Pengaruh Customer Experience Quality terhadap Revisit Intention pada Pelanggan Hotel OYO di Kota Medan

Abstract

The rapid development of information technology has contributed to various industries, including the tourism industry. With technological advancements, hotels can increse sales through digital marketing. OYO is a Virtual Hotel Operator with a digital marketing business model for budget hotels. Despite having a negative stigma, OYO has a high competitive edge in the global market. This is evidenved by OYO's revenue, which increased significantly by 9.5% in the second quarter od 2024. Based on this gap phenomenon, this study aims to analyze the impact of customer experience quality on revisit intention at OYO Hotels in Medan City. This study is associative with a quantitative approach. Using purposice sampling technique, this study focuses on 20 OYO Hotels with the best reviews in Meedan city and 160 respondents. Data were collected through questionnaires, unstructured interviews, and document studies. Multiple linear regression analysis was used to test the effect of eight dimensions of customer experience quality on revisit intention. The results of the study show that all sub-variables - accessbility, competence, customer recognition, helpfulness, personalization, problem solving, promise fulfillment, and value for time - have a positive effect on revisit intention. Overall, customer experience quality has a significant effect on revisit intention. These findings emphasize the importance of enhancing customer experience quality in varios aspects to foster loyalty and repeat visits at OYO Hotels in Medan City. This study provides valuable insights for hotel management in designing strategies to improve customer satisfaction and retention.