BENARKAH ATMOSPHERIC CUES BERDAMPAK PADA HUBUNGAN KUALITAS LAYANANAN PADA LOYALTY INTENTION? STUDI KASUS PERHOTELAN PADA DAERAH TUJUAN WISATA DI PAPUA
Keywords: atmospheric cues, customer value, kualitas layanan, loyalty intention, moderasi, moderation, nilai pelanggan, quality of service
Abstract
Entering the ASEAN Economic Community in 2015 sparked a number of tourism industry especially in the hospitality sector to improve its performance with the expectations of consumers intend to be loyal. Therefore need to be attentive hospitality managers to examine the variables that affect the intention to be loyal. Several previous studies have explained that the quality of service and customer value is not the only variable that affects loyalty intention, but some research suggests that atmospheric cues influence on loyalty intention. Some research explains that atmospheric cues did not moderate the relationship of service quality on loyalty intention. This study aimed to examine the effect of service quality and customer value on loyalty intention and to test the moderating variable atmospheric cues. The research results that atmospheric cues significant positive effect on loyalty intention. Atmospheric cues also moderate and weaken the impact of service quality relationships and loyalty intention. After the subgroup analysis. The results also explain that the significant positive effect on customer loyalty intention.
Memasuki ASEAN Economic Community 2015 memicu sejumlah industri khususnya pariwisata pada sektor perhotelan untuk meningkatkan performanya dengan harapan konsumen menjadi loyal. Oleh sebab itu perlu menjadi perhatian manajer perhotelan untuk mengkaji variabel yang berpengaruh pada niat menjadi loyal. Beberapa penelitian terdahulu memaparkan bahwa kualitas layanan dan nilai pelanggan bukan satu-satunya variabel yang memengaruhi loyalty intention, namun beberapa penelitian mengemukakan bahwa atmospheric cues berpengaruh pada loyalty intention. Beberapa hasil penelitian menjelaskan bahwa atmospheric cues tidak memoderasi hubungan kualitas layanan pada loyalty intention. Penelitian ini bertujuan untuk menguji pengaruh kualitas layanan dan nilai pelanggan pada loyalty intention serta menguji variabel pemoderasi atmospheric cues. Hasil penelitian menunjukkan bahwa atmospheric cues berpengaruh positif signifikan pada loyalty intention. Atmospheric cues juga memoderasi dan berdampak memperlemah hubungan kualitas layanan dan loyalty intention. Setelah dilakukan subgroup analysis. Hasil penelitian juga menjelaskan bahwa nilai pelanggan berpengaruh positif signifikan pada loyalty intention.
Downloads
References
Baker, J., Parasuraman, A., Grewal, D., Voss, G.B. (2002). The influence of multiple store environment cues on perceived merchandise value and patron age intentions. Journal of marketing, vol 66(2), 120141.
Cahyadi Cenny. (2014). Pengaruh kualitas layanan dan kualitas makanan dengan peran moderasi atmosphere pada restoran sushi tei galaxy mall di Surabaya. Jurnal ilmiah mahasiswa universitas Surabaya, vol 3(1). (2014).
Cooper, D. R. & Schindler, P.S. (2006). Business research methods 9th ed, New York; McGraw Hill.
Donovan R. J., & Rossiter, J. R. (1982). Store atmosphere: An environmental psychology approach. Journal of retailing, vol 58(1), 34-57.
Hutchinson, J., Lai, F. & Wang, Y. (2008). Understanding the relationships of quality, value, equity, satisfaction, and behavioral intentions among golf travelers. Tourism management, vol. 30, pp. 298-308.
Jooyeon Ha & SooCheong (Shawn) Jang. (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International journal of hospitality management, vol 29, Issue 3, September 2010, pages 520-529. Elsevier.
Kim Woo Gon & Moon Yun Ji. (2009). Customers cognitive, emotional, and actionable response to the servicescape: A test of the moderating effect of the restaurant type. International journal of hospitality management, vol 28, Issue 1, March 2009, pages 144-156. Elsevier.
Kuruuzum Ayse & Koksal Can Deniz. (2010). The impact of service quality on behavioral intention in hospitality industry. International journal of business and management studies, vol 2(1), 2010 ISSN: 1309-8047
Mackevi?i?t? Egl? (2013). Customer perceived value impact on customer satisfaction and loyalty: Case of bakery and confectionery b2b market in lithuania. Thesis, ISM university of management and economics international marketing and management programme. Kaunas 2013.
Rahadian Susalit Sulthan. (2006). Analisis pengaruh loyalitas pelanggan dan perilaku mencari variasi terhadap perpindahan merek. Tesis. Program studi magister manajemen, Universitas Diponegoro.
Sekaran, Uma. (2006). Research methods for business: a skill buliding approach, 4th ed,New York ; John Wiley & Sons, Inc.
Sherman,E.,Mathur,A.,Smith,R.B. (1997). Store environment and consumer purchase behavior: mediating role of consumer emotions. Psychologyand marketing, vol 14(4),361378.
Suliyanto. (2013). Pengaruh nilai pelanggan dan kepuasan pelanggan terhadap loyalitas pelanggan: Switching cost sebagai variabel moderasi. Jurnal ekonomi dan bisnis, vol 12(1), Juni 2013 : 11 18.
Vijayadurai, J. (2008). Service quality, customer satisfaction and behavioral intention in hotel industry. Journal of marketing & communication, vol. 3, pp. 14-26.