The Analysis of The Influence of Hotel Image and Customer Satisfaction On Customer Loyalty: A Case Study of Pakumas Hotel Yogyakarta

Abstract

Earthquake disaster happened in Yogyakarta on May 27th, 2006 has caused the slackness of tourism i.1dustry in Yogyakarta. Many tourists cancel their plans to come to Yogyakarta. It is impacts on the decrease of earning in the hotel industry. The condition encourages the hotel management to do extra works to increase the service quality, to create good image and finally to create the customer satisfaction. Those solutions will make the customers to use again the services from the hotel. One of hotels facing the problem is Pakumas Hotel Yogyakarta. Pakumas Hotel must compete with star hotel that have better image and quality and also more professional than Pakumas Hotel. The objective of this research is to identify and extend our understanding of the relationship between customer satisfaction, image, and customer loyalty, and the factors of image and customer satisfaction which are positively related to customer loyalty especially in hotel industry. Pakumas Hotel as a hotel on jasmine level is appropriate to be the subject of this research because the characteristics owned by Pakumas hotel are suitable with the research. Beside, because most researchers that have done before are focused on star hotels, this research will provide different information and be a valuable contribution. With the Pakumas Hotel's uniqueness and the service served, the hotel has had a good image and loyal customers. By using the data gained from the customers of Pakumas Hotel through questionnaires, the researcher analyzes the research variables which are hotel image, customer satisfaction and customer loyalty. As a result, the researcher finds that hotel image and customer satisfaction can influence the customers whether they will use the service of the hotel again, and create words of mouth to other people.