The Influence of Hospitality Service Quality on Hotel Customer Satisfaction in the Hotel Industry: The Moderating Role of Income

This study aims to analyze the effect of hospitality service quality on hotel customer satisfaction in Badung Regency by considering the role of income as a moderating variable. The community engagement process was carried out through a survey of 150 hotel customers. The method used is a quantitative approach with an associative design, and data analysis was conducted using path analysis and moderation testing through SmartPLS. The results indicate that hospitality service quality has a positive and significant effect on customer satisfaction, with income strengthening this relationship. The practical implication is that hotels need to adjust their service strategies based on customer income segments to optimally enhance satisfaction.