Billqis, Raden Synthia (2017) PENGARUH CORPORATE REPUTATION SERTA DAMPAKNYA TERHADAP CUSTOMER CITIZENSHIP BEHAVIOR : Survei Pada Tamu Repeater di Hotel Mercure Bandung Setiabudi. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Pelanggan saat ini tidak hanya berperan aktif sebagai pembeli mereka dapat menjadi sumber yang menguntungkan bagi setiap perusahaan. Perilaku customer citizenship behavior (CCB) perilaku sukarela pelanggan diluar tugasnya seperti memberikan masukan mental dan fisik penting yang dapat meningkatkan efesiensi perusahaan. Ide-ide baru yang diberikan menjadi sumber berharga dalam hal strategi bisnis yang dapat berperan menjadi salah satu pendukung untuk mengembangkan layanan di perusahaan. Dampak dari kurang atau tidak adanya perilaku CCB pada pelanggan di suatu perusahaan adalah perusahaan menjadi lambat dalam berkembang. Tidak adanya masukan berupa ide, komentar serta saran dari pelanggan ke perusahaan akan memperlambat perusahaan dalam meningkatkan layanannya karena perusahaan tidak mengetahui apa yang diinginkan dan diharapkan oleh pelanggan yang bersumber mereka. Hotel Mercure Bandung Setiabudi adalah hotel ang memiliki reputation sebagai hotel bintang empat terbaik peringkat 1 (satu) di Kota Bandung. Hotel Mercure Bandung Setiabudi memilih dan memanfaatkan corporate reputation yang sudah dimiliki sejak lama sebagai strategi perusahaan untuk membangun dan menciptakan perilaku CCB. Pengaruh corporate reputation pada customer citizenship behavior menunjukan bahwa efeknya baik. Jenis penelitian ini menggunakan metode deskriptif dan verifikatif. Responden penelitian ini adalah tamu repeater Hotel Mercure Bandung Setiabudi. Penyebaran angket sebanyak 106 tamu hotel. Teknik analisis yang digunakan adalah analisis jalur (path). Variabel independent dalam penelitian ini adalah corporate reputation yang terdiri dari trust (X1), satisfaction (X2), loyalty (X3), commitment (X4), quality of employee and management (X5), quality of product and service (X6) dan attractiveness of the organizational (X7). Hasil penelitian menunjukan bahwa tanggapan tamu repeater terhadap corporate reputation berada di kategori sangat tinggi berdampak terhadap customer citizenship behavior di Hotel Mercure Bandung Setiabudi. Hasil perhitungan diketahui bahwa dimensi yang signifikan dari corporate reputation adalah quality of product and service.----------Today's customers are not only actively involved as their buyers can be a lucrative source for any company. Behavior of customer citizenship behavior (CCB) voluntary behavior of customers outside of their duties such as providing important mental and physical input that can improve the efficiency of the company. New ideas are given to be a valuable source of business strategy that can play a role in supporting the company's services. The impact of the lack or absence of CCB behavior on customers in a company is the company becomes slow in developing. The absence of input in the form of ideas, comments and suggestions from customers to the company will slow down the company in improving its service because the company does not know what the customers want and expect from their source. Hotel Mercure Bandung Setiabudi is a hotel ang that has the reputation as the best four star hotel ranked 1 (one) in Bandung. Mercure Hotel Setiabudi chooses and exploits its longstanding corporate reputation as a corporate strategy to build and create CCB's behavior. The influence of corporate reputation on citizenship behavior shows that the effect is good. This research uses descriptive fan verification method. The respondents of this research were guest repeaters Mercure Hotel Setiabudi Bandung. Questionnaires were distributed as many as 106 hotel guests. The analysis technique used is path analysis. The independent variables in this study are corporate reputation consisting of trust (X1), satisfaction (X2), loyalty (X3), commitment (X4), quality of employee and management (X5), quality of product and service (X6) and attractiveness Of the organizational (X7). The results showed that the response of repeater guests to corporate reputation is in very high category impacting customer citizenship behavior at the Mercure Hotel Setiabudi Bandung. The calculation result is known that the significant dimension of corporate reputation is the quality of product and service.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No. Panggil:S MPP BIL p-2017; Pembimbing: I. Lili Adi Wibowo, II. Oce Ridwanudin; NIM: 1300239 |
| Uncontrolled Keywords: | Corporate Reputation, Customer Citizenship Behavior, Hotel Mercure Bandung Setiabudi. |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Pendidikan IPS |
| Depositing User: | Mrs. Santi Santika |
| Date Deposited: | 23 Aug 2018 02:29 |
| Last Modified: | 23 Aug 2018 02:29 |
| URI: | http://repository.upi.edu/id/eprint/30929 |
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