KERAGAMAN LAYANAN DAN KLASIFIKASI BINTANG DALAM MEMBENTUK BRAND LOYALTY DI INDUSTRI PERHOTELAN: Systematic Literature Review

Lalita Hadityasari, - (2022) KERAGAMAN LAYANAN DAN KLASIFIKASI BINTANG DALAM MEMBENTUK BRAND LOYALTY DI INDUSTRI PERHOTELAN: Systematic Literature Review. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Brand loyalty is an attachment and commitment that is expected to be effective in preventing the change in customer behavior and willingness to repurchase the same brand in the future. In the hospitality industry, it may not be enough to just satisfy guests. Satisfied guests will not necessarily repurchase a brand unless they have a loyal attitude and commitment to the brand they have trusted. Therefore, brand loyalty is highly valued among marketers. Various strategies are proposed to achieve the highest level of brand loyalty, especially in the hotel industry. The purpose of this study was to determine the diversity of services that form brand loyalty, and whether the star classification of hotels affects brand loyalty. This research is qualitative research that uses a systematic literature review research method. The data used in this study were searched from six databases (Science Direct, Emerald Insight, EBSCO, Taylor Francis, Sage, and ProQuest). Only empirical studies on loyalty to star hotels were included, resulting in 14 studies being reviewed as final data. The results show that the diversity of services such as the physical appearance & uniqueness of the hotel, details of cleanliness and completeness of the rooms, hotel lobby, fitness facilities, restaurants, guest convenience in accessing information; applications, telephone, and website, as well as additional services such as pick up service, especially at hotels with four and five-star classifications because the price paid by guests is believed to be proportional to the quality of the variety of services and facilities that guests get. The image of a luxury hotel, an upscale four and five-star hotel is also an element that influences brand loyalty. Keywords: Hotel Service, Hotel Facility, Star Classification, Hotel Star, Brand Loyalty, Hotel Brand Loyalty, Hotel Industry

Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing : Vanessa Gaffar : 5993246 Dewi Pancawati Novalita :6147140
Uncontrolled Keywords:	Brand Loyalty, Perhotelan
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User:	Lalita Hadityasari
Date Deposited:	26 Sep 2023 07:15
Last Modified:	26 Sep 2023 07:15
URI:	http://repository.upi.edu/id/eprint/107825

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