Studi Ekplorasi Peranan Kualitas Layanan, Pengalaman, dan Kapuasan terhadap Electronic Word-of-Mouth (e-WOM) pada Industri Perhotelan
DOI:
https://doi.org/10.32493/jpkpk.v4i2.9468Keywords:
Komunikasi dari mulut ke mulut, kualitas layanan, pengalaman, kepuasanAbstract
Penelitian ini bertujuan untuk membandingkan kepentingan relatif kualitas layanan, pengalaman, dan kepuasan pelanggan untuk menentukan mana yang lebih berpengaruh terhadap niat pelanggan untuk menyebarkan e-WOM positif.Kuesioner yang telah diterjemahkan sebelumnya ke dalam Bahasa Indonesia merupakan instrumen dari studi sebelumnya dan didistribusikan melalui survei online kepada semua pelanggan yang pernah menginap di hotel bintang 2, 3, dan 4. Sebanyak 400 kuesioner yang valid diperoleh, dan model penelitian diuji dengan menggunakan regresi berganda.Hasil penelitian mengungkapkan bahwa, dalam konteks hotel bintang 2, 3, dan 4, kualitas layanan sangat penting dalam mempengaruhi niat tamu hotel dalam melakukan e-WOM. Pangalaman dan kepuasan juga menunjukkan sebagai determinan penting dalam mempengaruhui tamu hotel melakukan e-WOM.References
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