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

Elizabeth Christy Chandra

Abstract


Seiring dengan perkembangan waktu, banyak orang yang melakukan perjalanan ke luar kota, tidak hanya untuk berlibur tapi juga untuk keperluan bisnis.. Disamping itu, munculnya banyak platform baru memudahkan pelanggan untuk memilih hotel, sehingga membuat persaingan dalam industri perhotelan menjadi cukup ketat dan mendorong industri untuk terus berinovasi, seperti halnya memperkuat market orientation sebagai strategi pemasaran. Penelitian ini bertujuan untuk menganalisa pengaruh dari market orientation terhadap customer loyalty dengan customer value dan customer intimacy sebagai variabel intervening pada Hotel Ascott Waterplace Surabaya.Penelitian ini dilaksanakan dengan menyebar kuesioner kepada 100 responden yang merupakan pelanggan dari Hotel Ascott Waterplace Surabaya. Teknik analisa yang digunakan adalah teknik analisis kuantitatif dengan metode path analysis.


Keywords


market orientation; customer value; customer intimacy; customer loyalty

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