JMI Vol 9 (1) (2018): 1 – 13

JMI
Jurnal Manajemen dan Inovasi
http://www.jurnal.unsyiah.ac.id/JInoMan

FACTORS AFFECTING REVISIT

INTENTION WITH CUSTOMER
SATISFACTION AS A MEDIATING
VARIABLE IN ECO FRIENDLY RESORTS

SYAFRUDDIN CHAN
Faculty of Economics and Business, Syiah Kuala University
Corresponding email: syafruddin.chan@unsyiah.ac.id

Abstract
this study aimed to observe the effect of concern environment, physical
and social environment as an independent variable that affects revisit
intention with customer satisfaction as a mediating variable.
Questionnaires distributed in eco-friendly resort in Sabang Zone,
Indonesia, which is a recreational diving center in western part of
Indonesia, using probability sampling techniques. Data were collected
and then be analyzed using covariance Based SEM, AMOS. Hypothesis
test results proved that there were positive and significant influence
among five variables examined in the study, both directly and indirectly.

Key words Environment Concern, Physical Environment, Social

Environment, Revisit Intention and Customer Satisfaction.

INTRODUCTION Chai, 2010) . The resort industry

This Study sees customer
behavior of resort in Sabang Free
Trade Zone (FTZ), Indonesia that
uses the concept of eco-friendly as
its point of selling. Although there
have been some previous
researches that highlights the
importance of the physical and
social environment as determinant
of revisit intention variable in the
study associated with the behavior
of tourists to the offer made by
resort industry including those
resorts located in remote areas,
but not many that incorporate
environmental concern as one of
its decisive variable (T. Chen &
realize that the growth of tourists
who are very concerned with the
environment is getting higher over
time (Cherian & Jacob, 2012).
When the businesses fail to see
this phenomenon, then sooner or
later customers will switch to
another resort that carries eco-
friendly concept (T. Chen & Chai,
2010). Eco Friendly resort is a
resort that carries the concept of
green economy. Its characteristics
include the use of low-energy
lighting to reduce its carbon
footprint. The furniture is usually
made from sustainably sourced
materials, such as coconut tree,

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Jurnal Manajemen dan Inovasi
Vol. 9, No. 1, Februari 2018
wood, bamboo and
cork.(Kuminoff, Zhang, & Rudi,
2010).
In addition to using eco-
friendly features, because Sabang
FTZ is an area of marine tourism,
eco-friendly concept developed by
resort managers lead to the
conservation of marine ecological
system, especially the underwater
ecological system (Kusumawati &
Huang, 2015). In cooperation
with the association of fishermen,
known as "Commander Laot", and
traditional institutions in the
region called "Tuha Peut", the
resort industry has advocated
conservation messages such as do
not damage the reef, do not catch
fish using fish bombs, do not
anchor the yachts in the area of
diving spot to prevent the
destruction of marine life and
some other nature conservation
messages (BPKS, 2016).
Damage to the
environment that continues to
happen has resulted in increased
environmental consciousness, with
consumers now choosing to
integrate environmental
considerations into their lifestyle
choice (Rahbar & Wahid, 2011).
Therefore eco-friendly concept in
the tourism industry has become
one differentiator for a tourism
destination to compete with other
tourist destinations (Kusumawati &
Huang, 2015). Awareness among
tourists chooses tourist
destinations that offer eco-friendly
concept also increase significantly.
So that this phenomenon be the
right moment for the players in
tourism industry, including marine
tourism to position its offering as
an eco-friendly resort for targeting
consciousness eco-friendly this
segment (Paco & Raposo, 2009).
This paper aims to look at
how revisit intention can be
2
affected by variables
Environmental Concern, Social
Environment and Physical
Environment with Customer
Satisfaction as intervening
variable.
LITERATURE REVIEW
Environmental Concern
Many studies have been
discussing the behavior of tourist
that shifted to natural friendly
concept (Brécard, Hlaimi, Lucas, &
Perraudeau, 2009). Indeed, the
environmental concern is often
used to measure the importance of
the environment and its protection
and has been cited as an indicator
of the green concept (Brécard et
al., 2009). Furthermore several
other researchers have also
revealed a positive and significant
relationship between consumers'
environmental concerns and their
shopping behavior (Rahbar &
Wahid, 2011). Although many
studies have addressed the issue
of eco-friendly variable on
consumer purchasing decisions,
not many were linked it with the
hospitality industry especially for
those located in remote area that
offered such a natural friendly
strategy to promote their resorts.
In fact, many groups of consumers
are willing to pay a premium price
for the product or service they are
consumed when they are produced
following green concept practices
that do not cause environmental
damage (Kuminoff et al., 2010).
Physical Environment and
Social Interaction
Servicescape or physical
environment is a concept that
emphasizes the impact of the
physical environment in which a
service process takes place
(Bitner, 1992; Han & Ryu, 2009).
Bitner (1992) set servicescape as
 Jurnal Manajemen dan Inovasi
Vol. 9, No. 1, Februari 2018

