HOTEL ATMOSPHERE AND SERVICE QUALITY: THEIR INFLUENCE ON CUSTOMER SATISFACTION AND REVISIT INTENTION

Abstract

This study aims to examine the role of hotel atmosphere and service quality in influencing customer satisfaction and revisit intention among Bobobox customers in Jakarta. Using a quantitative approach, data were collected from 200 respondents and analysed through Structural Equation Modelling (SEM). The results revealed that hotel atmosphere had a positive and significant effect on customer satisfaction, but a positive and insignificant effect on revisit intention. Service quality showed a positive and significant influence on customer satisfaction, but similarly demonstrated a positive and insignificant influence on revisit intention. Among all variables, customer satisfaction emerged as the strongest predictor of revisit intention, with a positive and significant effect. These findings highlight that both hotel atmosphere and service quality contribute to customer satisfaction, which in turn drives revisit intention. However, neither atmosphere nor service quality alone is sufficient to directly increase the likelihood of customers returning. The study contributes to hospitality management literature by confirming the role of satisfaction within the stimulus–organism–response framework and suggests that capsule hotels like Bobobox should prioritise strategies that enhance overall satisfaction to build customer loyalty.