Document Type : Original Research
Authors
1 Departement of Management and Economics, Widya Mataram University, Yogyakarta, Indonesia
2 Departement of Management and Economics, Padjadjaran University, Bandung, Indonesia
Abstract
Tourism Industri is the largest industry in the word that can make the economic growth and the need of the effectiveness, marketing programs quality of service and good government policy to increase for organizational performance and customer satisfaction. The aim of this research to investigate to external marketing, T-serqual and government policy toward customer satisfaction in the Indonesia tourism industry. The sample size was 420 respondents with propulsive sampling used to determine the sample. The main instrument in this study is questionnaire. The analysis used to examine the hypothesis of the study is structural equation modeling using AMOS version 20.0 software. The result of the study show that: external marketing, T-serqual and government policy influence toward customer satisfaction. Nevertheless, government policy the most influence toward customer satisfaction. Therefore manager in in the tourism industry should improve more the external marketing and T-serqual.
Keywords
A. Hari Karyono. (1997). Kepariwisataan. Jakarta: PT. Grasindo
Agyapong G. K.Q, (2011). The Effect of Service Quality on Customer Satisfaction in the Utility Industry – A Case of Vodafone (Ghana), International Journal of Business and Management Vol. 6, No. 5; May.
Al Maula Ayed, AlQunes majed. (2012). Assessing the Relationship between Marketing Mix and Loyalty through Tourists Satisfaction in Jordan Curative Tourism. American Academic & Scholarly Research Journal Vol. 4, No. 2, March 2012
Albayrak, TC, M., and Aksoy, S. (2010). Relationships of the tangible and intangible elements of tourism products with overall customer satisfaction. International Journal of Trade, Economics and Finance, Vol. 1, No. 2, pp. 140-143.
AL-Majali Malek Mohammad. (2012). International Tourists Satisfaction: Case of Jordan. International Business Research; Vol. 5, No. 9; 2012. ISSN 1913-9004 E-ISSN 1913-9012 Published by Canadian Center of Science and Education
Anderson, E.W., & Fornell, C. (1994). Customer satisfaction, market share and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53.
Asamoah Kwame. (2013). Policy implementation: A Tool for Enhancing Tourism Development in Ghana. Journal of Law, Policy and Globalization www.iiste.org ISSN 2224-3259 (Online)Vol.10, pg 19-29
Assael, H. (2008). Consumer Behavior and Marketing Action, (6 th Eds.). New Delhi: Cengage Learning.
Borden, N. H. (1984). The concept of marketing mix. Journal of Advertising Research, 1(9), 2-7
Cany Ivyanno, Hidayat Nila. (2012). The Influence of Service Quality and Tourist Satisfaction on Future Behavioral Intentions: The Case Study of Borobudur Temple as a UNESCO World Culture Heritage Destination. DOI: 10.7763/IPEDR. V50. 19
Chih Yu Alvin Hung, Morais Duarte, Chick Garry, (2005). Service quality in tourism: a case study of the2001 Study tour of taiwan, Proceedings of the Northeastern Recreation Research Symposium
Churchill, G. & C. Surprenant. (1982). An Investigation into the Determinants of Consumer Satisfaction, Journal of Marketing Research, 19, 491-501.
Day, R. L. (1983). The next step: Commonly accepted constructs for satisfaction research. International Fare in Consumer Satisfaction and Complaining Behavior (pp. 113-117). Bloomington IN: Indiana University.
Grönroos C. (1984). "A Service Quality Model and its Marketing Implications", European Journal of Marketing, Vol. 18 Iss: 4, pp.36 - 44
Hair. J.F. Jr., Anderson, R. E., Tatham, R. L., Black, W. C. (1998). Multivariate Data Analysis With Readings. Prentice-Hall, Inc.
Hirankitti, P., Mechinda, P., & Manjing, S. (2009). Marketing strategies of thai spa operators in bangkok metropolitan. Paper presented at the The International Conference on Applied Business Research ICABR Valletta (St.Julians)–Malta.
Hosseini Hasan Muhammad Seyed. (2011). Marketing mix from the view point of Zanjan Grand Hotel Costumer. South Asian Journal of Tourism and Heritage Vol. 4 No.1
Hui-fen Tsou, Lee-Hui Lin. (2010). Customer Satisfaction on Dinning Area/Hotel Circumstance and Service Quality in the Tourist Industry: A Case Study of Visitors to the Green Island. The Journal of International Management Studies, Volume 5, Number .
Hunt, H.K. (1977). CS/D overview and future research directions. In Conceptualization and measurement of consumer satisfaction and dissatisfaction. Cambridge: Marketing Science Institute, 455-488.
Jumadi. (2010). Pengaruh Kualitas Layanan Ruang Publik Kota Yogyakarta terhadap Kepuasan Pengunjung (studi kasus pada Taman Pintar Yogyakarta). Prosiding Seminar Nasional Manajemen FE UII Yogyakarta pg; 1-25
Kotler Philip,& Keller. (2012). Marketing Management, Pearson Education.
