Journal of Business and Management Sciences. 2016, 4(4), 76-81
DOI: 10.12691/JBMS-4-4-1
Original Research

Effect of Service Quality and Marketing Stimuli on Customer Satisfaction: The Mediating Role of Purchasing Decisions

Saling1, , Basri Modding2, Baharuddin Semmaila2 and Achmad Gani2

1University of YAPIS Papua Jayapura, Indonesia

2Faculty of Economics / Muslim University of Indonesia

Pub. Date: June 20, 2016

Cite this paper

Saling, Basri Modding, Baharuddin Semmaila and Achmad Gani. Effect of Service Quality and Marketing Stimuli on Customer Satisfaction: The Mediating Role of Purchasing Decisions. Journal of Business and Management Sciences. 2016; 4(4):76-81. doi: 10.12691/JBMS-4-4-1


This research was designed to test and analyze empirically the effect of service quality and a marketing stimulus on purchasing decisions and customer satisfaction. The population in this study is that Three and four-star hotel consumers in Jayapura. Convenience sampling techniques used by the number of samples as much as 389 consumers. Analysis of moment structures provide evidence that quality of service is a positive and significant effect against the decision of the purchase but not significantly effect on customer satisfaction, whereas the marketing stimulus positive and significant influence on purchasing decisions and customer satisfaction . In the next causality found that purchasing decisions are positive and significant impact on customer satisfaction. Limitations of this study on a sample size using only the customers three and four star hotels which limits the generalizability of research.


Service quality, stimulus marketing, purchasing decisions, customer satisfaction


Creative CommonsThis work is licensed under a Creative Commons Attribution 4.0 International License. To view a copy of this license, visit


[1]  Kotler P. & Armstrong G. (2006). Principles of marketing, (11th Ed.) Upper Saddle River: New Jersey: Prentice-Hall.
[2]  Hawkins, M., Motherbaugh, D. L., & Roger, J. Best. (2007). Consumer Behavior: Building Marketing Strategy. (10th ed.). Boston: McGraw-Hill
[3]  Mowen, J.C. & Minor MS. (2001). Consumer behavior: a framework. Upper Saddle River, NJ: Prentice Hall.
[4]  Peter, J. P., & Olson, J. C. (2008). Consumer behavior and marketing strategy. Boston: McGraw-Hill/Irwin.
[5]  Assael, H. (2001), Consumer Behavior and Marketing Action, 6th ed., Thomson Learning, Boston, MA.
[6]  Belk, R. W. (1975). The objective situation as a determinant of consumer behavior. Advances in Consumer Research, 2(1).
[7]  Bowen, J. T., & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International journal of contemporary hospitality management, 13(5), 213-217.
[8]  Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: the role of customer satisfaction and image. International journal of contemporary hospitality management, 12(6), 346-351.
[9]  Brady, M. K., & Cronin Jr, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: a hierarchical approach. Journal of marketing, 65(3), 34-49.
[10]  Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual. Journal of retailing, 64(1), 12-40.
[11]  Carman, J. M. (1990). Consumer Perceptions Of Service Quality: An Assessment Of T. Journal of retailing, 66(1), 33.
[12]  Kotler, Philip. (2000). Manajemen Pemasaran. Edisi Milenium. Jilid 1 & 2. Jakarta; PT. Prenhalindo.
[13]  Tjiptono, Fandy. (2004). Strategi Bisnis Pemasaran. Yogyakarta. Andi Ofset.
[14]  Tjiptono, Fandi. & Chandra, Gregory. (2005). Service, Quality dan Satisfaction. Yogyakarta; Andi.
[15]  Zeithaml, V.A. & Bitner, M.J. (2000), Services Marketing, McGraw-Hill, Boston, MA
[16]  Jalalkamali, M., & Nikbin, D. (2010). The Effects of Motivation on Purchase Decision. Interdisciplinary Journal of Contemporary Research in business, 234-355.
[17]  Smith, J. B., & Colgate, M. (2007). Customer value creation: a practical framework. Journal of marketing Theory and Practice, 15(1), 7-23.
[18]  Cottet, P., Lichtlé, M. C., & Plichon, V. (2006). The role of value in services: a study in a retail environment. Journal of consumer marketing, 23(4), 219-227.
[19]  Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230-240.
[20]  Fitzsimons, G. J., Hutchinson, J. W., Williams, P., Alba, J. W., Chartrand, T. L., Huber, J., & Shiv, B. (2002). Non-conscious influences on consumer choice. Marketing Letters, 13(3), 269-279.
[21]  Schiffman, LG. & Kanuk, LL. (2004). Consumer behavior, 8th International edition. Prentice Hall.
[22]  Engel, J.F., Blackwell, R.D., & Miniard, P.W. (1993).Consumer Behavior (8th ed.). Fort Worth: Dryden Press.
[23]  Kotler, P. & Keller, K. L. (2006), Marketing Management 12e, International Edition, Pearson, Prentice Hall.
[24]  Jiang, P., & Rosenbloom, B. (2005). Customer intention to return online: price perception, attribute-level performance, and satisfaction unfolding over time. European Journal of Marketing, 39(1/2), 150-174.
[25]  Carpenter, J. M., & Fairhurst, A. (2005). Consumer shopping value, satisfaction, and loyalty for retail apparel brands. Journal of Fashion Marketing and Management: An International Journal, 9(3), 256-269.
[26]  Kotler, P. & Anderson, A. (1987). Strategic Marketing for Non-profit Organizations. Englewood Cliffs, NJ: Prentice Hall.
[27]  Creswell, J. W. (2003). Research design: Qualitative, quantitative, and mixed methods approaches (2nd ed.). Thousand Oaks, CA: Sage.
[28]  Arbuckle, J. L., & Wothke, W. (1999). Amos 4.0 user's guide. Chicago, IL: SmallWaters Corporation.
[29]  Gorman, G. E. (2006). Giving way to Google. Online Information Review, 30(2), 97-99.
[30]  Jones, T. O., & Sasser, W. E. (1998). Why satisfied customers defect. IEEE Engineering Management Review, 26 (3), 16-26.
[31]  Kennington, C., Hill, J., & Rakowska, A. (1996). Consumer selection criteria for banks in Poland. International Journal of Bank Marketing, 14(4), 12-21.
[32]  Caruana, A. (2002). Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European journal of marketing, 36(7/8), 811-828.
[33]  Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the customer. New York.
[34]  Cronin Jr, J. J., & Taylor, S. A. (1994). SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measurement of service quality. The Journal of Marketing, 125-131.
[35]  Naser, K., Jamal, A., & Al-Khatib, K. (1999). Islamic banking: a study of customer satisfaction and preferences in Jordan. International journal of bank marketing, 17(3), 135-151.
[36]  Chun-Tung Lowe, A., & Corkindale, D. R. (1998). Differences in “cultural values” and their effects on responses to marketing stimuli: A cross-cultural study between Australians and Chinese from the People's Republic of China. European Journal of Marketing, 32(9/10), 843-867.
[37]  Kwak, D. H., Kim, Y. K., & Hirt, E. R. (2011). Exploring the role of emotions on sport consumers' behavioral and cognitive responses to marketing stimuli. European Sport Management Quarterly, 11(3), 225-250.
[38]  Kock, N. (2014). Advanced mediating effects tests, multi-group analyses, and measurement model assessments in PLS-based SEM. International Journal of e-Collaboration (IJeC), 10(1), 1-13.