The influence of service quality and customer satisfaction on customer loyalty at Grand City Hall hotel, Medan

Sachio, Franklyn (2021) The influence of service quality and customer satisfaction on customer loyalty at Grand City Hall hotel, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

A hotel is a company that mostly provides tangibles products. Service quality often becomes strong indicator towards customer satisfaction and loyalty. The objective of this research is to prove whether service quality influence customer satisfaction and customer loyalty at Grand City Hall Hotel, Medan. Service quality is considered to be good if the company meets the customer expectation. Customer satisfaction important for company to ensure the loyalty of customer. By providing good service quality, it impacts the satisfaction of customer and customer become loyal. Quantitative research and IBM SPSS Statistics V.26 application is used in this research. the writer use descriptive statistics and accidental sampling technique to gather the data. The total sample for this research is 39. This research has passed validity test, reliability test, normality test, multi linear regression, multicollinear test, and heteroscedasticity test. The hypothesis is considered to be accepted if the significance value is higher than 0.05 and if the T value > t table. The recommendation for the hotel is facilities, more employees training, employee performance, and promotion. So the customer will feel better when stay in the hotel and satisfied.

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