"environment in which the service perform acts toward each other

is gathered and where sellers and and the responses they give in
customers interact, combined with return (Foster, 2004). Having a
a tangible commodity that quick conversation with a friend
performance or facilitate seems are relatively trivial. In
communication service". marketing activities, interaction
Servicescape may be likened to becomes an important component
the 'sights' (Juhari, Ali, & Khair, both in terms of serving customers
2012). This includes exterior and deliver messages to the
facility (landscaping, exterior customers. Interaction to
design, signage, parking, customers usually carried out by
surrounding environment) and frontline staff (Foster, 2004; Libai,
interior facilities (interior design Bolton, Bügel, & Ruyter, 2010). In
and decoration, equipment, broader perspective, customer
signage, layout, air quality, service could be represented by
temperature and atmosphere). the quality of services that
Servicescape along with other includes both physical and non-
physical evidence such as business physical aspects such as reliability
cards, stationery, billing and responsiveness (Brady,
statements, reports, employee Cronin, & Brand, 2002; Ladhari,
gowns, uniforms, brochures, web 2010; Mahamad & Ramayah,
pages forms servicescape virtual 2010; Ramsaran-Fowdar, 2007).
'physical evidence' in marketing
services (Ali, Omar, & Amin, 2013; Customer Satisfaction
Hassan & Hj, n.d.; Wall & Berry, General understanding on
2007). For example, Walls & Berry the satisfaction or customer
(2007) conducted an exploratory dissatisfaction is the result of the
study to understand customer difference between the
experience in luxury hotels. The expectations of consumers with
study listed ambience, spatial the performance perceived by
layout, signs and symbols within consumers (Flint, Blocker, &
the physical environment whereas Boutin, 2011; Mahamad &
attitude, professional behavior, Ramayah, 2010). From various
proactivity and appearance of staff definitions of customer satisfaction
and attitude, behavior, appearance which has been researched and
and socialization of other defined by marketing experts, it
customers were recognized as can be concluded that customer
elements of the social satisfaction is a behavioral
environment that shape the response of consumers in the
customer experience. However, to form of after-purchase evaluation
satisfy consumers, relying only on of the goods or services
physical environment is not performance compared with
enough. consumer expectations (Carlson &
There must be other O’Cass, 2010; J. Huang & Hsu,
variables to accompany such as 2010; Mihelis, Grigoroudis, Siskos,
Social Interaction. Social Politis, & Malandrakis, 2001).
interaction is the process to act Many other researchers believe
and react to response those that consumer satisfaction is
around us (J. Huang & Hsu, 2010). highly dependent on the
In a nutshell, social interaction perceptions and expectations of
includes reviews those people consumers themselves. Factors

