Comparative Analysis Of Customer Relationship Management at Grand Aston Hotel Medan and Polonia Hotel Medan and Its Impact To The Customer Loyalty
Lubis, Arlina Nurbaity
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Tourism business development can increase the competition, particularly in the hotel industries. The existence of new hotels including five star hotels and the trend of budget hotel or pop hotels can increase the competition. One way to survive from the competition is by making a good relationship with the customers. The implementation of customer relationship management (CRM) can be used as business strategy to face the competition. CRM can create customer loyalty because by using CRM, the company can offer the product needed by the customer. Increasing customer loyalty can decrease promotion cost. The key success factors to CRM are people, process, and technology. The hotel as a part of services industry bears a very close interaction between service provider and the customer (high contact service), which makes people, process, and technology inseparably important. The purpose of this research was to analyze the difference between CRM at Grand Aston Hotel Medan and Polonia Hotel Medan and the impact of CRM consisting of people, process, and technology variables on customer loyalty at Grand Aston Hotel Medan and Polonia Hotel Medan. The data were analyzed through discriminant analysis and multiple regression. The sample of the research were 192 respondents, where respectively 96 respondents from Grand Aston and Polonia Hotel Medan. The result through discriminant analysis showed that there were significant differences on process and technology factors between Grand Aston Hotel and Tiara Hotel. Meanwhile, there was no difference between Grand Aston Hotel and Polonia Hotel on people factor. The result of multiple regression showed that CRM which consist of people, process, and technology variables positively and significantly influence customer loyalty at Grand Aston Hotel, while at Polonia Hotel Medan, people and technology variables positively and significantly influence customer loyalty, process insignificantly influences customer loyalty. Technology had a dominant influence on the customer loyalty at Grand Aston Hotel, while people had a dominant influence on the customer loyalty at Polonia Hotel Medan.