INDAH, PUSPA (2020) STRATEGI CUSTOMER RELATIONSHIP MANAGEMENT ( CRM ) YANG DILAKUKAN FRONT OFFICE UNTUK MENINGKATKAN LOYALITAS DI THE JAYAKARTA SP JAKARTA HOTEL & SPA. S1 thesis, Universitas Mercu Buana.
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Abstract
The key to the success of a service company in dealing with a competitive market is customer loyalty. Customer loyalty can be a guarantee of survival for the company. Jayakarta Hotel Jakarta realizes the importance of customer loyalty. Therefore, hotel management adopts one strategy, CRM. It is expected that by implementing a CRM strategy, Jayakarta Hotel Jakarta can win customer loyalty and continue to increase customer loyalty. The purpose of this study was to determine the CRM strategy undertaken by Jayakarta Hotel Jakarta and the obstacles to the implementation of the CRM strategy carried out by Jayakarta Hotel Jakarta to increase customer loyalty. Customer Relationship Management (CRM) is a concept of controlling the company's interactions with customers, clients, and sales prospects. This involves using technology to manage, automate and synchronize business processes. Basically, customer relationship management aims to adapt the process between the company and its customers. In the CRM process according to Pepper and Rogers (2010) there are seven stages and according to him there are also two stages in technology that companies must take when implementing CRM. While the definition of customer loyalty is a deep commitment from customers to make repeat purchases of certain products or services consistently in the future. In this research, the constructivist paradigm is used to see the phenomenon of the CRM strategy carried out by the front office at Jayakarta Hotel Jakarta to increase customer or hotel guest loyalty. The method used in this study is qualitative with descriptive analysis. In this study, researchers used a descriptive qualitative research method because this study aims to find out, describe and analyze CRM strategies carried out by the front office at Jayakarta Hotel Jakarta, which are considered to be able to increase customer loyalty effectively and efficiently. The results showed that the CRM strategy carried out at Jayakarta Hotel Jakarta included the process of collecting customer data, analyzing customer data and identifying the best customers, developing a CRM program, and implementing a CRM program. Customer Relationship Management is inseparable from constraints, including the lack of management strategies in attracting customers, failing to match the system with strategy, Lack of Acceptance from HR, Management not running, Lack of resources, failure to plan execution and long-term support. Keywords: Customer Relationship Management, Customer Loyalty Loyalitas pelanggan bisa menjadi jaminan kelangsungan hidup bagi perusahaan. Jayakarta Hotel Jakarta menyadari akan pentingnya loyalitas pelanggan tersebut. Oleh karena itu, manajemen hotel menerapkan salah satu strategi yaitu CRM. Diharapkan dengan menerapkan strategi CRM, Jayakarta Hotel Jakarta dapat memenangkan loyalitas pelanggan dan terus meningkatkan loyalitas pelanggannya. Tujuan penelitian ini untuk mengetahui Strategi CRM yang dilakukan oleh di Jayakarta Hotel Jakarta dan Hambatan penerapan strategi CRM yang dilakukan oleh Jayakarta Hotel Jakarta terhadap peningkatan loyalitas pelanggannya. Customer Relationship Management (CRM) adalah suatu konsep pengendalian interaksi perusahaan dengan pelanggan, klien, dan prospek penjualan. Ini melibatkan penggunaan teknologi untuk mengatur, mengotomatisasi, dan singkronisasi proses bisnis. Pada dasarnya customer relationship management bertujuan untuk proses adaptasi antara perusahaan dengan pelangganya. Dalam proses CRM menurut Pepper and Rogers (2010) terdapat tujuh tahap dan dalam teknologi menurutnya juga ada dua tahap yang harus dilakukan perusahaan ketika menerapkan CRM. Sedangkan definisi loyalitas pelanggan adalah komitmen yang mendalam dari pelanggan untuk melakukan pembelian ulang terhadap produk atau jasa tertentu secara konsisten dimasa yang akan datang. Dalam penelitian ini, paradigma konstruktivis digunakan untuk melihat fenomena dari strategi CRM yang dilakukan front office di Jayakarta Hotel Jakarta dalam meningkatkan loyalitas pelanggan atau tamu hotel. Metode yang digunakan dalam penelitian ini adalah kualitatif dengan analisis deskriptif. Dalam penelitian ini, peneliti menggunakan metode penelitian deskriptif kualitatif karena penelitian ini bertujuan untuk mengetahui, mendeskripsikan dan menganalisis strategi CRM yang dilakukan oleh front office di Jayakarta Hotel Jakarta yang dinilai dapat meningkatkan loyalitas pelanggan secara efektif dan efisien. Hasil penelitian menunjukan bahwa strategi CRM yang dilakukan di Jayakarta Hotel Jakarta meliputi proses Mengumpulkan data pelanggan, Menganalisis data pelanggan dan mengidentifikasi pelanggan terbaik, Mengembangkan program CRM, dan Mengimplementasikan program CRM. Customer Relationship Management tidak lepas dari kendala-kendala, antara lain Kurangnya strategi yang dilakukan managemen dalam menarik customer masuk, Gagal mencocokkan sistem dengan strategi, Kurangnya Penerimaan Dari SDM, Manajemen tidak berjalan, Kurangnya sumber daya, gagal merencanakan eksekusi dan dukungan jangka panjang. Kata Kunci: Customer Relationship Management, Loyalitas Pelanggan
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