Afryanto, Dwi (2024) STRATEGI COSTUMER RELATIONSHIP MANAGEMENT HOTEL MOVENPICK SURABAYA DALAM MENINGKATKAN LOYALITAS PELANGGAN. S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Industri perhotelan di Jawa Timur, khususnya di Kota Surabaya sebagai pusat bisnis, memiliki peran penting dalam mendukung sektor pariwisata dan perekonomian daerah. Dengan meningkatnya jumlah kunjungan wisatawan, komunikasi yang efektif menjadi elemen penting dalam menjaga loyalitas pelanggan dan meningkatkan keuntungan hotel. Penelitian ini bertujuan untuk menganalisis strategi Customer Relationship Management (CRM) yang diterapkan oleh Movenpick Hotel Surabaya, sebuah hotel bintang 5 yang baru saja berdiri pada tahun 2020, dalam meningkatkan loyalitas pelanggan. Teori yang digunakan adalah strategi Customer Relationship Management (CRM) oleh Buttle dan Maklan. Penelitian ini menggunakan metode deskriptif dengan pendekatan kualitatif. Pengumpulan data melalui wawancara mendalam dan observasi. Teknik analisis data dilakukan secara interaktif dengan fokus pada proses otomasi pemasaran, penjualan, dan pelayanan sebagai bagian dari strategi CRM. Subjek penelitian berjumlah 5 orang yang terdiri dari 3 orang internal dan 2 orang eksternal. Hasil penelitian menunjukkan bahwa implementasi strategi CRM yang dilakukan oleh Movenpick Hotel Surabaya berhasil meningkatkan loyalitas pelanggan melalui member loyalty system, diskon khusus, dan pelayanan yang unggul. Otomatisasi pemasaran melalui aplikasi Accor Plus yang digunakan untuk database CRM dan menginformasikan promo-promo khusus kepada member. Sales Force Automation melalui Sales Marketing dan sales call yang digunakan dengan cara menelepon dan mengirimkan pesan elektronik untuk menjalin komunikasi terutama setelah tamu menginap. Service Automation melalui Front Desk dalam melayani tamu dan menjalin komunikasi yang baik dengan tamu The hospitality industry in East Java, especially in Surabaya City as a business centre, has an important role in supporting the tourism sector and the regional economy. With the increasing number of tourist visits, effective communication becomes a vital element in maintaining customer loyalty and increasing hotel profits. This research aims to analyse the Customer Relationship Management (CRM) strategy implemented by Movenpick Hotel Surabaya, a 5-star hotel that was recently established in 2020, in increasing customer loyalty.The theory used is the Customer Relationship Management (CRM) strategy by Buttle and Maklan. This research uses a descriptive method with a qualitative approach. Data collection through in-depth interviews and observations. Data analysis techniques are carried out interactively with a focus on the marketing, sales, and service automation process as part of the CRM strategy. 5 research subjects consisted of 3 internal and 2 external people. The results showed that the implementation of CRM strategy by Movenpick Hotel Surabaya succeeded in increasing customer loyalty through member loyalty system, special discounts, and superior service. Marketing automation through the Accor Plus application which is used for the CRM database and informs special promos to members. Sales Force Automation through Sales Marketing and sales calls is used by calling and sending electronic messages to establish communication especially after guests stay. Service Automation through Front Desk in serving guests and establishing good communication with guests.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44319120057 |
| Uncontrolled Keywords: | Customer Relationship Management, loyalitas pelanggan, strategi komunikasi, Hotel Movenpick Surabaya Customer Relationship Management, customer loyalty, communication strategy, Hotel Movenpick Surabaya. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | SILMI KAFFA MARISKA |
| Date Deposited: | 03 Sep 2024 04:37 |
| Last Modified: | 03 Sep 2024 04:37 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/91097 |
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