ANALISA PENGARUH MARKET ORIENTATION TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER VALUE DAN CUSTOMER INTIMACY SEBAGAI VARIABEL INTERVENING DI VASA HOTEL SURABAYA

Graviela Giovanna Widjaja

Abstract


Persaingan usaha yang semakin ketat akibat pasar yang makin terbuka menyebabkan banyaknya perusahaan saling berlomba-lomba untuk dapat bertahan dan unggul. Setiap bisnis di berbagai inudstri tak terkecuali sektor perhotelan juga harus cepat beradaptasi pada kondisi pasar yang makin kompetitif. Setiap bisnis membutuhkan strategi jangka panjang yang ampuh diterapkan dalam kondisi yang demikian. Hal inilah yang dibutuhkan oleh Vasa Hotel Surabaya. Penelitian ini bertujuan untuk menganalisa pengaruh dari market orientation terhadap customer loyalty dengan customer value dan customer intimacy sebagai variabel intervening di Vasa Hotel Surabaya. Penelitian ini dilaksanakan dengan menyebarkan kuesioner kepada 100 responden yang merupakan pelanggan dari Vasa Hotel Surabaya. Teknik analisa yang digunakan adalah dengan teknik analisa kuantitatif dengan metode path analysis.

Keywords


market orientation; customer value; customer intimacy; customer loyalty

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References


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