Penerapan strategi Customer Relationship Management (CRM) dalam meningkatkan loyalitas pelanggan: Studi kasus pada Grand Kalpataru Syariah Hotel Malang

Afandi, Mohammad Hasyim (2014) Penerapan strategi Customer Relationship Management (CRM) dalam meningkatkan loyalitas pelanggan: Studi kasus pada Grand Kalpataru Syariah Hotel Malang. Undergraduate thesis, Universitas Islan Negeri Maulana Malik Ibrahim.

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Abstract

INDONESIA:

Di tengah ekonomi yang kompetitif seperti sekarang, perusahaan dan organisasiharus mementingkan pelanggan serta meningkatkan komunikasi dengan pembeli secara lebih baik. Kunci sukses untuk menghadapi pasar yang kompetitif ialah preferensi dan loyalitas pelanggan. Loyalitas pelanggan bisa menjadi jaminan kelangsungan hidup bagi perusahaan. Grand Kalpataru Syariah Hotel menyadari akan pentingnya loyalitas pelanggan tersebut. Oleh karena itu, manajemen hotel menerapkan salah satu strategi yaitu CRM. Diharapkan dengan menerapkan strategi CRM, Hotel Syariah Kalpataru dapat memenangkan loyalitas pelanggan dan terus meningkatkan loyalitas pelanggannya.

Tujuan dari penelitian ini adalah untuk mengungkap penerapan strategi CRM yang dilakukan oleh Grand Kalpataru Syariah Hotel dan untuk mengungkap dampak penerapan strategi CRM yang dilakukan oleh Grand Kalpataru Syariah Hotel terhadap peningkatan loyalitas pelanggannya. Paradigma penelitian ini adalah penelitian kualitatif dengan rancangan studi kasus dan penelitian lapangan. Data penelitian diperoleh dengan melakukan wawancara dan dokumentasi.

Hasil penelitian menunjukkan bahwa penerapan strategi CRM melalui empat proses,meliputi: (1) Manajemen hotel mengumpulkan data pelanggan menggunakan kontak personal bagian Front Office (FO) denganpelanggan, sistem basis data yang digunakan pihak hotel masih manual saat ini, hal ini menjadi perhatian bagi manajemen sehingga melalui beberapa tahapan sistem manajemen basis data akan diterapkan. (2) Manajemen hotel menganalisis data pelanggan yaitu berdasarkan jumlah pelanggan yang datang, pelanggan yang datang secara individu atau perseorangan. Identifikasi target pelanggan didasarkan pada pelanggan yang sering datang. (3) Beberapa program CRM dibuat oleh manajemen untuk mempertahankan pelanggan (member card dan pelayanan pelanggan khusus), mengubah pelanggan baik menjadi pelanggan dengan LTV tinggi, dan berhadapan dengan pelanggan yang tidak menguntungkan. (4) Penerapan program CRM melibatkan seluruh internal perusahaan. Sedangkan dampak penerapan program CRM terhadap peningkatan loyalitas pelanggan dibuktikan dengan peningkatan occupancy hotel dan pendapatan hotel dalam kurun waktu tiga bulan terakhir.

ENGLISH:

In the midst of a competitive economy as it is now, companies and organizations must attach great importance to customers and increase communication with buyers better. The key to success is to face the competitive market preferences and customer loyalty. Customer loyalty can be a guarantee for the survival of the company. Grand Kalpataru Sharia Hotel will realize the importance of customer loyalty. Therefore, the hotel management is implementing a CRM strategy. Expected to implement CRM strategies, Kalpataru Sharia Hotel can win customer loyalty and continue to increase customer loyalty.

The purpose of this study is to reveal the application of CRM strategy undertaken by Grand Kalpataru Sharia Hotel and to reveal the impact of the implementation of a CRM strategy undertaken by Grand Hotel Kalpataru Sharia to increased customer loyalty. The paradigm of this research is qualitative case study design. Data were obtained by interview and documentation.

The results showed that the implementation of a CRM strategy through four processes, include: (1) management of the hotel to collect customer data using personal contact the Front Office (FO) with customer data base system used the hotel is still the manual today, it is a concern for management so through several stages of a new database management system will be implemented. (2) The hotel management to obtain data regarding the level of customer visits. The data is then analyzed to obtain the identification of market segments. The company focuses on the distribution of traffic based on customer segmentation. Identify target customers based on the customers who used to come. (3) Some CRM programs made by management to retain customers (member card and dedicated customer service), turn customers into customers with both high LTV, and dealing with customers who are not profitable. (4) The implementation of CRM programs involve the whole company's internal. While the impact of the implementation of the CRM program to increased customer loyalty evidenced by the increase in hotel occupancy and hotel revenues within the last three months.

Item Type: Thesis (Undergraduate)
Supervisor: Slamet, Slamet
Keywords: Loyalitas Pelanggan; Customer Relationship Management; Customer Loyalty; Customer Relationship Management
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Departement: Fakultas Ekonomi > Jurusan Manajemen
Depositing User: Annas Al-haq
Date Deposited: 03 Aug 2015 04:39
Last Modified: 03 Aug 2015 04:39
URI: http://etheses.uin-malang.ac.id/id/eprint/851

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