Case Study: Consumer Behavior at Hotel Santika Banyuwangi
Keywords:
Consumer Behavior, Customer Satisfaction, Customer Loyalty, Hotel Santika Banyuwangi, Hospitality Industry.Abstract
This study aims to evaluate consumer behavior at Hotel Santika Banyuwangi and understand the factors that influence customer satisfaction and loyalty. A mixed method was used in this study, involving an online survey to 453 respondents, in-depth interviews with hotel guests and management staff, and direct observation. The main findings indicate that service quality, hotel facilities, added value, location, price perception, and reviews and recommendations are key factors that influence customer satisfaction and loyalty. In conclusion, by improving service quality, maintaining facilities, offering added value, utilizing strategic locations, managing price perception, and actively managing online reviews, Hotel Santika Banyuwangi can achieve higher customer satisfaction and build long-term loyalty. This study provides valuable insights for hotel management in developing more effective marketing and service strategies
