Volume 19, No. 2, 2022
Customer Satisfaction as Mediation Between Service Quality and Customer Citizenship Behavior for 4-Star Hotel Customers in Makassar, Indonesia
Fahrina Mustafa , Achmad Sudiro , Sumiati , Sunaryo
Abstract
For all companies or businesses, increasing customer satisfaction is a mission. The more satisfied the customer, the better the service the company offers. Satisfied customers also reflect the success of a business. By continuously improving customer satisfaction, a company or business has a great opportunity to reach more customers. This study aims to analyze the effect of service quality on customer satisfaction, service quality on customer citizenship behavior, customer satisfaction on customer citizenship behavior, and the effect of service quality on customer citizenship behavior through customer satisfaction as a mediation in fivestar hotels in Makassar, South Sulawesi, Indonesia. This study will contribute to hotel customers and four-star hotel companies in Makassar so as to increase customer satisfaction and customer citizenship behavior. In addition, for the city government (especially the Makassar City Tourism Office) the results of this study can be used as a reference in setting policies regarding tourism (hospitality) in the city of Makassar. This research is a type of quantitative research with an explanatory approach. The population in this study were all customers of four-star hotels in Makassar. The selected sample criteria are customers of four-star hotels in Makassar who have stayed at the same hotel at least 2 (two) times. Two hundred respondents were assigned the number of samples in this study. The data analysis technique used in this research is quantitative analysis using Partial Least Square (PLS). The results of this study prove that service quality affects customer satisfaction. Service quality plays an important role in increasing customer satisfaction. The better service quality leads to higher Customer Citizenship Behavior. The application of Tangible, Reliability, Responsiveness, Assurance, and Empathy directly leads to higher Customer Citizenship Behavior for 4-star hotel customers in Makassar. Better customer satisfaction leads to higher Customer Citizenship Behavior. Implementation of perceived expectations and performance directly leads to higher Customer Citizenship Behavior for 4-star hotel customers in Makassar.
Pages: 3748-3776
Keywords: service quality, customer satisfaction, Customer Citizenship Behavior, hotel customers