Customer Relationship Management Implementation and its Implication to Customer Loyalty in Hospitality Industry

Abstract

Building up customer loyalty have become more important to survive in the high competition of hospitality industry. One approach to developing this is by implementing customer relationship management (CRM). This study investigates the implication of CRM implementation towards customer loyalty in the hospitality industry. The results should assist marketers to recognize what determinant factors and dimension of CRM that contribute to building up customer loyalty in the hospitality industry. A purposive survey of 150 respondents of all rated hotels in Malacca, Malaysia was conducted. It is found that there is a significant correlation between customer orientation, CRM organization, and knowledge management towards customer loyalty while the another dimension of technology-based CRM has no significant effect on this research. The marketer in the hospitality industry should, however, carefully evaluate the nature of customer loyalty regarding any other variables that are not included such as brand image and brand association and some special or unique features in this hospitality industry that should be addressed in the future research. Info Article Implementasi Manajemen Hubungan Pelanggan dan Implikasinya terhadap Loyalitas Pelanggan pada Industri Rumah Sakit Abstrak Membangun loyalitas pelanggan menjadi lebih penting untuk bertahan dalam persaingan industri perhotelan yang tinggi. Salah satu pendekatan untuk pengembangan ini adalah dengan menerapkan customer relationship management (CRM). Penelitian ini meneliti implikasi penerapan CRM terhadap loyalitas pelanggan di industri perhotelan. Hasilnya harus membantu pemasar untuk mengenali faktor penentu dan dimensi

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