Effect of Service Quality on Customer Loyalty with Customer Satisfaction as an intervening variable in Shariah Hotel (Study at Pesonna Hotel in Makassar, South Sulawesi)

Abstract

This study aims to bridge the research gap between service quality and customer loyalty by making customer satisfaction an intervening variable. The sample in this study is the customer of the Islamic hotel (Pesonna Hotel) in Makassar, amounting to 100 respondents. This research is a quantitative study with an associative approach, which is analyzed with a structural equation model and uses SmartPLS 3 as an analysis tool. The results of this study indicate that directly, service quality has no significant effect on customer loyalty. However, indirectly, adding customer satisfaction as an internal variable shows a significant effect.