PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN

Abstract

Customer loyalty is an important thing for every company. One of the ways to have a loyal customer is by improving the customer relationship management and maintaining customer satisfaction so the customers will conduct repurchase and recommend the products and services of a company to other customers. Customer loyalty determines the sustainability of a business.This research is motivated by business competition in the hotel market at Surabaya where hotels are growing very rapidly. This research is meant to find out the influence of customer relationship management and customer satisfaction to the customer loyalty at Hotel Santika Premiere Gubeng Surabaya. The population is all VIP Guests Hotel Santika Premiere Gubeng Surabaya and the numbers of respondents are 100 people. The sample collection technique has been done by using purposive sampling method which is carried by using certain criteria. Meanwhile the analysis technique has been done by using multiple linear regressions analysis. The result of the test shows that customer relationship management and customer satisfaction gives positive and significant influence to the customer loyalty at Hotel Santika Premiere Gubeng Surabaya.
Keywords: Customer Relationship Management (CRM), customer satisfaction, customer loyalty, hotel.