Peran Customer Relationship Management Dalam Meningkatkan Loyalitas Pelanggan:studi Kasus Di Hotel Zaen Syariah Solo

Immanuel Christmas Wahyu Suwarno, Erni Martini

Abstract

Abstrak
Tingginya persaingan antar hotel di Kota Solo memberikan dampak terhadap tingkat okupansi di Hotel
Zaen Syariah sehingga dilakukan penerapan customer relationship management untuk memelihara hubungan
dengan pelanggan. Walaupun pihak hotel sudah memberikan pelayanan yang maksimal, namun pelanggan
belum menunjukkan loyalitas yang tinggi. Padahal industri hotel adalah industri yang terkait dengan kualitas
pelayanan baik dari sisi karyawan, proses, maupun teknologi yang dapat meningkatkan kualitas pelayanan
Studi ini bertujuan untuk meneliti apakah customer relationship management (CRM) mempengaruhi
loyalitas pelanggan. Pengumpulan data dilakukan dengan cara menyebarkan kuesioner kepada 97 responden
dengan teknik sampling yaitu purposive sampling atau dengan kriteria pernah menginap di Hotel Zaen Syariah
minimal 2 kali.
Hasil penelitian menunjukkan ada pengaruh yang signifikan antara customer relationship management
terhadap loyalitas pelanggan di Hotel Zaen Syariah dengan kontribusi koefisien determinasi sebesar 71%.
Namun, customer relationship management tidak mampu menjelaskan loyalitas pelanggan secara keseluruhan.
Kontribusi penelitian ini adalah dapat memberikan tambahan referensi mengenai customer relationship
management, loyalitas pelanggan, dan pengaruh customer relationship management terhadap loyalitas pelanggan
dengan studi kasus pada Hotel Zaen Syariah.
Oleh karena itu, pada penelitian selanjutnya perlu menguji variabel lain yang diduga berpengaruh
terhadap loyalitas dikarenakan CRM tidak dapat menjelaskan keseluruhan loyalitas pelanggan. Sedangkan bagi
Hotel Zaen Syariah, perlu memperbaiki indikator dan dimensi yang mendapatkan penilaian terendah yaitu
mengenai aspek teknologi seperti peningkatan kecepatan internet dan layanan pemesanan kamar hotel dengan
membuat aplikasi media sosial.
Kata Kunci: CRM, kepuasan pelanggan, loyalitas pelanggan
Abstract
The high competition for star hotels in the city of Solo has an impact on the occupancy rate at Hotel
Zaen Syariah which should be overcome by maintaining good relationships with customers (customer
relationship management). Contrary to the low level of customer’s loyalty, the hotel thinks they do their best. In
the customer’s perspective, the hotel is not optimally serving guest. Hotel industry related with strong
connection of service quality which consist of employee, process, and technology.
This study aims to examine whether customer relationship management (CRM) affects customer’s loyalty. The
data conducted by distributing questionnaire to 97 of respondents by applying purposive sampling. Purposive
sampling in this research is the customer has stayed at least 2 times in Hotel Zaen Syariah.
This study resulting there is influence of customer relationship management on customer’s loyalty of Hotel Zaen
Syariah significantly with determination coefficient as 71%. However, customer relationship management is not
able explains customer’s loyalty completely.
This study contribution is additional reference about customer relationship management and
customer’s loyalty, and the influence of customer relationship management on customer’s loyalty, with study
case at Hotel Zaen Syariah.
Therefore, in the next study should be testing another variable which is thought to be influential on
customer’s loyalty because of CRM is not able predicts whole of customer’s loyalty. For Hotel Zaen Syariah, is
need to improving indicator or dimension the indicator with the lowest assessment like increasing internet
connection and improving room reservation service by creates media social account.
Keyword: CRM, customer’s loyalty, customer satisfaction.

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