Influence Quality Of Service And Hotel Image To Loyalty Through Hotel Customer Trust In Gorontalo City Tineke Wolok(a*), Umin Kango(b), Lilik Kustiani (c)
a)Faculty of Economics, Gorontalo State University
b)Faculty of Economics, Gorontalo State University
c)Faculty of Economics, Malang Independent University
Abstract
The purpose of this study is to analyze the effect of service quality and hotel image on customer trust. The effect of service quality and hotel image on customer loyalty. The effect of customer trust on customer loyalty. Customer trust mediates the effect of service quality and hotel image on customer loyalty. The research population is guests who stay at hotels in the city of Gorontalo totaling 671 hotel guests with a research sample of 250 hotel guests. The analytical technique used is descriptive statistics so as to produce the average value (mean) of each indicator. The results showed that hotel customers in Gorontalo City tended to give answers strongly agree that service quality is formed by tangibles, reliability, responsiveness,
Keywords: service quality, hotel image, customer trust and customer loyalty
