THE RELATIONSHIP BETWEEN IMAGE, PERSONAL RELATIONSHIP AND HOTEL'S CUSTOMER LOYALTY IN JAKARTA
Consumer's loyalty is one of the important factors to achieve success for an organization. For sewice industry, image of service provider is crucial in order to create consumer's loyalty. Moreover, personal relationship between the company staff and consumers becomes very important to build the loyalty of sendee consumers, however, this relationship is less important for the tangible products. The purpose of this research is to analyze the relationship between image and personal relationship with loyalty of hotel consumers in Jakarta, Residt of this research has significant implications for sendee providers, especially hotel, initially,
this research indicates the importance of image and personal relationship IO determine consumer's loyalty which can be used as reference for hotel managers to improve the hotels serznce standard. Second., this research indicates significant prove in understanding hotel guest's behavior that is loyal consumers will tend to repurchase. A management or provision of service and interaction between hotel guests and improper staff behavior will resulted in consumers' disloyalty and may cause consumers to move to competitors.
Keywords : image, personal relationship, customer loyalty.