Tresia Tobing, Thesy (2014) UPAYA MENINGKATKAN LOYALITAS TAMU BISNIS HOTEL ASTON TROPICANA BANDUNG MELALUI PROGRAM CUSTOMER RELATIONSHIP MANAGEMENT. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Pariwisata adalah sektor industri yang selalu berkembang dan memberikan kontribusi yang sangat besar bagi kemajuan bidang perekonomian suatu negara karena dapat menjadi lahan usaha menjanjikan bagi masyarakatnya. Untuk dapat menunjang perkembangan pariwisata yang semakin berkembang pesat, diperlukan beberapa sarana penunjang. Diantaranya adalah akomodasi yang dalam hal ini adalah Hotel. Hotel banyak berdiri dihampir seluruh wilayah Indonesia, salah satu perkembangan hotel yang pesat terjadi pada wilayah Bandung. Pada tahun 2012 jumlah hotel berbintang di Bandung sebanyak 84 hotel. Salah satu hotel yang memiliki kemajuan pesat adalah Hotel Aston Tropicana. Dalam membidik pangsa pasar Hotel Aston Tropicana merujuk kepada bisnis hotel yang menyediakan berbagai sarana keperluan bisnis seperti meeting room. Pada tahun 2011 jumlah corporate repeater mengalami penurunan, dari 65 perusahaan pada tahun 2010 menurun hingga sisa 54 perusahaan pada tahun 2011. Hal tersebut menandakan bahwa loyalitas tamu bisnis mengalami penurunan. Salah satu cara yang dilakukan Hotel Aston Tropicana untuk meningkatkan loyalitas adalah dengan menggunakn program Customer Relationship Management yang terdiri dari IT Infrastructure, one to one marketing, personalization dan customer service and support. Teori Customer Relationship Management yang digunakan adalah teori Xu dalam Jurnal Roya Rahimi (2007:19). Penelitian ini bertujuan untuk mengetahui pengaruh program Customer Relationship Management yang telah dijalankan terhadap Loyalitas tamu bisnis Hotel Aston Tropicana Bandung. Adapun populasi dalam penelitian ini adalah corporate repeater Hotel Aston Tropicana Bandung. Teknik sampling yang digunakan adalah sampling jenuh dan teknik analisis data yang digunakan adalah regresi berganda. Kata kunci: Customer Relationship Management, Loyalitas Pelanggan Tourism is an industry that is always evolving and contributed greatly to the progress of the economy of a country as it can be a promising business area for the community. In order to support the development of tourism is growing rapidly, needed some means of support. Among them was the accommodation in this case is the Hotel. Hotel many standing in almost all parts of Indonesia, one of the hotel's rapid development occurs in the area of Bandung. In 2012 the number of five-star hotels, 84 hotels in Bandung. One that has a rapid progress is Aston Tropicana Hotel. In zero market share refers to Aston Tropicana hotel business that provides various facilities such as meeting rooms for business. In 2011 the number of corporate repeater has decreased, from 65 companies in 2010 decreased to rest 54 companies in 2011. It indicates that the loyalty of business travelers has decreased. One way that made Aston Tropicana to increase loyalty is to use your Customer Relationship Management program that consists of IT Infrastructure, one to one marketing, personalization, and customer service and support. Theory of Customer Relationship Management which is used is the theory of Xu in Journal Roya Rahimi (2007:19). This study aimed to determine the effect of Customer Relationship Management program that has been run against the business guest loyalty Aston Tropicana Hotel Bandung. The population in this study is a corporate repeater Aston Tropicana Hotel Bandung. The sampling technique used was saturated sampling and data analysis technique used is multiple regression. Keywords: Customer Relationship Management, Customer Loyalty
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Customer Relationship Management, Loyalitas Pelanggan |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Program Studi Kepariwisataan |
| Depositing User: | DAM staf |
| Date Deposited: | 24 Sep 2014 02:42 |
| Last Modified: | 24 Sep 2014 02:42 |
| URI: | http://repository.upi.edu/id/eprint/11052 |
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