Özet:

This paper is an empirical study that presents a comprehensive framework of relationships among customer value and customer loyalty in star hotel. The samples were collected from the guest were staying at 3 (three), 4 (four) and 5 (five) star hotels in West Java-Indonesia. A total of 210 respondents participated in this study and Structural Equation Modeling (SEM) were conducted to test the hipothesis. The test results provide an empirical evidence that the higher customer value will increase customer loyalty at star hotel. Beside, the results indicated that the customer value is a crucial role in the hotel industry and it is expected to be beneficial to the practice of business and hopefully it will also contribute to the development of management science, especially marketing management. Key Words: Customer Value, Customer Loyalty, Hotel Industry, Structural Equation Modeling.

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