Effect of Service Quality and Marketing Stimuli on Customer Satisfaction: The Mediating Role of Purchasing Decisions

Saling^1, , Basri Modding², Baharuddin Semmaila² and Achmad Gani²

¹University of YAPIS Papua Jayapura, Indonesia

²Faculty of Economics / Muslim University of Indonesia

Cite this paper:
Saling, Basri Modding, Baharuddin Semmaila and Achmad Gani. Effect of Service Quality and Marketing Stimuli on Customer Satisfaction: The Mediating Role of Purchasing Decisions. Journal of Business and Management Sciences. 2016; 4(4):76-81. doi: 10.12691/jbms-4-4-1

Abstract

This research was designed to test and analyze empirically the effect of service quality and a marketing stimulus on purchasing decisions and customer satisfaction. The population in this study is that Three and four-star hotel consumers in Jayapura. Convenience sampling techniques used by the number of samples as much as 389 consumers. Analysis of moment structures provide evidence that quality of service is a positive and significant effect against the decision of the purchase but not significantly effect on customer satisfaction, whereas the marketing stimulus positive and significant influence on purchasing decisions and customer satisfaction . In the next causality found that purchasing decisions are positive and significant impact on customer satisfaction. Limitations of this study on a sample size using only the customers three and four star hotels which limits the generalizability of research.

Keywords:
Service quality stimulus marketing purchasing decisions customer satisfaction

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