GUEST SATISFACTION AND LOYALTY IN SHARIA-COMPLIANT HOTELS: ROLES OF SERVICE AND VALUE

Autores/as

  • Ichsan Akmal Mazas Universitas Syiah Kuala (USK)
  • Jasman J. Ma'ruf Universitas Syiah Kuala (USK)
  • Sorayanti Utami Universitas Syiah Kuala (USK)
  • Iskandarsyah Madjid Universitas Syiah Kuala (USK)

DOI:

https://doi.org/10.18623/rvd.v23.5952

Palabras clave:

Service Recovery, Social Media, Sharia Hospitality, Perceived Value, Religiosity, Islamic Hotel

Resumen

Introduction: Sharia-compliant hospitality is gaining traction in Indonesia, particularly in regions like Banda Aceh governed by Islamic law, amid post-COVID-19 competition in the tourism sector. Despite this growth, limited research integrates service recovery, social media, and Sharia-compliant hospitality to examine guest satisfaction and loyalty, especially with perceived value as a mediator and religiosity as a moderator. Objectives: This study aims to analyze the direct and indirect effects of service recovery, social media, and Sharia-compliant hospitality on guest satisfaction and loyalty in three-star Sharia-compliant hotels in Banda Aceh, while assessing the mediating role of perceived value and the moderating effect of religiosity. Method: A quantitative survey approach was employed, collecting data from 320 guests across five purposively selected three-star Sharia-compliant hotels using a structured questionnaire. Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4 was utilized to test relationships, mediation, and moderation. Results: Service recovery and Sharia-compliant hospitality significantly influence guest satisfaction directly and indirectly through perceived value, which acts as a partial mediator. Social media exerts an indirect effect via perceived value. Guest satisfaction strongly predicts loyalty, but religiosity does not moderate the Sharia-compliant hospitality-satisfaction link, indicating quasi-moderation or predictor effects. Implications: The findings underscore the need for hotels to prioritize value-driven strategies, such as efficient recovery and Sharia-aligned services, to enhance satisfaction and loyalty. Managers should leverage social media for value perception while ensuring inclusive Sharia practices for diverse guests. Originality/Novelty: This research offers a novel integrated framework for Islamic hospitality by combining service recovery, digital engagement, and Sharia principles in a Sharia-governed context, contributing to consumer behavior theory and providing empirical insights for halal tourism development.

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Publicado

2026-04-16

Cómo citar

Mazas, I. A., Ma'ruf, J. J., Utami, S., & Madjid, I. (2026). GUEST SATISFACTION AND LOYALTY IN SHARIA-COMPLIANT HOTELS: ROLES OF SERVICE AND VALUE. Veredas Do Direito, 23(6), e235952. https://doi.org/10.18623/rvd.v23.5952

Número

Vol. 23 Núm. 6 (2026): Veredas do Direito, v. 23, n. 6 2026

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