KnE Social Sciences

Published date: Dec 03 2025

Journal Title: KnE Social Sciences

Issue title: The 5th International Conference on Tourism, Gastronomy, and Tourist Destination (TGDIC 2025)

Pages: 260 - 271

DOI: 10.18502/kss.v10i29.20270

Renza FahleviInternational University of Batam, Batam

‎ Hannyhanny.rizgroup@gmail.comInternational University of Batam, Batam

Agus RiyadiTrisakti Institute of Tourism, Jakarta

Hepy Hefri AriyantoInternational University of Batam, Batam

Muhammad Zhabiyan Dwi PutraInternational University of Batam, Batam

This study aims to examine the influence of service quality and price fairness on user satisfaction in meetings, incentives, conferences, and exhibitions (MICE) venues, as well as the effect of satisfaction on loyalty. A quantitative approach was employed with a sample of 112 respondents, consisting of travel agents, event organizers, government institutions, and corporations. The sample was determined using a purposive sampling method, targeting respondents who had organized MICE activities and used MICE venues more than once. Data were analyzed using partial least squares–structural equation modeling (PLS-SEM). The findings reveal that service quality and price fairness have a significant positive effect on user satisfaction. Furthermore, satisfaction is identified as a key driver of user loyalty toward MICE venues. Theoretically, this study enriches the body of literature on customer behavior in the MICE industry, a topic that remains underexplored, particularly in the Indonesian context. From a practical perspective, the results provide strategic insights for MICE venue providers in formulating service and pricing strategies aimed at enhancing satisfaction and fostering customer loyalty.

Keywords: service quality, price fairness, satisfaction, loyalty

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