Strategy Mix and Service Loyalty Towards Hotel Success in Bali

The marketing mix of services offered by service companies varies greatly and is highly dependent on the resources of the company. This is due to the marketing of services, the success rate is largely determined by the ability of individuals to deliver services to consumers. Marketing success is certainly expected to create loyalty and deliver it to achieve successful company performance.

The objectives of this study are: a) explain the effect of the service mix strategy on service loyalty in four-star hotels in Bali, b) explain the effect of the service mix strategy on service success in four-star hotels in Bali, c) explain the effect of service loyalty on service success in hotels four stars in Bali, and d) explains the role of service loyalty as a mediating relationship between the service mix strategy and service success at four star hotels in Bali.

The study was conducted at all four-star hotels in Bali, especially in the Badung Regency area, totaling 55 hotels. This study uses an individual sample as an analysis unit of 110 respondents. The analysis technique used is Partial Least Square (PLS). The results of the analysis are expected to be used as a consideration by four-star hotel entrepreneurs in Bali to be able to face further competition and can be used as an alternative strategy to implement a green business.

Keywords: service mix strategy, service loyalty and service success.