SERVICE QUALITY ON CUSTOMER SATISFACTION: THE MEDIATING ROLE OF BRAND IMAGE

Authors

  • Isra Febriansyah Rajab Dian Nuswantoro University
  • Nurwajanah Riski Dian Nuswantoro University

Keywords:

Service Quality, Brand Image, Customer Satisfaction

Abstract

This study aims to examine the impact of service quality and brand image on customer satisfaction in the hospitality industry in Yogyakarta. It also investigates the mediating role of brand image in the relationship between service quality and customer satisfaction. A total of 260 hotel guests participated in the survey, and data were collected using a structured questionnaire. The study employs Structural Equation Modeling-Partial Least Squares (SEM-PLS) for data analysis. The results reveal that service quality has a significant positive effect on customer satisfaction, and brand image positively influences customer satisfaction. Furthermore, service quality also positively impacts brand image, and brand image mediates the relationship between service quality and customer satisfaction. These findings highlight the importance of maintaining high service quality and managing a positive brand image to enhance customer satisfaction. This research contributes to the understanding of customer satisfaction in the hospitality industry and provides valuable insights for hotel managers seeking to improve their service offerings and brand positioning.

References

Ali, B. J., Gardi, B., Othman, B. J., Ahmed, S. A., Ismael, N. B., Hamza, P. A., Aziz, H. M., Sabir, B. Y., Sorguli, S., & Anwar, G. (2021). Hotel service quality: The impact of service quality on customer satisfaction in hospitality. International Journal of Engineering, Business and Management, 5(3), 14-28.

Cheng, B.-L. (2013). Service quality and the mediating effect of corporate image on the relationship between customer satisfaction and customer loyalty in the Malaysian hotel industry. Gadjah Mada International Journal of Business, 15(2), 99-112.

Dabholkar, P. A., Shepherd, C. D., & Thorpe, D. I. (2000). A comprehensive framework for service quality: an investigation of critical conceptual and measurement issues through a longitudinal study. Journal of retailing, 76(2), 139-173.

Deng, J. (2022). Hotel Brands and the Impact of Brand Differentiation on the Success of the Global Hotel Brands. Highlights in Business, Economics and Management, 1, 265-276.

Hsieh, S.-W., Lu, C.-C., & Lu, Y.-H. (2018). A study on the relationship among brand image, service quality, customer satisfaction, and customer loyalty–Taking ‘the Bao Wei Zhen Catering Team’As an Empirical Study. KnE Social Sciences.

Kandampully, J., Juwaheer, T. D., & Hu, H.-H. (2011). The influence of a hotel firm's quality of service and image and its effect on tourism customer loyalty. International Journal of Hospitality & Tourism Administration, 12(1), 21-42.

Lahap, J., Ramli, N. S., Said, N. M., Radzi, S. M., & Zain, R. A. (2016). A study of brand image towards customer's satisfaction in the Malaysian hotel industry. Procedia-Social and Behavioral Sciences, 224, 149-157.

Lee, S., Oh, H., & Hsu, C. H. (2017). Country-of-operation and brand images: evidence from the Chinese hotel industry. International Journal of Contemporary Hospitality Management, 29(7), 1814-1833.

Oktavanny, A. Y., & Sulistiadi, W. (2022). The Determinant Factors of Customer Satisfaction: Promotion, Service quality and Brand image. IJEBD (International Journal of Entrepreneurship and Business Development), 5(2), 312-322.

Rahmah, N., Kara, M. H., Bakry, M., & Muin, R. (2021). Effect of Service Quality on Customer Loyalty with Customer Satisfaction as an Intervening Variable in Shariah Hotel (Study at Pesonna Hotel in Makassar, South Sulawesi). International Journal of Multicultural and Multireligious Understanding, 8(4), 224-232.

Rao, P. S., & Sahu, P. C. (2013). Impact of service quality on customer satisfaction in hotel industry. IOSR Journal of Humanities and Social Science, 18(5), 39-44.

Setyadi, A., Ali, H., & Imaroh, T. S. (2017). Building brand image: Analysis of service quality and customer satisfaction. Saudi Journal of Business and Management Studies, 2(8), 770-777.

Singgalen, Y. A. (2024). Hotel Customer Satisfaction: A Comprehensive Analysis of Perceived Cleanliness, Location, Service, and Value. Journal of Business and Economics Research (JBE), 5(3), 352-369.

Downloads

Published

2023-12-21

Issue

Vol. 1 No. 1 (2023): International Journals asri of Economic, Business and Management

Section

Articles

License

Copyright (c) 2023 Isra Febriansyah Rajab, Nurwajanah Riski

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

 

Asri International: Journal of Economic, Business, and Management follows a [type of license, e.g., Creative Commons Attribution 4.0 International License (CC BY 4.0)] for all published articles. Under this license:

  1. Copyright and Ownership
    Authors retain full copyright over their work. However, by submitting to the journal, authors grant the journal the right to publish and distribute the article globally in any medium.

  2. Attribution
    Articles published in Asri International may be shared, distributed, and adapted by others, provided the original author(s) and source are properly credited.

  3. Non-Exclusive License
    Authors are free to submit their articles to other journals or platforms. The license provided to Asri International is non-exclusive, meaning authors can retain the right to republish or reuse the article elsewhere.

  4. Commercial Use
    Commercial use of the published content is prohibited unless explicitly allowed by the author or agreed upon in a separate arrangement.

  5. Changes to the License
    Any future changes to the licensing terms will be updated on this page, and authors will be notified accordingly.