ANALISA KEPUASAN PELANGGAN ATAS CUSTOMER RELATIONSHIP MANAGEMENT MELALUI IMPLEMENTASI PROGRAM KEANGGOTAAN HOTEL X STUDI KASUS DI HOTEL X

Felicia Tjandra, Jeffrey Adrian Kurniawan, Regina Jokom

Abstract


Penelitian ini dilakukan untuk mengetahui tingkat kepuasan pelanggan atas keuntungan-keuntungan yang diperoleh melalui program keanggotaan hotel X di Surabaya. Hotel X sebagai salah satu hotel berbintang 5(lima) di Surabaya membangun sebuah program yang menawarkan keuntungan lebih bagi para anggota program. Namun, terjadi penurunan jumlah anggota yang signifikan dalam beberapa tahun terakhir, dikarenakan semakin sedikit dari anggota yang memperbaharui keanggotaan. Kepuasan anggota baik dari segi finansial, sosial, maupun ikatan struktural sangat menentukan keefektifan program yang diadakan. Teknik analisa yang digunakan dalam penilitian ini adalah eksploratif degan metode Taguchi untuk mengetahui kelemahan dan keunggulan dari program melalui persepsi anggota akan manfaat yang mereka terima. Hasil penelitian menunjukkan bahwa program yang ditawarkan membuat anggota merasa istimewa namun masih memiliki kelemahan dalam memberikan keuntungan finasial bagi anggota.


Keywords


Kepuasan Pelanggan, Customer Relationship Management, Program Keanggotaan, Hotel.

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