Service Quality and Location

Oct 13, 2025 by windailys.com 91 views

The Influence of Service Quality, Price, and Location on Loyalty through Guest Satisfaction with Santika Premiere Dyandra Hotel & Convention Medan

Introduction

In the competitive hospitality industry, hotels are constantly seeking ways to attract and retain guests. One of the key factors that contribute to guest loyalty is the quality of service, price, and location of the hotel. Santika Premiere Dyandra Hotel & Convention Medan, a prominent player in the industry, has been trying to satisfy its guests by offering a combination of these factors. However, the question remains: how do these factors influence guest satisfaction and loyalty? This study aims to investigate the relationship between service quality, price, location, guest satisfaction, and loyalty at Santika Premiere Dyandra Hotel & Convention Medan.

Background of the Study

Santika Premiere Dyandra Hotel & Convention Medan is a well-known hotel in the hospitality industry, offering a range of products and services to its guests. The hotel's success is attributed to its ability to understand the expectations and needs of its guests, providing them with a satisfying experience. However, the hotel's management is keen to know how the quality of service, price, and location affect guest satisfaction and loyalty. This study aims to provide insights into these factors and their impact on guest loyalty.

Methodology

This study employed a quantitative descriptive method with an explanatory research approach. Data was collected through interviews, documentation, and questionnaires given to 100 respondents, selected using accidental sampling. The data analysis was carried out using a structural equation model (SEM) to test the effect of service quality, price, and location on guest satisfaction and loyalty.

Results

The results of the study showed that:

Service Quality and Price have a positive and significant influence on guest satisfaction. However, Location does not have a significant influence on guest satisfaction.
Service Quality and Location have a positive and significant influence on guest loyalty. However, Price does not have a significant influence on guest loyalty.
Guest Satisfaction has a positive and significant influence on guest loyalty.
Service Quality is the dominant factor that is the most influential on guest satisfaction and loyalty at Santika Premiere Dyandra Hotel & Convention Medan.

Discussion

The findings of this study provide some important implications for hotels in the hospitality industry. The results show that service quality is the most dominating factor in determining guest satisfaction and loyalty. Hotels need to continue to improve service quality to satisfy guests and build loyalty. Although the price affects guest satisfaction, the effect is not as strong as the quality of service. Hotels need to determine the right and competitive price strategy without sacrificing service quality. The location does affect guest loyalty, but the effect is not as strong as the quality of service. Hotels need to consider the location factor in their business strategy, but it does not have to be the main focus.

Conclusion

This study provides an in-depth picture of the factors that influence the satisfaction and loyalty of guests at Santika Premiere Dyandra Hotel & Convention Medan. By understanding these factors, hotels can develop more effective strategies to increase guest satisfaction and loyalty in the future. The study's findings highlight the importance of service quality in determining guest satisfaction and loyalty, and the need for hotels to focus on improving their service quality to build loyalty.

Recommendations

Based on the study's findings, the following recommendations are made:

Focus on service quality: Hotels need to continue to improve service quality to satisfy guests and build loyalty.
Determine the right price strategy: Hotels need to determine the right and competitive price strategy without sacrificing service quality.
Consider the location factor: Hotels need to consider the location factor in their business strategy, but it does not have to be the main focus.

Limitations of the Study

This study has some limitations that need to be acknowledged. The study used a quantitative descriptive method, which may not capture the nuances of guest satisfaction and loyalty. The study also relied on a sample of 100 respondents, which may not be representative of the larger population of guests at Santika Premiere Dyandra Hotel & Convention Medan.

Future Research Directions

This study provides a foundation for future research on the factors that influence guest satisfaction and loyalty in the hospitality industry. Future studies can build on this study by exploring other factors that affect guest satisfaction and loyalty, such as the role of technology in guest satisfaction and loyalty, or the impact of social media on guest satisfaction and loyalty.

References

[List of references cited in the study]

Appendix

[Appendix materials, such as additional tables, figures, or questionnaires used in the study]
Q&A: The Influence of Service Quality, Price, and Location on Loyalty through Guest Satisfaction with Santika Premiere Dyandra Hotel & Convention Medan

Introduction

In our previous article, we explored the influence of service quality, price, and location on loyalty through guest satisfaction with Santika Premiere Dyandra Hotel & Convention Medan. In this Q&A article, we will answer some of the most frequently asked questions about the study and its findings.

Q: What was the main objective of the study?

A: The main objective of the study was to investigate the relationship between service quality, price, location, guest satisfaction, and loyalty at Santika Premiere Dyandra Hotel & Convention Medan.

Q: What methodology was used in the study?

A: The study employed a quantitative descriptive method with an explanatory research approach. Data was collected through interviews, documentation, and questionnaires given to 100 respondents, selected using accidental sampling.

Q: What were the key findings of the study?

A: The key findings of the study were:

Service quality and price have a positive and significant influence on guest satisfaction.
Service quality and location have a positive and significant influence on guest loyalty.
Guest satisfaction has a positive and significant influence on guest loyalty.
Service quality is the dominant factor that is the most influential on guest satisfaction and loyalty at Santika Premiere Dyandra Hotel & Convention Medan.

Q: What are the implications of the study's findings?

A: The study's findings have several implications for hotels in the hospitality industry. The results show that service quality is the most dominating factor in determining guest satisfaction and loyalty. Hotels need to continue to improve service quality to satisfy guests and build loyalty. Although the price affects guest satisfaction, the effect is not as strong as the quality of service. Hotels need to determine the right and competitive price strategy without sacrificing service quality.

Q: What are the limitations of the study?

A: The study has some limitations that need to be acknowledged. The study used a quantitative descriptive method, which may not capture the nuances of guest satisfaction and loyalty. The study also relied on a sample of 100 respondents, which may not be representative of the larger population of guests at Santika Premiere Dyandra Hotel & Convention Medan.

Q: What are the future research directions based on the study's findings?

A: The study provides a foundation for future research on the factors that influence guest satisfaction and loyalty in the hospitality industry. Future studies can build on this study by exploring other factors that affect guest satisfaction and loyalty, such as the role of technology in guest satisfaction and loyalty, or the impact of social media on guest satisfaction and loyalty.

Q: What are the recommendations based on the study's findings?

A: Based on the study's findings, the following recommendations are made:

Focus on service quality: Hotels need to continue to improve service quality to satisfy guests and build loyalty.
Determine the right price strategy: Hotels need to determine the right and competitive price strategy without sacrificing service quality.
Consider the location factor: Hotels need to consider the location factor in their business strategy, but it does not have to be the main focus.

Q: What are the benefits of improving service quality in the hospitality industry?

A: Improving service quality in the hospitality industry can lead to several benefits, including:

Increased guest satisfaction and loyalty
Improved reputation and brand image
Increased revenue and profitability
Competitive advantage in the market

Q: What are the challenges of improving service quality in the hospitality industry?

A: Improving service quality in the hospitality industry can be challenging due to several factors, including:

High staff turnover rates
Limited resources and budget
Difficulty in measuring and evaluating service quality
Resistance to change from staff and management

Conclusion

In conclusion, the study provides valuable insights into the factors that influence guest satisfaction and loyalty in the hospitality industry. The study's findings highlight the importance of service quality in determining guest satisfaction and loyalty, and the need for hotels to focus on improving their service quality to build loyalty.