THE EFFECT OF CUSTOMER SATISFACTION, SERVICE QUALITY, AND SERVICE ORIENTATION ON MARKETING STRATEGY AND CUSTOMER LOYALTY HOTEL SEGIRI SAMARINDA
The study assesses the effectiveness of customer satisfaction, service quality, and service orientation on marketing strategy and customer loyalty hotel segiri samarinda. Realizing the rapid development of hotels in Samarinda City, hoteliers are increasingly required to recognize consumer behavior and then adjust the company's capabilities to consumer needs. In this study the analytical tool used to test. Hypothesis testing using the structural equation method (SEM) with the PLS (Partial Least Square) approach. The results showed that all the independent variables in this study had a positive and significant effect on marketing strategy and customer loyalty. Contribute ideas that can be used as consideration in determining the steps and strategies of Hotel Segiri Samarinda in the future in order to fix and improve the quality of its services.
Customer Satisfation; Service Quality; Service Orientation; Marketing Strategy; Customer Loyalty.