Strategi customer relationship management hotel santika premiere jakarta untuk membentuk loyalitas pelanggan

Yolanda, Theodora (2013) Strategi customer relationship management hotel santika premiere jakarta untuk membentuk loyalitas pelanggan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dengan bertambahnya hotel-hotel yang dibangun sekarang ini, persaingan yang terjadi dalam bisnis perhotelan pun semakin ketat. Hal ini yang mendorong setiap perusahaan termasuk Hotel Santika Premiere Jakarta untuk terus berupaya memenuhi kebutuhan dan keinginan dari pelanggan serta membina hubungan yang baik sehingga tercipta keloyalan pelanggan. Agar keloyalan pelanggan dapat tercapai, maka perlu dilakukan langkah-langkah strategis dari Public Relations yang tepat guna, konsisten, serta berkelanjutan. Metode yang digunakan oleh penulis adalah metode deskriptif dengan pendekatan kualitatif. Dalam mengumpulkan data yang diperlukan dalam penelitian, penulis menggunakan beberapa teknik diantaranya melalui wawancara mendalam, observasi, studi kepustakaan, dan studi dokumentasi. Data-data yang ada kemudian dikumpulkan, dikelompokkan, serta diuji keabsahannya sebelum pada akhirnya dianalisis. Hasil penelitian menunjukkan bahwa dalam upaya mencapai loyalitas pelanggan, Public Relations Hotel Santika Premiere Jakarta menggunakan Customer Relationship Management berupa pengelolaan seluruh siklus hidup pelanggan melalui tiga buah strategi yaitu strategi pemerolehan pelanggan, strategi perawatan pelanggan, dan strategi pengembangan pelanggan. Selain itu, konsep Promotional Mix juga digunakan dalam mendukung ketiga strategi yang dilakukan untuk mencapai loyalitas yang diinginkan. Adapun saran dari hasil penelitian adalah agar Hotel Santika Premiere Jakarta dapat meningkatkan penggunaan aplikasi live chat dalam Website sebagai salah satu sarana pendukung komunikasi dua arah antara perusahaan dengan publiknya. / The increasing number of hotels nowadays leads to a tight competition in the hospitality business. This is one of the reasons why a company including Santika Premiere Jakarta Hotel needs to continuously meet the customer’s needs and wants and build good relationships to achieve customer loyalty. In order to achieve customer’s loyalty, the exact, consistent, and continuous strategic steps from Public Relations are needed. The method that the author uses in this research is descriptive method with qualitative approach. The author uses some techniques such as in-depth interviews, observation, literature study, and documentation study to collect the needed data. The needed data are then collected, grouped, and tested for its validity before being analyzed. The result shows that in order to achieve loyal customer, Public Relations of Santika Premiere Jakarta Hotel uses Customer Relationship Management by managing customer life cycle through customer acquisition, customer retention, and customer development strategy. In addition, Promotional Mix concept is also used to support the three strategies. The suggestion that the author would give to Santika Premiere Jakarta Hotel is to improve the usage of live chat application on company’s Website as one of the two-way communication tools between the company and its publics.

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