Evaluation of the Successfulness of A Green Program through Customer Perceived Quality, Brand Image, and Customer Satisfaction: A Case Study at Surabaya Plaza Hotel

Authors

  • Marsella Yeanette Hatane PT. Surabaya Panel Lestari, Olympic Furniture Group Jl. KaptenDarmoSugondo Gresik 61124
  • Adinda Yosari PT. Boga Food Service Grand Wijaya Centre Blok E18-E19 Jakarta 12160
  • Felicia Christiana Hendautomo Surabaya Plaza Hotel Jl. Pemuda 31-37 Surabaya 60271

:

https://doi.org/10.9744/jmk.14.1.56-63

Keywords:

green program, brand image, customer perceived quality, customer satisfaction, technical quality, functional quality

Abstract

Every company try to build the brand image of their businesses by doing a green program as one of their strategies. This research aims to see the impacts of the implementation of a green program at Surabaya Plaza Hotel, Surabaya. 230 hotel customers were randomly chosen as the respondents. Through descriptive and Structural Equation Modelling (SEM) analysis, can be seen that technical quality brings insignificant negative impacts towards customer satisfaction. Meanwhile, functional quality and brand image bring a significant positive impact toward customer satisfaction. Besides that, technical quality and functional quality bring a significant positive effect indirectly toward customer satisfaction through brand image as mediating.

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Published

2012-04-10

How to Cite

Hatane, M. Y., Yosari, A., & Hendautomo, F. C. (2012). Evaluation of the Successfulness of A Green Program through Customer Perceived Quality, Brand Image, and Customer Satisfaction: A Case Study at Surabaya Plaza Hotel. Jurnal Manajemen Dan Kewirausahaan, 14(1), 56-63. https://doi.org/10.9744/jmk.14.1.56-63

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Articles