ABSTRACT: This study aims to
test the relationship between service quality, satisfaction, image and customer
loyalty as the basis of evaluating and identifying niche market that can be
used for the positioning strategy development or repositioning of tourism
destination. Data were collected from domestic tourists coming from outside of
Malang Raya. The tourists were asked using closed and open questions. Also, 232
questionnaires were collected and analyzed using statistical techniques Partial
Least Square (PLS). The open questions were presented to explain to strengthen
the uniqueness of tourist destination in Malang Raya as a whole.This study
found that there was a strong influence of service quality on customer
satisfaction and the two variables were positively affected customer image and
loyalty. Based on the value of the relationship between the variables of
service quality and customer satisfaction, it was obtained that the indicator
of a tourist attraction was the most powerful indicator in measuring consumer
satisfaction. The statistical test results and analysis of open questions
identified that market niche for the development of tourist destination
positioning Malang Raya were as recreational and natural tourisms.
Keywords: Positioning, Quality
Service, Customer Satisfaction, Image, Consumer Loyalty, Market Niche
Penulis: Martaleni , Djumilah Zain,
Mintarti Rahayu, Djumahir
Kode Jurnal: jpmanajemendd110054
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