The determinants of service quality on revisit intention: The mediating role of customer satisfaction (A Case Study of Villa Milano)

The competition in the accommodation industry in Seminyak, Bali requires villa management to provide high Service Quality in order to increase guest Satisfaction and Revisit Intention. Villa Milano, as one of the villa accommodations in the Batu Belig area, needs to maintain Service Quality to sustain guest loyalty amid increasingly competitive tourism industry conditions. This study aims to analyze the effect of Service Quality on Revisit Intention through guest Satisfaction at Villa Milano. This research used a quantitative approach with data collection conducted through questionnaires distributed to 188 respondents who had stayed at Villa Milano. The sampling technique used purposive sampling, while data analysis employed Partial Least Square-Structural Equation Modeling (PLS-SEM) using SmartPLS software. The results showed that Service Quality had a positive and significant effect on guest Satisfaction. Service Quality also had a positive and significant effect on guests’ Revisit Intention. In addition, Satisfaction had a positive and significant effect on Revisit Intention. The findings further revealed that Satisfaction was able to mediate the effect of Service Quality on Revisit Intention positively and significantly. The results indicate that better Service Quality can increase guest Satisfaction, which subsequently encourages guests’ intention to revisit Villa Milano. Therefore, Villa Milano needs to consistently maintain and improve its Service Quality in order to sustain guest Satisfaction and Revisit Intention.