The Effects of Service Quality on Customer Loyalty in Choosing a Staycation Aaccommodation

Abstract

This research was to study the demographic factors and quality of service that affect customer loyalty when choosing a staycation accommodation. The 10 predictive variables used in the research were the following: general environment, trust, response to needs, customer confidence, perceived consumer demand, image of the establishment, suitability of the price, safety and cleanliness, service process, and after-sales service. The research sample consisted of 400 consumers who received stationary services, obtained by randomization. The instrument that was used for data collection was a questionnaire with a reliability of Cronbach's alpha coefficient was 0.98 and using an independent sample (T-Test), one-way analysis of variance (ANOVA: F-Test), correlation coefficient, and linear multiple regression analysis.

The results showed that: 1) Different age demographic factors affect the loyalty of consumers who receive staycation services by significantly less than 0.05. 2) The factors affecting the quality of service that affect the loyalty of consumers who choose to use the station service consisted of 5 variables as follows: general environment, image of the establishment, suitability of the price, service process, and after-sales service. Staycation entrepreneurs could use this research to improve their service quality. and lead to solving problems in business operations as well as building loyalty among service recipients and re-servicing in the future.