The Effect of Service Quality on Customer Satisfaction in the Tourism Industry (Survey of Rancaupas Tourists)
Nenden Siti R, Hilda Monoarfa, Ratih Hurriyati

Universitas Pendidikan Indonesia

Abstract

Due to inadequate facilities, customer satisfaction at Wana Wisata Ranca Upas still needs to improve. This study aims to determine the effect of service quality and competitive advantage on customer satisfaction. The population in this study were tourists, with as many as 110 respondents, through the non-probability sampling technique of simple random sampling method. The data collection for this research was distributing questionnaires to tourists who had visited the Rancaupas Tourism Area. The data analysis technique used is a descriptive and inferential using the SmartPLS 4.0 test tool. The results of the study show that there is a significant influence between service quality and competitive advantage on customer satisfaction. Implications and suggestions for Rancaupas Tourism Ecotourism are suggested to improve service quality and increase the competitive edge to increase tourist satisfaction.

Keywords: Service Quality, Customer Satisfaction, Tourism

Topic: Marketing Management, Relationship Marketing, Service Marketing