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    Rerangka Integrasi Nilai Pelanggan Dan Kinerja Manajemen Hubungan Pelanggan Berdasarkan Persepsi Pelanggan Korporat

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    dhintya
    This document discusses a research study that was conducted on corporate customers of Hotel Roditha Banjarmasin. The study examined the influence of customer value dimensions, including emotional value and functional value, on customer satisfaction, brand loyalty, and customer relationship management performance. The research found that emotional value and functional value significantly impacted customer satisfaction, brand loyalty, and customer relationship management performance. It also found that customer satisfaction significantly impacted brand loyalty and customer relationship management performance, and that brand loyalty significantly impacted customer relationship management performance.

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    Rerangka Integrasi Nilai Pelanggan Dan Kinerja Manajemen Hubungan Pelanggan Berdasarkan Persepsi Pelanggan Korporat

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    dhintya
    14 views2 pages
    This document discusses a research study that was conducted on corporate customers of Hotel Roditha Banjarmasin. The study examined the influence of customer value dimensions, including emotional value and functional value, on customer satisfaction, brand loyalty, and customer relationship management performance. The research found that emotional value and functional value significantly impacted customer satisfaction, brand loyalty, and customer relationship management performance. It also found that customer satisfaction significantly impacted brand loyalty and customer relationship management performance, and that brand loyalty significantly impacted customer relationship management performance.

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    This document discusses a research study that was conducted on corporate customers of Hotel Roditha Banjarmasin. The study examined the influence of customer value dimensions, including emotional value and functional value, on customer satisfaction, brand loyalty, and customer relationship management performance. The research found that emotional value and functional value significantly impacted customer satisfaction, brand loyalty, and customer relationship management performance. It also found that customer satisfaction significantly impacted brand loyalty and customer relationship management performance, and that brand loyalty significantly impacted customer relationship management performance.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    14 views2 pages

    Rerangka Integrasi Nilai Pelanggan Dan Kinerja Manajemen Hubungan Pelanggan Berdasarkan Persepsi Pelanggan Korporat

    Uploaded by

    dhintya
    This document discusses a research study that was conducted on corporate customers of Hotel Roditha Banjarmasin. The study examined the influence of customer value dimensions, including emotional value and functional value, on customer satisfaction, brand loyalty, and customer relationship management performance. The research found that emotional value and functional value significantly impacted customer satisfaction, brand loyalty, and customer relationship management performance. It also found that customer satisfaction significantly impacted brand loyalty and customer relationship management performance, and that brand loyalty significantly impacted customer relationship management performance.

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    © All Rights Reserved
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    Download as pdf or txt
    of 2

    Manajemen & Bisnis, Volume 9, Nomor 1, Maret 2010

    RERANGKA INTEGRASI NILAI PELANGGAN DAN KINERJA


    MANAJEMEN HUBUNGAN PELANGGAN BERDASARKAN PERSEPSI
    PELANGGAN KORPORAT
    Ellen Dwi Cahya
    General Manager Hotel Roditha Banjarmasin, email: ell_rossivale@yahoo.co.id
    Siti Rahayu
    Fakultas Bisnis dan Ekonomika, Universitas Surabaya, email: s_rahayu@ubaya.ac.id
    Erna Andajani
    Fakultas Bisnis dan Ekonomika, Universitas Surabaya, email: ernajani@ubaya.ac.id

    Abstract
    This research focuses on the influence of the dimensions of customer value to the customer
    satisfaction, brand loyalty, and customer behavior-based Customer Relationship Management
    performance; the influence of customer satisfaction on brand loyalty and customer behavior-
    based Customer Relationship Management performance; the influence of brand loyalty to
    customer behavior-based Customer Relationship Management performance. Based on samples
    taken the corporate customer Hotel Roditha Banjarmasin, then this research shows that
    customers value that includes emotional value, functional value has a significant impact on
    customer satisfaction, brand loyalty, and customer behavior-based Customer Relationship
    Management performance, while the other dimensions of customer value customer perceived
    sacrifices have no significant impact on customer satisfaction, brand loyalty, but the impact on
    customer behavior-based Customer Relationship Management performance and social values
    have a significant impact on customer satisfaction and brand loyalty; customer satisfaction has a
    significant impact on brand loyalty and customer behavior-based Customer Relationship
    Management performance ; and brand loyalty has a significant impact on customer behavior-
    based Customer Relationship Management performance.
    Keywords: nilai pelanggan, kepuasan konsumen, loyalitas merek, perilaku pelanggan

