ANALISIS KONSEKUENSI PERILAKU KONSUMEN TERHADAP KUALITAS LAYANAN PADA HOTEL NOROBUDUR YOGAYAKARTA

The purpose of this research is to analyze behavioral intentions as consequences of service quality at Borobudur Hotel of Yogyakarta. Beside examines the influence service quality of behavioral intentions, this study also focuses on the change of behavioral intentions relative to zone of tolerance and impact of problem experience on the consumer's behavioral intentions. Data collected by using questionnaires. Service quality was measured by SERVQUAL model by 22 item question and behavioral intentions by 12 item question that have 4 dimensions are loyalty, switch, pay more and external response. The influence service quality of behavioral intentions was tested by Multiple Regression Analysis. Difference level of behavioral intentions (high, medium or low) base on the service problems of the consumer experience and the problems were resolved was tested by One Way ANOVA. This result will show that the influence service quality of behavioral intentions is positive for favorable behavioral intentions (loyalty and pay more) and negative for unfavorable behavioral intentions (switch and external response). The influence service quality of behavioral intentions have different slope at the below and above zone of tolerance. Finding difference level of behavioral intentions (high, medium or low) base on the service problems of the consumer experience and the problems were resolved