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that influence the perceptions and
expectations of consumers when
making purchases of goods or
services among others are the
need and desire felt by the
consumer when purchasing goods
or services, past experience when
consuming goods or services and
the experiences of friends who
have consume goods or services
and advertising (Matzler, Bailom,
Hinterhuber, & Renzl, 2004). In a
competitive environment,
indicators that can show customer
satisfaction is whether consumers
will do repurchase and tell others
to buy the product.
Many other researchers
have revealed that variable
customer satisfaction as leading
indicators to influence customer to
revisit destination in the future
(Kim & Park, 2014). We can
assess how strong the customers
can feel their satisfaction by
asking them to give rating on a 1-
10 scale. When most of them have
the answer 7 or more, then this
becomes a clear indication that
they will come back again.
Furthermore, while customers give
ratings 9-10 then they are not
only coming back again, but also
become the volunteer for the
company to ask other people to
stay at the same resort (Flint et
al., 2011; Knutson, Stevens,
Wullaert, & Patton, 1990).
Conversely, if they only rate 6 and
under, then this becomes a danger
signal for the resort, because it is
become clear indication that they
are less happy to the services
provided by the resort and most
likely they will switch to other
resorts. This group should be alert
and should be given special
attention to eliminate their
frustration and to keep them stay
with us. (Flint et al., 2011).
4
Revisit Intention
From the perspective of the
consumer, the behavior of visitors
can be divided into three stages:
pre-visit, during the visit, and
post-visit (N. Chen & Funk, 2010).
Something similar is mentioned by
other researcher that behavior is
inclusive of tourists visiting
selection, the next evaluation, and
future intentions behavior (Som,
Marzuki, & Yousefi, 2012) . The
next evaluation is a travel
experience or value and
satisfaction received by visitors as
a whole. Whereas the visitor’s
intention of future behavior refers
to the corresponding visitors
assessment to return to the same
purpose and their willingness to
recommend it to others. The
concept comes from the intention
to repurchase behavioral (Um,
Chon, & Ro, 2006). The possibility
tourist to have Revisit intention is
depend on their previous
experience (Nyaga, n.d.; Raza,
Siddiquei, & Awan, 2012).
S.Huang & Hsu (2009) in the
journals "Effects of Travel
Motivation, Past Experience,
Perceived Constraint, and Attitude
on Revisit Intention", suggests
there are four effects that can lead
to re-visit intentions, namely: a.
Motivation to travel to investigate
the impact of various factors of
motivation in the attitude of
tourists during the visit of a
destination and the intention to
visit again. b. Past Experience, to
test the effect of past travel
experiences during the visit c.
Perceived Constraint, to
investigate perceived constraints
on willingness of tourist to visit
again.d. Attitude, to measure the
extent to which the traveler
attitude in mediating the impact of
certain factors on the intention to
 Jurnal Manajemen dan Inovasi
Vol. 9, No. 1, Februari 2018

visit again (S. Huang & Hsu, Effect of Environmental

2009). Concern to Customer
Satisfaction and Revisit
Intention
The Relationships among Currently the market
Variables segments that are concerned
about maintaining environmental
Effect of Physical Environment quality is growing (Paco &
on Customer Satisfaction and Raposo, 2009). Consumer
Revisit Intentions. purchasing behavior that
As one of the variables in incorporate to environmental
the services marketing strategy, factors as one of the variables that
physical environment will be a determine the purchase decision-
determinant variable of the level making becomes increasingly
of satisfaction of someone staying important (Brécard et al., 2009;
in a resort (Ali et al., 2013; Han & Jauhari & Manaktola, 2007;
Ryu, 2009; Ryu & Han, 2011). Kuminoff et al., 2010).
Business resort should ensure all
components are included in the Effect of Customer Satisfaction
group servicescapes must meet on Revisit Intentions
the expectations of guests staying Customer satisfaction has
(Juhari et al., 2012). The more long been accepted as an
satisfied the guests to the antecedent variable for the
servicescape quality they gets, the customer's decision to repurchase
greater the tendency for them to (Kassim & Abdullah, 2010;
come back. Furthermore the Mahamad & Ramayah, 2010).
satisfaction can lead the guests Many researchers who have raised
become loyal customers. this variable as the most affect the
customer's desire to revisit. So it's
Effect of Social Environment on only if the resort managers
Customer Satisfaction and endeavor to give satisfaction to its
Revisit Intentions customers so they will come back
Social environment or again in the future (N. Chen &
social interaction in this study is Funk, 2010; Raza et al., 2012)
divided into two parts, namely the
interaction to the resort staff and
the interaction to other guests
(Carlson & O’Cass, 2010; Yim,
Tse, & Chan, 2008). Frontline
officers who have direct contact
with the guests had to be
equipped with a variety of service
skills and also friendly to
guarantee a service excellence.
(Foster, 2004). The resorts also
need to create common activities
so guests can have interaction Adopted from Ali, F., Omar, R., &
each other. Amin, M. (2013)

