Asian Journal of Economics, Business and Accounting

This study aims to determine the effect of aesthetics, escapism, service excellence, and customer ROI on behavioral and attitudinal loyalty, with relationship quality as an intervening variable. The approach used in this study is quantitative. Data were collected by distributing online questionnaires using Google Forms to 300 respondents who use RDM Tour Buses in Indonesia. The sampling technique employed was non-probability sampling using the purposive sampling method, and the data were analyzed using Structural Equation Modeling (SEM) with the assistance of the PLS program. All hypotheses in this study were accepted. The four elements of experiential value—aesthetics, escapism, service excellence, and customer ROI—significantly enhance relationship quality in the RDM Tour Bus business. It improves relationship quality effectively fosters both behavioral and attitudinal customer loyalty. This research helps companies understand the key factors that drive customer loyalty, leading to more effective marketing strategies. Enhancing customer service, strengthening relationships, and continuously improving app features, innovations, promotions, and service systems are essential for maintaining customer satisfaction and loyalty in the tourist bus industry. Theoretically, the study identifies factors influencing customer loyalty in transportation services, providing insights into experiential value, relationship quality, and customer loyalty. It also serves as a literature foundation for future studies about the tourism industry. Based on this study's findings, marketing managers in the tourist bus industry should prioritize experiential value factors, such as vehicle aesthetics and excellent service. By doing so, they can foster relationship quality, which in turn can cultivate both behavioral and attitudinal loyalty among users.