PENGARUH PROGRAM KERELASIAN PELANGGAN TERHADAP NILAI PELANGGAN SERTA IMPLIKASINYA PADA LOYALITAS PELANGGAN (Suatu Survei Pada Pelanggan Hotel Perdana Wisata Bandung)

Abstract

ABSTRACT Ifan Wirahadian, 2009. The Influence of Customer Relationship Program on Customer Value and It Implication on Customer Loyalty (Survey on Hotel Perdana Wisata Bandung Customer). Under the Guidance of Vanessa Gaffar and Adang Widjana. By increasing number of hotel nowadays, the competition in hospitality industry become rising. The impact is Hotel Perdana Wisata customer would becoming decrease and moving to other hotel. The identified motive was about competition on customer service system. The research focused on the influence of customer relationship program on customer value and it implication on customer loyalty. The objective is to identifying the implementation of customer relationship programm (continuity marketing, one-to-one marketing and partnering) on customer value and customer loyalty. This research is a descriptive and verificative survey using representatives random sampling on responden population. The sample definited by minimum standard of 100 responden. Data collected from book references, interview and questioner. Data analysis using multiple regression and path analysis. The result showed that customer relationship programm was applied in Perdana Wisata Hotel Bandung at dimension of one-to-one marketing is concerned as a good choise by customer. Variable of customer value at dimension of monetary and time benefits is too concerned as a good choise by customer and variabel of customer loyalty concerned as quite high at dimension of purchase across product line and referalls. Variable of customer relationship programm was approved to influence significantly to variable of customer value on determination coefficient of 28,73%. Variable of customer relationship programm was approved to influence significantly to variable of customer loyalty on determination coefficient of 22,09% and similar situation approved to influence significantly to variable of customer value on customer loyalty of determination coefficient of 35,05%.