Figure 1
Research Framework

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HYPOTHESIS ANALYTICAL METHOD

Based on the framework of For this study, the
research that has been described hypotheses were tested using the
previously, it could be assigned Structural Equation Modeling
hypothesis as follows: (SEM), using a statistical software
1. Environmental Concern, package of AMOS. SEM is a
Social Environment, method used for testing models
Physical environment, and hypothesis developed in this
Customer Satisfaction have study. SEM itself is a set of
an effect on Revisit statistical techniques that allow
Intention the testing of a series of relative
2. Environmental Concern, complicated relationship
Social Environment and simultaneously (Ferdinand, 2002).
Physical environment have
an effect on Customer FINDINGS AND RESULTS
Satisfaction. Measurement Model
The following figure shows
METHODOLOGY the relationship between
Sample Design and Data unobserved variables and their
Collection respective indicators showing in
The target population for the Measurement Model.
this study was limited to guests
who had stayed at Sabang FTZ
resort hotels at least once. The
survey was conducted through
face-to-face interaction with
guests at various locations within
four selected resort hotels in from
Anoi Itam in the East down to
Iboih in the West of Weh Island. A
convenience sample was drawn for
the survey and a self-administered
survey was used to collect data.
Questionnaires were distributed to Figure 2
guests at different times of the Measurement Model with
day, over the period of three Loading Factor
weeks. A total of 240
questionnaires were distributed
based on the sample size criteria
highlighted by Peng and Lai Table 1 shows some
(2012) for SEM models, which is indicators relationship with their
ten times the total number of respective constructs. Loading
indicators in the study. Of the total factor used to measure the
questionnaires distributed, 210 contribution of each indicator. The
questionnaires were able to be higher the score the better those
collected back and used for data indicators represent their
analysis. constructs. From table 1 indicator
“When humans interfere with
nature, it often produces
disastrous outcomes” has the
highest score (0.832), therefore it

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explained Environmental Concern Table 1. Loading Factors

better than other indicators. At 1 Environmental Concern.
Humans need not adapt to the natural environment because
Loading Factor

construct Social Environment, an they can remake it to suit their needs. 0,831
When humans interfere with nature, it often produces
indicator that has the highest disastrous outcomes 0,832
value is "Customers at resort Humans must live in harmony with nature in order to
survive 0,659
hotels are considerate of the
privacy of others" with a score of To maintain a healthy economy, we will have to develop a
steady-state economy where industrial growth is controlled. 0,559
0.782, so that this indicator has
2 Social Environment Loading Factor
the most influence in the Staff show individual attention and care to guests 0,501
formation of social environment Staff are friendly, clean and well-organized 0,563
Staff provide quick and prompt services 0,618
variable. In the Physical Staff have technical knowledge about the products and
Environment constructs, indicator services
Customers at resort hotel are polite and respectful
0,702
0,744
that has the highest value is "The Customers at resort hotel are considerate of privacy of
others 0,782
resort hotel and its surrounding
amenities are attractive and 3 Physical Environment Loading Factor
The resort hotel and its surrounding amenities are attractive
impressive" with a score of 0.718. and impressive 0,718
While on the construct of The resort hotel and its amenities are clean, comfortable
and cozy 0,681
Customer Satisfaction and Revisit The temperature and lighting within the resort hotel and its
amenities are comfortable 0,051
Intention, indicators that have the The signage and information within the resort hotel and its
highest value are "I am satisfied amenities are arranged right 0,243

with my decision to visit this 4 Customer Satisfaction Loading Factor

resort" and "I will advise my
friends to choose this ahead of any
I am satisfied with my decision to visit this resort
My choice to choose this resort was a wise one
0,911
0,389
I think I did the right thing to visit this resort 0,563

other attractions", with the score

respectively 0.911 and 0.825. 5 Revisit Intentions Loading Factor
I will be telling my friends that I like this place and stayed
longer than I had planned 0,764
I will be returning to this attraction with my family and
friends 0,798
I will advise my friends to choose this ahead of any other
attractions 0,825
This is an experience I am happy to share with colleagues 0,796

