Creating Memorable Wedding Experiences: The Effect of Wedding Service Quality on Customer Satisfaction at a Luxury Resort in Bali
DOI:
https://doi.org/10.58812/wsis.v4i08.3006Keywords:
Service Quality, Customer Satisfaction, Wedding Services, Luxury Resort, BaliAbstract
The wedding service industry has become one of the strategic business segments in Bali's hospitality sector, requiring hotels to consistently deliver excellent service quality to create customer satisfaction. This study aims to analyze the effect of wedding service quality on customer satisfaction at Kakanda, Bali. The research employed a quantitative approach using a simple linear regression analysis. The population consisted of 385 domestic and international customers who had previously held wedding events at Kakanda, Bali and submitted service complaints during the 2020–2025 period. Using purposive sampling and the Slovin formula with a 10% margin of error, 79 respondents were selected as the research sample. Primary data were collected through questionnaires using a five-point Likert scale and analyzed using IBM SPSS Statistics Version 26. Instrument testing indicated that all questionnaire items were valid and reliable. The results of the classical assumption tests confirmed that the regression model met the assumptions of normality and homoscedasticity. The regression analysis revealed that wedding service quality has a positive and significant effect on customer satisfaction, with a significance value of 0.000 (<0.05) and a regression coefficient of 0.124. Furthermore, the coefficient of determination (R² = 0.572) indicates that service quality explains 57.2% of the variation in customer satisfaction, while the remaining 42.8% is influenced by other factors outside the research model. Descriptive analysis also showed that wedding service quality received a Very Good rating (mean = 4.28), whereas customer satisfaction was categorized as Good (mean = 3.95). These findings demonstrate that improving service quality, particularly in the dimensions of tangibles, reliability, responsiveness, assurance, and empathy, is essential for enhancing customer satisfaction and strengthening Kakanda, Bali’s competitive position as a premium wedding destination in Bali.
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