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

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.