The effect of relationship marketing, service recovery, and promotion on customer satisfaction at Karibia boutique hotel

Dollydia, Dollydia (2023) The effect of relationship marketing, service recovery, and promotion on customer satisfaction at Karibia boutique hotel. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

To enhance customer satisfaction and compete effectively, Karibia Boutique Hotel should address these areas of concern in relationship marketing, service recovery, and promotion. There are some problems such as the front office refusing to amend the booking, the staff didn’t take action when the customers complained about the unlock door, and promotion that is not creative in Karibia Boutique Hotel. The research's purpose is to understand the effect of relationship marketing, service recovery and promotion on customer satisfaction at Karibia Boutique Hotel. The research uses quantitative research design to gather data from 96 customers in Karibia boutique hotel using convenience sampling to collect the data by distributing questionnaires using Google form. The data passed validity, reliability, and classic assumptions test of normality, multicollinearity and heteroscedasticity using SPSS software. The research results show that relationship marketing, service recovery, and promotions have a positive influence on the customer satisfaction partially and simultaneously at Karibia Boutique Hotel. The recommendation for Karibia Boutique hotel is to improve the relationship marketing by implementing a comprehensive training program for its staff, emphasizing effective communication, active listening, and problem- solving skills. To improve service recovery, management can establish a dedicated response team trained to swiftly address guest concerns. To improve promotion the management can implement user-friendly information systems, such as digital directories or mobile apps, can provide guests with easily accessible details about the hotel's offerings and also promotion through social media. / Untuk meningkatkan kepuasan pelanggan dan bersaing secara efektif, Karibia Boutique Hotel harus mengatasi bidang-bidang yang menjadi perhatian dalam pemasaran hubungan, cakupan layanan, dan promosi. Terdapat beberapa permasalahan seperti front office menolak mengubah pemesanan, staf tidak mengambil tindakan ketika pelanggan mengeluh tentang pintu yang tidak terkunci, dan promosi yang tidak kreatif di Karibia Boutique Hotel. Penelitian ini bertujuan untuk mengetahui pengaruh pemasaran relasional, pemulihan layanan dan promosi terhadap kepuasan pelanggan Karibia Boutique Hotel. Penelitian ini menggunakan desain penelitian kuantitatif untuk mengumpulkan data dari 96 pelanggan di hotel butik Karibia dengan menggunakan convenience sampling. Pengumpulan data dilakukan dengan menyebarkan kuesioner menggunakan Google form. Data telah lolos uji validitas, reliabilitas, dan asumsi klasik normalitas, multikolinearitas dan heteroskedastisitas dengan menggunakan software SPSS. Hasil penelitian menunjukkan bahwa pemasaran relasional, pemulihan layanan, dan promosi mempunyai pengaruh positif terhadap kepuasan pelanggan secara parsial dan simultan pada Karibia Boutique Hotel. Rekomendasi bagi hotel Karibia Boutique untuk meningkatkan pemasaran relasional adalah dengan menerapkan program pelatihan komprehensif bagi stafnya, menekankan komunikasi yang efektif, mendengarkan secara aktif, dan keterampilan memecahkan masalah. Untuk meningkatkan pemulihan layanan, manajemen dapat membentuk tim respons khusus yang dilatih untuk mengatasi permasalahan tamu dengan cepat. Untuk meningkatkan promosi, manajemen dapat menerapkan sistem informasi yang mudah digunakan, seperti direktori digital atau aplikasi seluler, dapat memberikan rincian yang mudah diakses kepada tamu tentang penawaran hotel dan juga promosi melalui Media Sosial.

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