Track: Business Management

Abstract

This paper aims to analyze the relationship between dynamic marketing capabilities, service excellence, and hotel satisfaction in the hotel industry from the customer's perspective. This study is built from the research's conceptual framework relevant to each other with the dynamic capability approach and service design logic. This study was conducted based on an online survey through G-Forms where respondents only need to fill the questionnaire based on their experience and perspective. The data were collected from 357 customers who stayed in the hotel before and during the pandemic Covid-19. The analysis data Structural Equation Modeling using Smart-PLS 3.3.2 version. The outer model consists of a validity and reliability test, while the inner model examines R-square, T-statistics, and P-value tests. Further, structural equation modeling was performed to test the construct relations in this study's theoretical framework. The model tested using the inner and outer model and also predictive relevance. This study concluded that all hypotheses, dynamic marketing capabilities, service excellence, and satisfaction of the brand are all supported. The study provides information and suggestions for the further marketer, not only in the hotel industry, for what can be done to work on the market that is always changing effectively.