Umam, Khoirur and Andira Dwi Wiranugraha, SM., MBA (2023) Analisis Implementasi Customer Relationship Management (CRM) Terhadap Kepuasan dan Loyalitas Pelanggan di Hotel Vasa Surabaya. Diploma thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilakukan untuk mengkaji pengaruh impelementasi customer relationship management (CRM) terhadap kepuasan dan loyalitas pelanggan di Hotel Vasa Surabaya. Guna mendapatkan kepuasan dan loyalitas pelanggan, pihak Hotel Vasa Surabaya melakukan pendekatan dengan menjaga komunikasi dan hubungan baik kepada pelanggannya. Dengan demikian, pelanggan akan merasakan pelayanan secara personal. Pelanggan yang loyal terhadap hotel, diharapkan tidak akan beralih transaksi di hotel lain. Sehingga, dapat memberikan keuntungan terhadap hotel dalam jangka panjang di masa yang akan datang. Penelitian ini menggunakan metode kualitatif deskriptif dengan menggunakan paradigma interpretif. Hal ini didasarkan pada semua kegiatan yang terjadi dilapangan tidak terjadi secara otomatis, namun adanya ikatan tujuan yang akan dicapai. Ikatan tujuan tersebut bisa berupa niat, kesadaran diri, motif melakukan perbuatan, tekanan sosial, kebijakan, harapan dan lainnya. Pengumpulan data dilakukan dengan metode observasi partisipan dan melakukan wawancara. Selanjutnya penelitian ini menggunakan triangulasi data untuk mendukung tingkat keabsahan data. Penelitian ini dilaksanakan pada bulan Agustus 2022 sampai Februari 2023 di Hotel Vasa Surabaya. Hasil penelitian ini yaitu : 1. Customer relationship management (CRM) berpengaruh signifikan terhadap kepuasan pelanggan 2. Customer relationship management (CRM) berpengaruh terhadap loyalitas pelanggan 3. Customer relationship management (CRM) berpengaruh positif membantu meningkatkan hubungan baik dan komunikasi antara pihak hotel dengan pelanggannya. Dengan demikian, pihak Hotel Vasa Surabaya konsisten mengimplementsikan Customer relationship management (CRM) dan melakukan evluasi berkala guna mempertahankan kepuasan dan loyalitas pelanggan.
English Abstract
This research was conducted to assess the effect of Customer relationship management (CRM) implementation on customer satisfaction and loyalty at Hotel Vasa Surabaya. In order to get customer satisfaction and loyalty, the hotel Vasa Surabaya approach by maintaining good communication and relationships to its customers. Thus, customers will feel the service personally. Customers who are loyal to the hotel, are expected not to switch transactions at other hotels. So, it can provide benefits to the hotel in the long run in the future. This research uses descriptive qualitative methods using interpretive paradigm. This is based on all the activities that occur in the field do not happen automatically, but there is a bond of goals to be achieved. These goal bonds can be intentions, self-awareness, motives for doing deeds, social pressures, policies, expectations and others. Data collection was done by participant observation and interview. Furthermore, this research uses data triangulation to support the validity of the data. This research was conducted from August 2022 to February 2023 at the Vasa Hotel Surabaya. The results of this study are : 1. Customer relationship management (CRM) has a significant impact on customer satisfaction 2. Customer relationship management (CRM)3. Customer relationship management (CRM) has a positive effect on improving good relations and communication between the hotel and its customers. Thus, the hotel Vasa Surabaya consistently implement Customer relationship management (CRM) and perform periodic evaluation in order to maintain customer satisfaction and loyalty.
| Item Type: | Thesis (Diploma) |
|---|---|
| Identification Number: | 0523170533 |
| Uncontrolled Keywords: | customer relationship management (CRM), loyalty, customer satisfaction-customer relationship management (CRM), loyalitas, kepuasan pelanggan |
| Divisions: | Program Vokasi > D4 Manajemen Perhotelan |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 21 May 2024 06:38 |
| Last Modified: | 21 May 2024 06:38 |
| URI: | http://repository.ub.ac.id/id/eprint/219361 |
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