Analysis of the Effect of Service Quality on Customer Satisfaction at the Grand Mercure Malang Mirama Hotel

Abstract

Basic customer satisfaction is important for the sustainability and development of a business. Customer expectations can be met with needs and services provided that exceed expectations. The study aims to analyze the impact of service quality on customer satisfaction staying at the Grand Mercure Malang Mirama Hotel. The study applies a quantitative approach with an associative design. The study population includes all customers who have stayed at the Grand Mercure Malang Mirama Hotel. Sampling uses a non-probability method, namely accidental sampling. Sample size follows Roscoe formula, which is 100 respondents. Multiple linear regression analysis software with IBM SPSS version 25. The results of study indicate that tangibles, reliability, responsiveness have positive and significant influence on customer satisfaction, while assurance has a negative significant influence on customer satisfaction, and empathy has no significant influence on customer satisfaction. The results of the study simultaneously physical evidence (tangibles), reliability, responsiveness, assurance, and empathy contribute positively significantly to customer satisfaction. Reliability has strongest impact on customer satisfaction, so the practical impact for the management of the Grand Mercure Malang Mirama Hotel, always gives priority to improving reliability physical evidence and responsiveness of service for customer satisfaction, and maintains high standards of assurance, and empathy