Kotler Philip. (2003). Marketing Management Pearson. Prentice Hall, Tweleve Edition, New Jersey USA
Kouthouris Charilaos. (2005). Can service quality predict customer satisfaction and behavioral intentions in the sport tourism industry? An application of the SERVQUAL model in an outdoors setting. Journal of Sport Tourism 10(2), 101–111
Kumar Prasanna. (2010). Marketing of Hospitality and Tourism Service, Tata McGraw Hill Education Private Limited, New Delhi.
Kumar. (2010). Marketing of Hospitality and Tourism Service, Tata McGraw Hill Education Private Limited, New Delhi
LaTour, S. A. & Peat, N. C. (1979). Conceptual and methodological issues in consumer satisfaction research. Advances in Consumer Research, 6, 431-437.
Liu I.-C. (2012). The Research of Medical Tourism Policy Network in Taiwan. Sociology Mind. Vol.2, No.4, pg:457-463
Lovelock, Christoper, H Witz, Jochen. (2007). Service Marketing People Tehnology. Pearson Prentice Hall Fith Edition, USA.
McCarthy, E.J. (1964). Basic Marketing, Richard D. Irwin, Homewood, IL.
McCarthy, E.J. and Perreault, W.D. Jr. (1987). Basic Marketing, 9th ed., Richard D. Irwin, Homewood, IL
Osman Zahir, Ilham Sentosa. (2013). Mediating Effect of Customer Satisfaction on Service Quality and Customer Loyalty Relationship in Malaysian Rural Tourism. International Journal of Economics Business and Management Studies –IJEBMS pg: 25-37
Parasuraman et al.,(1985). A Conceptual Model of Service Quality and Its Implication for Future Research. Journal of Marketing. Pg. 41-50
Phitthayaphinant Purawich & Nissapa Ayut. (2011). Consumersu Satisfaction on Marketing Mix of Biodiesel in Southern Thailand: A Case Study in Songkhla, Krabi, and Trang Provinces, Department of Agricultural Development, Faculty of Natural Resources, Prince of Songkla University, Songkhla 90112, Thailand.
Rafiq, Mohammed and Ahmed, Pervaiz K. (1995). “Using the 7Ps as a Generic Marketing Mix: an Exploratory Survey of UK and European Marketing Academics”, Marketing Intelligence & Planning, Vol. 13, No. 9, 1995, pp. 4-15
Rust, R.T., and Oliver, R.L. (1994). Service quality: insights and managerial implications from the frontier. Service quality: New directions in theory and practice, 241-68.
Sarker Hossain, Mohammad Amzad, Wang Aimin, Sumayya Begum. (2012). Investigating the Impact of Marketing Mix Elements on Tourists ‘Satisfaction: An Empirical Study on East Lake, European Journal of Business and Management Vol 4, No.7, 2012 P273-282
Smith, R.A. and Houston, M.J. (1983). Script-based evaluations of satisfaction with services. Chicago, Illinois: American Marketing Association, Proceeding Series: 59-62.
Srinivasan Kannan. (2009). Tourism Marketing: A Service Marketing perspective; Online at http://mpra.ub.uni-muenchen.de/14031/ MPRA Paper No. 14031, posted 12. March 2009
Stonebraker, P. W., & Leong, K. G. (1994). Operating strategy: Focusing competitive excellence. Allyn and Bacon, Massachhusetts, USA.
Suki Norazah Mohd. (2012). Examining Hotel Service Quality Elements Effects on Overall Tourists Satisfaction, European Journal of Social Sciences, ISSN 1450-2267 Vol.30 No.4 pp. 646-653
Tangkilisan, Hessel Nogi S. (2003). “Teori dan Konsep Kebijakan Publik” dalam Kebijakan Publik yang Membumi, konsep, strategi dan kasus, Yogyakarta: Lukman Offset dan YPAPI.
Tansuhaj Patria et al. (1988). A Services Marketing Management Model: Integrating Internal. The Journal of Services Marketing;No.2 Vol 1
Thamrin. (2012). The Role of Service Marketing Mix and Ship Service Quality towards Perceived Value and Its Impact to Ship Passenger’s Satisfaction In Indonesia, Global Journal of Management and Business Research Volume 12 Issue 3 Version 1.0
Vavra, T. G. (1995). Aftermarketing how to keep customer for life through relationship marketing, New York. McGraw-Hill
Wang Ming-Chieh et.al. (2012). The Mediating Effect of Quality of Service on the Effectiveness of Employee Training and Customer Satisfaction. International Research Journal of Finance and Economics ISSN 1450-2887 Issue 90
Wolfe Michael J. Crotts John C. (2011). Marketing Mix Modeling for the Tourism Industry: A Best Practices Approach. International Journal of Tourism Sciences, Volume 11, Number 1, pp. 1-15, 2011
Zeithaml Valeie A, Bitner Mary Jo, Gramler Dwayyne D. 2009.” Service Marketing Integrating Customer Focus Across the Firm”, Mc Graw-Hill
)