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All Journal International Journal of Business, Humanities, Education and Social Sciences (IJBHES) Journal of Business Studies and Management Review
Patiro , Shine Pintor Siolemba
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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The Influence of Rebranding, Service Quality, and Brand Image on Customer Satisfaction: A Case Study Florentina, Ika; Patiro , Shine Pintor Siolemba; Mubarok, Faizul
Jurnal Internasional Bisnis, Humaniora, Pendidikan dan Ilmu Sosial Vol 7 No 2 (2025): International Journal of Business, Humanities, Education and Social Sciences
Publisher : Universitas Teknologi Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46923/ijbhes.v7i2.611

Abstract

The hospitality industry is increasingly competitive, requiring hotels to strengthen their market position through effective strategies such as rebranding, service quality improvement, and brand image development. Previous studies have often examined these factors separately, but limited research has integrated them into a comprehensive framework, particularly in the Indonesian hotel context. This study seeks to fill that gap by analyzing the influence of rebranding and service quality on customer satisfaction, with brand image serving as a mediating variable. The research was conducted at Harris Hotel Pontianak, which implemented a rebranding strategy in response to declining performance in 2020. Employing a quantitative method, data were collected through questionnaires distributed to 130 hotel guests selected using accidental sampling. The data were analyzed using Structural Equation Modeling (SEM) with AMOS 26, supported by validity, reliability, and model fit testing. The analysis stages included Confirmatory Factor Analysis (CFA), hypothesis testing, and bootstrapping to verify mediation effects. The findings reveal that rebranding and service quality significantly enhance brand image, which in turn fully mediates their impact on customer satisfaction. This result highlights that customer satisfaction is achieved not solely through service improvements or brand renewal, but primarily through the establishment of a strong and positive brand image. The novelty of this study lies in integrating rebranding, service quality, and brand image into a single model within the Indonesian hospitality sector. Practical recommendations suggest that hotel managers prioritize service consistency and brand communication alongside rebranding initiatives.
EXPLORING THE ROLE OF REBRANDING, SERVICE QUALITY, AND BRAND IMAGE IN HOTEL CUSTOMER SATISFACTION AT HARRIS HOTEL PONTIANAK Florentina, Ika; Patiro , Shine Pintor Siolemba; Mubarok, Faizul
Journal of Business Studies and Management Review Vol. 9 No. 1 (2025): JBSMR, Vol 9 No.1 December 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v9i1.48267

Abstract

This study aims to analyze the influence of rebranding, service quality, and brand image on customer satisfaction at Harris Hotel Pontianak. The research background arises from the increasingly intense competition in the hospitality industry, where marketing strategies based on rebranding and service quality play a crucial role in maintaining customer loyalty. This study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 130 respondents, consisting of guests of Harris Hotel Pontianak. The analytical technique applied was multiple linear regression to examine the effect of independent variables on the dependent variable. The results reveal that rebranding, service quality, and brand image simultaneously have a significant effect on customer satisfaction. Partially, service quality exerts the most dominant influence, followed by brand image, while rebranding shows a weaker effect compared to the other two variables. These findings indicate that although rebranding is important in shaping new consumer perceptions, customer satisfaction is more strongly determined by the quality of services provided and the strength of the established brand image. The study concludes that hotel management should prioritize consistent improvements in service quality, strengthen brand image through effective marketing communication, and carry out continuous rebranding efforts to remain relevant to market needs. This research is expected to serve as a reference for hospitality practitioners in formulating customer satisfaction-oriented marketing strategies. Keywords: rebranding, service quality, brand image
Co-Authors Faizul Mubarok Florentina, Ika