues faced by the hotel along with potential solutions. The research methodology employed is descriptive and verificative, utilizing online questionnaires for data collection. The population of the study includes guests with memberships staying at Crowne Plaza Hotel Bandung, with a sample size of 212 respondents. The analysis is conducted using Structural Equation Modeling (SEM) with the assistance of AMOS 24.0 and SPSS 24.0 applications. The test results indicate that collectively, Experiential Value significantly influences both Customer Satisfaction and Customer Loyalty. However, when tested individually, it is found that only Experiential Value has an impact on customer satisfaction. Consequently, the researchers recommend to uphold the values of Experiential Value to foster positive guest satisfaction and loyalty at Crowne Plaza Hotel Bandung.
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