Analysis Of Service Quality and Customer Experience Towards Consumer Satisfaction at Oyo Hotels in Medan Baru District

Abstract

This study aims to analyze service quality and customer experience in relation to consumer satisfaction at OYO Hotels in the Medan Baru District. Against the backdrop of increasing competition in the hospitality industry, this research focuses on two main variables: service quality and customer experience, with the expectation of providing insights into the factors that influence consumer satisfaction. The research method employed is quantitative with an associative approach. The study population consists of all visitors to OYO Hotels, with a sample of 265 respondents selected using accidental sampling techniques. Data were collected through questionnaires designed with a Likert scale to measure respondents' perceptions of service quality, customer experience, and consumer satisfaction. The analysis results indicate that service quality has a positive and significant effect on consumer satisfaction, with a t-value of 1.829 > t-table 1.969 and a significance value of 0.009 < 0.05, where aspects such as reliability, responsiveness, and empathy greatly determine satisfaction levels. Furthermore, customer experience also has a positive and significant impact on satisfaction, with a t-value of 2.046 > t-table 1.969 and a significance value of 0.002 < 0.05, with emotional and interactional dimensions contributing greatly to positive customer perceptions. Simultaneously, both variables have a positive and significant effect on consumer satisfaction. This study offers recommendations for OYO Hotel management to continuously enhance service quality and customer experience in order to achieve higher customer satisfaction, which in turn may lead to increased loyalty and competitiveness in the hospitality market.