BUILDING HOTEL CUSTOMER LOYALTY THROUGH SERVICE QUALITY, CORPORATE IMAGE, AND CUSTOMER EXPERIENCE

Abstract

This study aims to analyze the effect of service quality on corporate image, the effect of corporate image on customer loyalty, the direct effect of service quality on customer loyalty, the mediating role of corporate image in the relationship between service quality and customer loyalty, and the moderating role of customer experience in the relationship between corporate image and customer loyalty. The research object is hotel customers in Kendari City, with a sample of 250 respondents selected using purposive sampling. Data were collected through a structured questionnaire using a five-point Likert scale and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The findings show that service quality has a positive and significant effect on corporate image and customer loyalty. Corporate image also has a positive and significant effect on customer loyalty. Furthermore, corporate image mediates the effect of service quality on customer loyalty, while customer experience strengthens the relationship between corporate image and customer loyalty. These findings indicate that hotel customer loyalty is formed not only through direct service quality, but also through the image built by the hotel and the customer experience felt during service interactions.