Main Article Content

Abstract

Based on research conducted at Hotel X at West Bandung Regency, this paper examines the use of CRM to boost customer loyalty.  The Bandung area, which includes Subang, has become a more popular tourist destination recently due to the construction of numerous hotels in the vicinity. But the rivalry is now more fierce than it was previously.


In order to compare the topic under investigation with the real conditions at Hotel X at West Bandung Regency, the researcher conducted a literature analysis on Customer Relationship Management and spoke with five managers about it. The three programs that the researcher determined had an impact on CRM were the Partnering Program, Continuity Marketing, and One-to-One Marketing. The researcher has examined the program and connected it to theory through primary research employing qualitative approaches.


While nearly every program has been implemented, Hotel X at the West Bandung Regency did not adopt a branding program, according to the results of the interview session.

Keywords

Customer Relationship Management, Customer Loyalty

Article Details

Author Biographies

Ananta Budhi Danurdara, Tourism Planning and Development, NHI Bandung Tourism Polytechnic, West Java, Indonesia

Doktor in Marketing in Hospitality and Tourism Management

Rudy Parlindungan Siahaan, Rooms Division, NHI Bandung Tourism Polytechnic, West Java, Indonesia

Lecture Rooms Division, NHI Bandung Tourism Polytechnic, West Java, Indonesia

Ammarn Sodawan, Tourism Management Program, Faculty of Commerce and Management, Prince of Songkla University, Trang Campus, Trang 92000, Thailand

Doctoral student (Graduate of Tourism Management)  

How to Cite
Danurdara, A., Siahaan, R., & Sodawan, A. (2024). THE IMPORTANCE OF CUSTOMER RELATIONSHIP MANAGEMENT TO INCREASE CUSTOMER LOYALTY AT HOTEL X , WEST BANDUNG REGENCY. Pusaka: Journal of Tourism, Hospitality, Travel and Business Event, 6(1), 220-227. https://doi.org/10.33649/pusaka.v6i1.285