THE ROLE OF SERVICE RECOVERY IN MODERATING THE INFLUENCE OF SERVICE QUALITY AND VARIETY-SEEKING BEHAVIOUR TOWARD SWITCHING INTENTION: A CASE STUDY ON GUESTS OF THE SAMAYA UBUD

Abstract

Hotel management needs to be able to keep their guests from switching to another hotel. This study aims to collect information related to the relationship between service quality, variety-seeking behaviour, and service recovery on the switching intention of guests at The Samaya Ubud Hotel. This research is intended to offer a new perspective for hotel managers to retain their customers. The population of this study is guests of The Samaya Ubud Hotel. The sampling technique used was purposive sampling. This study collected questionnaires from 200 guests staying at the Samaya Ubud. Moderate regression analysis was used to analyze the collected data with the help of SPSS software. The results shows that service quality and service recovery negatively affect switching intention. Variety-seeking behaviour does not affect switching intention. Service recovery moderates the effect of service quality and variety-seeking behaviour on switching intention. The results of this study provide an understanding to hotel management about the importance of service recovery policies to keep guests from switching to other hotels.

Keywords

• recovery
• service quality
• variety seeking
• switching