CUSTOMER-PERCEIVED VALUE IN CREATING CUSTOMER SATISFACTION AND REVISIT INTENTION IN SHARIA HOTELS

Abstract

The purpose of this study was to identify the relationship between Islamic service
quality, Muslim Customer Perceived Value (MCPV), customer satisfaction, and revisit
intention on sharia hotels in Bandung. A systematic random sampling was used to
draw sample of 255 customers. The hotel includes Orange Home Sharia, Sharia
Narapati Hotel, Cottage Daarul Jannah, Daarul Mutmainah, and MQ Guest House.
This research used Structural Equation Modeling to measure the variables of service
quality (Gayatri, 2013) and Muslims Customer Perceived Value (MCPV) (Eid and
Gohary, 2015) to measure the perceived value variables. Eleven hypotheses were
developed and tested using a sample of 255 Muslim tourists. Exploratory and
confirmatory factor analysis was used to test the validity of the measures, while the
structural equation modeling in hypotheses testing. The strength of the relationship
between the constructs indicates that features of the suggested MCPV model are crucial
to achieving Muslim customer retention in the tourism industry. Findings also suggest
that the availability of the suggested Islamic attributes value, along with conventional
value dimensions, could satisfy Muslim tourists when they buy a tourism package