The Study of e - Loyalty on Virtual Hotel Operator
Agus Alwindrajudi1, Ratih Hurriyati 2, Puspodewi Dirgantara 3

Sekolah Pasca Sarjana Universitas Pendidikan Indonesia
Jl. Dr. Setiabudi No.229, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154 Indonesia

Abstract

The hospitality industry in the era of technological development is now increasingly felt, where access to information to get things related to hospitality is very easily obtained by users through smart phones commonly known as Virtual Hotel Operators (VHO), so users are easy to know the condition of the Hotel . This makes hotel users more selective in choosing hotels. This study aims to find out what is felt by VHO users so that it can cause loyalty to users. The factors used as variables are how the influence of e-service quality by using intervening e-satisfaction variables can provide a positive value. The questionnaire data consisted of 100 respondents in Serang City, Banten Province, Indonesia. Then analyzed using Smart PLS software, and the results of the study found that the relationship between service quality and e-loyalty was positively insignificant but using intervening variables electronic satisfaction, the relationship between electronic service quality and electronic loyalty became positively significant.

Keywords: e-Service Quality, e-Satisfaction, e-Loyalty

Topic: Marketing Management