Examining the Effects of Digital Service and Customer Experience on Hotel Guest Satisfaction: A Quantitative Study at Whiz Prime Hotel Padang

Abstract

This research is grounded in the importance of digital services and customer experience in enhancing hotel guest satisfaction. This study aims to determine the influence of digital services and customer experience on guest satisfaction at Whiz Prime Hotel Padang. This research used a quantitative approach with a causal associative method. The sample consisted of 150 respondents selected using purposive sampling. Data were analyzed using multiple linear regression with the assistance of IBM SPSS Statistics 27. The results showed that Digital Service had a positive and significant effect on Guest Stay Satisfaction, with a significance value of 0.000 < 0.05. Customer Experience also had a positive and significant effect on Guest Stay Satisfaction, with a significance value of 0.000 < 0.05. Simultaneously, Digital Service and Customer Experience had a positive and significant effect on Guest Stay Satisfaction. Based on the Standardized Beta value, Digital Service had a more dominant effect than Customer Experience. These findings indicate that improving the quality of digital services and providing positive guest experiences can support higher guest satisfaction during their stay.