Analysis Of The Congruency Between Brand Personality With Self Image And Service Quality To Build Customer Satisfaction And Loyalty In Hotel Sector (A Case Study In D’season Hotel Surabaya)

Abstract

Hotel business is one of the growing businesses in Surabaya, one of them is D’season Hotel in which achieved highest repeated guests. Therefore, this case study is meant to give references in how D’season led in the emergence of competitions between two perspectives: theoretical reviewed and empirical data. This case study will test whether the previous studies of congruence between brand personality and self image will affect customer satisfaction and lead to customer loyalty. Hence, the study also added one famous variable in services sectors such as service quality in D’season Hotel. Data were collected from 150 guests that are staying in D’season hotel using maximum likelihood model and purposive sample techniques. To test the hypothesis, this study used structural equation modeling (SEM) and Amos 16 as an analysis tool. The hypothesis testing results showed that the congruence of brand personality significantly affect on customer satisfaction, while service quality doesn’t showed the positive effect on loyalty but give significant positive effect on customer satisfaction. The results also showed that customer satisfaction significantly affect on loyalty. This study also presents important implications for D’season hotel and hotel sectors in general to better understanding about customers’ congruence between brand personality and self image, service quality, customer and satisfaction in order to build loyalty and lead the competition in Surabaya. Keywords : The Congruence of Brand Personality and Self Image; Service Quality; Customer Satisfaction; Loyalty; Hotel Sector; D’season Hotel