INERTIA THROUGH EXPERIENCE: A SERQUAL APPROACH ON HOTEL INDUSTRY ARI ARISMAN, LILI ADI WIBOWO
DIM UNIVERSITAS PENDIDIKAN INDONESIA
Abstract
The weakening of the hospitality industry due to the pandemic caused limited space for movement and only relied on customers who were accustomed to visiting. These customer habits cannot be said to be general loyalty but can be in the form of inertia. The purpose of this study is to analyze the form of customer experience based on aspects of service quality that can affect customer inertia behavior. The survey was conducted on 185 respondents who are customers in the 3-5 star hotel industry in Tasikmalaya City. The results of the study show that the customer experience that is formed based on the dimensions of service quality can have a positive impact on customer inertia as seen from consumption habits. Each dimension of service quality, namely physical aspect, reliability, encounter, process, and policy can also reflect customer experience in the hotel industry. Therefore, customer inertia can be shaped by an assessment of the service quality dimensions they get based on their experience of staying at the hotel.
