THE INFLUENCE OF SERVICE QUALITY AND PERCEIVED VALUE ON CUSTOMER LOYALTY OF SMART HOTELS IN YUNNAN, CHINA

Abstract

This research aims to study the influence of service quality and perceived value on customer loyalty to smart hotels in Yunnan, China. The researcher used the questionnaire as the research tool and collected data from 400 samples of customers in Yunnan province. Descriptive statistics were used to analyze data, including Frequency, Percentage, Mean, Standard Deviation, and inferential statistics, including Independent Samples t-test, One-way ANOVA, LSD, and Multiple Linear Regression at the statistical significance level of 0.05. The results found that most respondents were over 61 years old, primarily male, and had a high school or secondary school education, a monthly income of more than 12,001 yuan, and other occupations. The first hypotheses were tested, and the results found that Age, Gender, Income Level, Education, and Occupation significantly influence smart hotel customer loyalty in Yunnan, China. The results of the second hypothesis tested found that service quality (assurance, responsiveness, empathy, tangibles, and reliability) significantly influences customer loyalty. For the last hypothesis tested, the service quality (functional, emotional, social, monetary, and cognitive) also positively and significantly impacts customer loyalty.