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Evaluation Criteria Goodness of

Fit
The model can be tested
using a variety of ways. In the
analysis of SEM no single
statistical test tool to measure or
test hypotheses about the model.
Here are some suitability index
and the cut-off value to test
whether a model can be accepted
or rejected (Ferdinand, 2006)
Figure 3
Table 3 Structural Model
Criteria Goodness of Fit
The following step is to do
the testing of research hypothesis
proposed in previous section.
Hypothesis testing using CR and P
value, which are the output of the
statistical package of AMOS. When
the relationship between two
variables have a value of CR>
1.96 and value of P <0.05, then
the two variables have a
significant influence. But when one
From the table 3 above by of the two criteria is not met, then
using the goodness of fit test, it the hypothesis developed is not
can be concluded that the model proven.
has met the criteria of fit, so the Table 2
output that comes out of this Hypothesis Testing
model could be used to describe H De Ind C D S
the relationship between indicators P
i pe ep R e t
with their respective constructs. p
1 Cu nd < En en 2 * s S d
0
.2 sto
en
Cu -< So de
vir , * c
* u
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0
Analysis of Structural Equation met - nt
on 1 * .u
p B
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3 Cu - < Phcial 3
2 * S ,2
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Modeling r_ me 9 3
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The analysis of Structural St nta 3 o
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vis -- nvical
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,8
Equation Model (SEM) in Full ais l_C rp
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it_ - ron
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Model is intended to test the 5 ais
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model and hypotheses developed St
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in this study. Testing the model in en
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done with two tests, first test with en
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suitability of the model and second tio
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test with test significance of n
tio nt
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table above shows re
causality. n me tr
the tio isf
causality relationship 6 tested td
that n consists act nt
of 7 hypotheses, e
te
starting from H1ion through H7. All d
e
d of
them are supported. In other d
words, the independent variable

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Vol. 9, No. 1, Februari 2018

affects the dependent variable surrounding amenities are

which is Revisit Intention, both attractive and impressive need to
direct and through customer be maintained and not be
satisfaction as mediating variable. destroyed since this indicator is
The next step is to look at how belong to physical environment
strong the influence of the two variable that has the greatest
variables was tested. Although all value compare to other variables.
the independent variables affect So the indicator and the variable
revisit intention as dependence play significant role to increase the
variable either directly or willingness of the tourist revisit
indirectly, but a more powerful the resort.
influence given by variable of
Physical Environment, compared CONCLUSION
to four other variables. This is 1. All indicators that have the
shown by the coefficient numbers highest value in each
on the arrows leading to Revisit variable should be of
Intention. concern of resort
management, at least to
MANAGERIAL IMPLICATION maintain them, because
As an endogenous or these indicators are shown
dependent variable, the variable of to have a relatively large
revisit intention influenced by contribution to explain the
variables used and developed in variables they represent.
this study, such as the 2. To improve revisit
Environmental Concern, Social intention, the main variable
Environment, Physical that should receive bigger
Environment and Customer attention from resort
Satisfaction. Testing with management is physical
measurement model to look at the environment. While
contribution of indicators for each variable Environmental
of the variables that have been concern has relatively low
built through the conceptual coefficient number. In
theory, seen these indicators do other words, eco-friendly
have a contribution and be able to features that are
explain the variable that considered to be the point
represents by them. However, we of selling of green resort in
need to give special attention for Sabang area are not
several indicators which have the enough to raise the
highest loading factor, compared attractiveness of tourists to
to other indicators. Because the make them come back to
indicator with the highest loading again.
factor is the closest to duplicating
the variable that they represents.
So if the resort management
wants to intervene in specific
variables, the indicator with the
highest factor loading value can be
used as a lead to start improving
the performance variables
selected. For example the
indicator of the resort hotel and its

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Vol. 9, No. 1, Februari 2018

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