    Abstrak
    Penelitian ini berfokus pada pengaruh dimensi-dimensi nilai pelanggan terhadap kepuasan
    pelanggan, brand loyalty, dan perilaku pelanggan Pelanggan berbasis kinerja Relationship
    Manajemen; pengaruh kepuasan pelanggan terhadap loyalitas merek dan pelanggan Pelanggan
    perilaku berbasis kinerja Relationship Manajemen; mempengaruhi kesetiaan merek kepada
    pelanggan kinerja Customer Relationship Management berbasis perilaku. Berdasarkan sampel
    yang diambil pelanggan korporat Hotel Roditha Banjarmasin, maka penelitian ini menunjukkan
    bahwa nilai pelanggan yang mencakup nilai emosional, nilai fungsional yang memiliki dampak
    signifikan pada kepuasan pelanggan, loyalitas merek, dan perilaku pelanggan Pelanggan berbasis
    kinerja Relationship Management, sementara yang lain dimensi pelanggan pelanggan nilai
    pengorbanan dirasakan tidak berdampak signifikan pada kepuasan pelanggan, loyalitas merek,
    tetapi dampak pada kinerja perilaku pelanggan Customer Relationship Management berbasis dan
    nilai-nilai sosial memiliki dampak signifikan pada kepuasan pelanggan dan loyalitas merek,
    kepuasan pelanggan memiliki dampak signifikan pada loyalitas merek dan pelanggan Pelanggan
    perilaku berbasis kinerja Relationship Management, dan loyalitas merek berpengaruh signifikan
    terhadap kinerja perilaku pelanggan Customer Relationship Management berbasis.

    Kata kunci: nilai pelanggan, kepuasan konsumen, loyalitas merek, perilaku pelanggan

    11
    Ellen Dwi Cahya, Siti Rahayu, dan Erna Andajani

    1. Latar Belakang
    Berkembangnya sektor pariwisata menimbulkan semakin tingginya tingkat persaingan
    antara perusahaan-perusahaan di Indonesia, khususnya perusahaan jasa. Perusahaan-perusahaan
    jasa tersebut berlomba-lomba berusaha untuk memperkuat strategi pemasarannya. Pelanggan
    memiliki penilaian mengenai strategi yang diterapkan oleh perusahaan yang menunjukkan daya
    saing dan eksistensinya. Secara khusus, perusahaan-perusahaan yang ingin mempertahankan
    pelanggan yang sudah ada dan menarik pelanggan baru dengan target penciptaan nilai kegiatan.
    Untuk melakukannya, maka perlu pendalaman pengertian tentang dimensi nilai pelanggan, yang
    praktis diimplimentasikan oleh kinerja yang berbeda dari tindakan Manajemen Hubungan
    Pelanggan dan pengetahuan tentang bagaimana meningkatkan kinerja masing-masing dengan
    fokus pada satu dimensi nilai pelanggan (Wang dkk., 2004). Pentingnya setiap dimensi nilai
    pelanggan dalam meningkatkan berbagai dimensi dari kinerja Manajemen Hubungan Pelanggan
    sedikit demi sedikit mulai diterapkan oleh perusahaan-perusahaan dalam industri jasa.
    Kemampuan perusahaan dalam meraih daya saing strategis dan tingkat profitabilitas yang
    tinggi sangat bergantung pada kemampuan perusahaan dalam merancang strategi usaha yang
    tepat. Demikian juga yang dilakukan oleh hotel sebagai perusahaan yang menawarkan jasa
    dalam rangka memberikan kepuasan konsumen dan mencapai keunggulan bersaing. Usaha bisnis
    perhotelan di Banjarmasin khususnya mengalami peningkatan yang sangat pesat dibandingkan
    dengan tahun-tahun sebelumnya. Berdasarkan data peningkatan jumlah hotel yang ada di
    Banjarmasin, usaha hotel yang paling banyak berkembang adalah hotel berbintang tiga terhitung
    sampai periode 2008. Pada 2005 hingga 2008, peningkatan jumlah hotel berbintang tiga di
    Banjarmasin, yakni dari 3 hotel menjadi 10 hotel. Berdasarkan wawancara dengan pihak internal
    Hotel Roditha Banjarmasin, pelanggan korporat merupakan pelanggan potensial yang
    memberikan kontribusi 40% terhadap pendapatan Hotel Roditha. Sebagian besar pelanggan
    korporat memiliki frekuensi memakai jasa yang ditawarkan Hotel Roditha rata-rata lebih dari 7
    kali pertahunnya sejak 2006 sampai dengan 2008. Hotel Roditha Banjarmasin berusaha untuk
    memahami, mengantisipasi, dan mengelola kebutuhan pelanggan korporat yang merupakan salah
    satu aset terpenting bagi Hotel Roditha Banjarmasin dalam mendapatkan profit usaha. Tabel 1
    menunjukkan hasil wawancara terhadap pelanggan korporat yang menggunakan layanan dari
    Hotel Roditha. Hotel Roditha merupakan hotel berbintang tiga yang mendapatkan pilihan
    terbanyak sebagai hotel yang paling sering dikunjungi yaitu sebanyak 8 responden dari 25
    responden atau sebesar 32 persen. Sedangkan Swiss Bell Hotel Borneo sebanyak 7 responden
    atau sebesar 28 persen, Hotel Grand Mentari dan Hotel Banjarmasin Internasional masing-
    masing sebanyak 4 responden atau sebesar 16 persen, Hotel Jelita sebanyak 2 responden atau
    sebesar 8 persen.

    Tabel 1. Hotel Bintang Tiga Yang Sering Dikunjungi


    Pelanggan korporat di Banjarmasin
    NAMA HOTEL JUMLAH PERSENTASE (%)
    Hotel Roditha 12 32,00
    Swiss Bell Hotel Borneo 2 8,00
    Hotel Grand Mentari 4 16,00
    Hotel Banjarmasin Internasional 4 16,00
    Hotel Jelita 3 28,00
    Total 25 orang 100,00

    12

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