PENGARUH MANAJEMEN KERELASIAN PELANGGAN DAN KUALITAS JASA TERHADAP LOYALITAS PELANGGAN Studi di PT Berjaya Abadi Tour And Travel Bandung
Hexiawaty, Santy Hepty
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Travel Agency is one of businesses lies under the fields of tourism industry which is growing fast recently. The increase of numbers of travel agency especially in Bandung has provided customers with so many choices of travel products/services from those agencies. Hence, PT Berjaya Abadi Tour & Travel, as one of the agencies is still able to maintain its existence and sustainability with the improvement of its sales. This phenomenon becomes interesting due to the theory stating that whenever the level of competition is increasing in industry, it will cause the tendency that the level of sales is decreasing. The contradiction between this theory and the phenomenon happened seems to be related to the implementation of customer relationship management and the service quality towards the customers‟ loyalty at PT Berjaya Abadi Tour & Travel. This research, entitled ”The Influence of Customer Relationship Management (CRM) towards Customers‟ Loyalty”, is aimed at gaining the result of analysis about how the influence of customer relationship management and service quality whether partially or simultaneously towards the customers‟ loyalty at PT Berjaya Abadi Tour & Travel. The method used in this research was associative-descriptive survey. The sample chosen by the use of purposive sampling technique consisting of 150 customers. The model of influence was analyzed by path analysis according to the framework model composed by some of causality relationship between latent variables. The result shows that there is influence of Customer Relationship Management as much as 44% and the service quality i.e 32.5% towards the customers‟ loyalty. The influence is significant either partially or simultaneously. The results prove that the high level of competition does not give influence on sales level at PT Berjaya Abadi Tour & Travel (in which the sales level tends to increase). Therefore, it is suggested to agencies to maintain and manage improvement efforts considering the performance of customer relationship management and service quality to retain the company especially in the raise of competition level in travel agency industry.
- Management