Customer Experience Marketing (CEM), Customer Satisfaction and Customer Trust Affects Customer Loyalty: A Study on Star Hotels in Jakarta Province

Abstract

This study aims to examine customer experience marketing (CEM), customer satisfaction, consumer trust affects customer loyalty for star hotels in Jakarta, Indonesia. This study employs a causal and descriptive research using a survey research method. This study hypothesizes that (1) CEM has a significant effect on customer loyalty, (2) CEM has a significant effect on customer satisfaction, (3) customer satisfaction has a significant effect on customer loyalty, (4) customer satisfaction has a significant effect on customer trust and (5) customer trust has a significant effect on customer loyalty. The sample used is 200 respondents that were obtained from the star hotels’ guests in Jakarta. A structural equation modelling (SEM) is employed and the results reveal that only CEM has a significant impact on customer loyalty meanwhile customer satisfaction and customer trust have no impact on customer loyalty.