The Mediating Role of Relationship Marketing between Service Quality and Customer Loyalty

Abstract The current study aims to investigate: (1) perceived service quality, relationship marketing, and customer loyalty at Dewarna Hotel in Malang; (2) direct effects of service quality on relationship marketing; and (3) direct and indirect effects of service quality on customer loyalty via relationship marketing. The research design was descriptive and explanatory. Samples were 98 respondents who had stayed at least three times in a year at Dewarna Hotel. Samples were determined using simple random sampling. Instruments utilized were questionnaires, which subsequently were analyzed using path analysis. The findings indicate that (1) customers perceived service quality, customer loyalty, and relationship marketing at Dewarna Hotel in Malang as favorable; (2) service quality positively and significantly affects relationship marketing; and (3) service quality directly and indirectly has positive and significant effects on customer loyalty via relationship marketing.