UPAYA MENINGKATKAN LOYALITAS TAMU MELALUI CUSTOMER EXPERIENCE DI HOTEL NOVOTEL BOGOR GOLF RESORT & CONVENTION CENTER :Survei Terhadap Member Accor Advantage Plus yang Menginap di Hotel Novotel Bogor Golf & Convention Center:

-, Khairinnisaa (2014) UPAYA MENINGKATKAN LOYALITAS TAMU MELALUI CUSTOMER EXPERIENCE DI HOTEL NOVOTEL BOGOR GOLF RESORT & CONVENTION CENTER :Survei Terhadap Member Accor Advantage Plus yang Menginap di Hotel Novotel Bogor Golf & Convention Center:. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu/

Abstract

Setiap tahunnya Hotel Novotel Bogor memiliki standar dalam menentukan target loyalitas, maka setiap tahunnya Hotel Novotel Bogor berusaha untuk mencapai target tersebut. Pada tahun 2012 loyalitas tamu mengalami penurunan dari tahun sebelumnya. Sedangkan pada tahun 2013 loyalitas tamu Hotel Novotel Bogor mengalami peningkatan sebesar 87,8% akan tetapi peningkatan ini masih belum mencapai target yang sudah di tetapkan oleh pihak Hotel Novotel Bogor yaitu sebesar 88,9%. Sehingga pihak manajemen Hotel Novotel Bogor mencari cara untuk mempertahankan dan meningkatkan loyalitas tamu. Salah satu cara yang digunakan yaitu dengan customer experience.Tujuan penelitian ini untuk memperoleh temuan mengenai customer experienceyang terdiri dari sensorial, emotional, cognitive, pragmatic, lifestyle, dan relational, loyalitas tamu, serta pengaruh customer experience terhadap loyalitas tamu.Jenis penelitian yang digunakan adalah deskriptif verifikatif, dan metode yang digunakan adalah survei dengan teknik simple random sampling, maka diperoleh jumlah sampel sebesar 100 member accor advantage plus yang menginap di Hotel Novotel Bogor. Teknis analisis data dan uji hipotesis yang digunakan adalah path analysis (analisis jalur). Hasil penelitian menunjukan bahwa customer experience dan loyalitas tamu memiliki tanggapan tinggi dari member accor advantage plus yang menginap. Dimensi yang paling mempengaruhi adalah lifestyledengan indikator keunikan suasana Hotel Novotel Bogor yang dikelilingi oleh taman tropis yang bernafaskan alam terbuka. Sedangkan dimensi paling lemah adalah pragmatic dengan indikator kemudahan mendapatkan free shuttle. Disarankan kepada pihak Hotel Novotel Bogor untuk mempertahankan dan meningkatkan customer experience dengan lebih memperhatikan dan memperbaiki indikator yang masih dinilai rendah oleh member accor advantage plus. In every yearHotel Novotel Bogor has a standard to determining the loyalty target, therefore Hotel Novotel Bogor allways trying to reach those target. In 2012 guest loyalty has decreased from the previous year. Whereas in 2013 the Hotel Novotel Bogor guest loyalty increased by 87.8% but this increase had not yet reached the target that has been set by the Hotel Novotel Bogor which is equal to 88.9%. So therefore the management find aways to maintain and enhance the customer loyalty, which is using customer experience. The main purpose of this research is to obtainevery aspect regarding customer experience which is consist of sensorial, emotional, cognitive, pragmatic, lifestyle and relational, customer loyalty, and the influence of customer experience into customer loyalty.The research used is descriptive verification, and the method used was a survey with simple random sampling technique, and obtained sample size of 100 accor advantage plus members who were stay at the Hotel Novotel Bogor.Technical data analysis and hypothesis testing is used path analysis. The research showed that the customer experience and loyalty has a high response of accor advantage plus members who were stay. The most dimensions gave and influence is lifestyle with indicator, uniquencess of the atmothphere Hotel Novotel Bogor is surrounded by outdoor tropical gardens. Meanwhile, the weakest dimension is pragmatic within indicator easiness to get a free shuttle. It is recommended to the Hotel Novotel Bogor to maintain and enhance customer experience by give an extra attention to the weakest indicator that showed by the survey from accor advantage plus members.

Item Type: Thesis (S1)
Additional Information: No.Panggil : S MPP KHA u-2014
Uncontrolled Keywords: Customer Experience, loyalitas tamu.
Subjects: L Education > L Education (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Program Studi Kepariwisataan
Depositing User: DAM STAF Editor
Date Deposited: 20 Feb 2015 04:51
Last Modified: 20 Feb 2015 04:51
URI: http://repository.upi.edu/id/eprint/13264

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