Service Marketing Mix Strategy and Service Loyalty towards Hotels Success

A B S T R A C T The contribution from service sector is very effective in supporting income growth of a particular country. Hospitality industry has become a mainstay of some developing countries. Hotel services are capable of providing vast employment opportunities, thus demanding the availability of human resources capable of rendering hotel serv- ices professionally. The finest services being offered are expected to create service success. The purpose of this research is to identify whether the implemented service mix strategy has an impact on service loyalty and the achievement of service success. The study was conducted on four-star hotels in Bali. The research findings show that service mix strategy has a significant and positive effect on service loyalty. This means, the better or the more precise the implementation of a four-star hotel service mix strategy is, the greater the opportunity to create service loyalty. Service marketing mix strategy influences service success. Loyalty towards hotel services is capable of promoting service success, which means that the more loyal a hotel guest is, the more a hotel is capable of generating service success. There is a positive relationship between service marketing mix strategy and service success when mediated by service loyalty. Keywords: service marketing mix strategy, loyalty, service success