Evaluation of the Successfulness of a Green Program Through Customer Perceived Quality, Brand Image, and Customer Satisfaction: A Case Study at Surabaya Plaza Hotel
Abstract: Every company tried
to build the brand image by doing a green program. This research aimed to see
the impacts of the implementation of a green program at Surabaya Plaza Hotel,
Surabaya. 230 hotel customers were randomly chosen as the respondents and
analyzed through descriptive and SEM analysis. It could be seen that technical
quality brings insignificant negative impacts towards customer satisfaction.
Meanwhile, functional quality and brand image bring a significant positive
impact toward customer satisfaction. Besides that, technical quality and
functional quality bring a significant positive effect indirectly toward
customer sa-tisfaction through brand image as mediating.
Keywords: Green Program, Brand
Image, Customer Perceived Quality, Customer
Satisfaction, Technical Quality, Functional Quality
Author: Marsella Yeanette
Hatane, Adinda Yosari, Felicia Christiana Hendautomo
Journal Code: jpmanajemengg120034
