The Influence of Service Management Quality on Guest Loyalty at Front One Hotel Gresik

This study aims to analyze the effect of service management quality on guest loyalty at Front One Hotel Gresik. It employs a quantitative approach with a causal-associative research design. The sample consists of 42 respondents selected using purposive sampling. Data were collected via Likert-scale questionnaires and analyzed using SPSS software, covering validity, reliability, linearity, and heteroscedasticity tests, as well as simple linear regression analysis, t-tests, ANOVA, and the coefficient of determination (R²). The research results indicate that The hypothesis test (t-test) yielded a significance value of 0.583 (>0.05) and a regression coefficient of -0.084, indicating that Service Management Quality does not have a significant effect on Guest Loyalty. The ANOVA results also indicated that the regression model was not significant (F = 0.307; Sig. = 0.583). The R-Square value of 0.008 demonstrates that Service Management Quality explains only 0.8% of the variation in Guest Loyalty, while factors outside the research model influence the remaining 99.2%. Based on the research findings, it can be concluded that service management quality does not have a significant effect on guest loyalty at Front One Hotel Gresik. Therefore, guest loyalty is likely influenced more by other factors such as guest satisfaction, price perception, facility quality, hotel image, the guest experience, and loyalty programs. Future research is advised to incorporate these variables to develop a more comprehensive model for explaining guest loyalty.