SWITCHING INTENTION MODEL DEVELOPMENT IN BANDUNG HOTEL INDUSTRY

• Main Author: ENDAH MONIKA NIM 23415008, FIKA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27322
• Institution: Institut Teknologi Bandung

Switching intention in hotel industry is shaped by a variety of factors, such as service performance, customer satisfaction, and switching barriers. Maintaining existing customers becomes more economical than expending marketing costs to attract new customers. Therefore the research on the factors that can affect consumers switching to other service providers becomes an interesting part to be observed. <br /> <br /> <br /> <br /> Hotel industry itself is inseparable with the loyalty program as one of the tools used by management in managing customer behavior. Loyalty programs have benefits that can retain customers even though many other hotels are cheaper and have many other programs. The benefits of Loyalty program memiliki manfaat yang dapat mempertahankan pelanggan walau banyak hotel lain yang lebih murah dan memiliki banyak produk. Hence, this research will analyze the factors of loyalty program in relationship analysis towards switching intention model. <br /> <br /> <br /> <br /> This study is conducted to get an idea of the factors that can affect switching intention. Switching intention model in this research is formed by service performance, customer satisfaction, switching barriers, and loyalty program factors. Data was taken using questionnaires distributed to hotel customers in Bandung. The number of respondents used in this study is 307 respondents. The method of analysis used in this research is multigroup structural equation modeling. The groupings are divided according to the type of hotel visited by the respondents, namely luxury hotels and medium to low hotels. The groupings are divided according to the type of hotel visited by the respondents, namely luxury hotels and medium to low hotels. The number of respondents used is at least 250 respondents with analysis using Mplus software.