The Effect of Kaizen Strategy on Customer Satisfaction: Empirical Study on Budget Hotels in Makassar City

  • Ahmad Firman STIE Nobel Indonesia
  • Gunawan Bata Ilyas STIE AMKOP
Keywords: Seiri, Seiso, Seiketsu, Shitsuke, Customer Satisfaction


This study aims to determine whether the Kaizen strategy influences customer satisfaction at the Budget Hotel in Makassar. Data collection uses primary data and secondary data obtained from questionnaires and. Samples taken amounted to 30 respondents. The questionnaire results have been tested for validity and reliability and have been tested for classic test assumptions in the form of normality test, multicollinearity test, and heteroscedasticity test. The method of data analysis uses multiple linear regression techniques. This study uses qualitative analysis methods, quantitative analysis, and multiple linear from Ibis Budget Makassar Airport hotel customers. The results obtained partially indicate that the variables seiri, seiton, seiso, seiketsu, and shitsuke have a significant effect on customer satisfaction. Simultaneously the variables seiri, seiton, seiso, seiketsu, and shitsuke have a substantial impact on customer satisfaction. Among the five variables, one variable is the most dominant influence on customer satisfaction, namely the seiso variable. The results showed that the proposed hypothesis was accepted because it offered a positive and significant hypothesis test result. This means that the kaizen strategy has a positive and significant effect on the level of customer satisfaction at a Budget Hotel in Makassar.


Download data is not yet available.


Aditya, Said, S., & Hasan, S. (2017). Pengaruh Karakteristik Toko dan Produk Bagi Konsumen di Indonesia Terhadap Pembelian Impulsif. Jurnal Manajemen Dan Kewirausahaan, 5(2).

al Smadi, S. (2009). Kaizen strategy and the drive for competitiveness: challenges and opportunities. Competitive-ness Review: An International Business Journal.

Aydin, B., & Emeksiz, M. (2018). Sustainable urban tourism success factors and the economic performance of small tourism enterprises. Asia Pacific Journal of Tourism Research, 23(10), 975–988.

Berger, A. (1997). Continuous improvement and kaizen: standardization and organizational designs. Integrated Manufacturing Systems.

Brunet, A. P., & New, S. (2003). Kaizen in Japan: an empirical study. International Journal of Operations & Pro-duction Management.

Chamidah, N., Guntoro, B., & Sulastri, E. (2020). Marketing Communication and Synergy of Pentahelix Strategy on Satisfaction and Sustainable Tourism. The Journal of Asian Finance, Economics and Business, 7(3), 177–190.

Chamidah, N., Putra, A. H. P. K., Mansur, D. M., & Guntoro, B. (2020). Penta helix Element Synergy as an Effort to Develop Tourism Villages in Indonesia. Jurnal Manajemen Bisnis, 8(1), 1–22.

Choi, T. Y., & Eboch, K. (1998). The TQM paradox: relations among TQM practices, plant performance, and cus-tomer satisfaction. Journal of Operations Management, 17(1), 59–75.

Csapo, J. (2012). The role and importance of cultural tourism in modern tourism industry. In Strategies for tour-ism industry-micro and macro perspectives. IntechOpen.

Eskildsen, J., & Kristensen, K. (2008). Customer satisfaction and customer loyalty as predictors of future business potential. Total Quality Management & Business Excellence, 19(7–8), 843–853.

Florek, I. (2012). Sustainable Tourism Development. Region Formation and Development Studies - Journal of Social Sciences, 157–166.

Kotler, P., & Keller, K. L. (2009). Marketing Management. In Organization (Vol. 22, Issue 4).

Kumar, V., Choisne, F., de Grosbois, D., & Kumar, U. (2009). Impact of TQM on company’s performance. Interna-tional Journal of Quality & Reliability Management, 26(1), 23–37.

Mashur, R., Muhammad, H., Ansir, L., AHP, K. P. A. H. P., & Shandra, B. (2020). Antecedents and consequence of brand management: empirical study of Apple’s brand product. In Journal of Asia Business Studies: Vol. ahead-of-p (Issue ahead-of-print).

Naumann, E. (1995). Creating customer value. Image Rochester NY, 31, 4–6.

Olson, E. M., Slater, S. F., Hult, G. T. M., & Olson, K. M. (2018). The application of human resource management policies within the marketing organization: The impact on business and marketing strategy implementation. Industrial Marketing Management, 69(February), 62–73.

Ramlawati, Putra, A. H. P. K., Yasni, Basalamah, J., & Mappatompo, A. (2019, July). Why Millenials Eat Out From Home? BT - 1st International Conference on Life, Innovation, Change and Knowledge (ICLICK 2018).

Ramlawati, R., & Putra, A. H. P. K. (2018). Total Quality Management as the Key of the Company to Gain the Competitiveness, Performance Achievement and Consumer Satisfaction. International Review of Manage-ment and Marketing, 8(5), 60–69.

Reihanian, A., Mahmood, N. Z. B., Kahrom, E., & Hin, T. W. (2012). Sustainable tourism development strategy by SWOT analysis: Boujagh National Park, Iran. Tourism Management Perspectives, 4, 223–228.

Singh, J., & Singh, H. (2009). Kaizen philosophy: a review of literature. IUP Journal of Operations Management, 8(2), 51.

How to Cite
Firman, A., & Bata Ilyas, G. (2021). The Effect of Kaizen Strategy on Customer Satisfaction: Empirical Study on Budget Hotels in Makassar City . Point Of View Research Management, 2(1), 01 - 09. Retrieved from